Jo Redfern, a kids media veteran and Founder of Futrhood Media, joins the pod this week for a deep dive into the future of youth content and the evolving business models shaping it. From launching Peppa Pig and leading BBC Children’s brands to advising global sports leagues and creators, Jo brings decades of frontline insight into the radical transformation of how young audiences engage with content. They unpack the rise of YouTube and Roblox, the creator economy’s growing dominance, and why IP owners must now think like marketers, developers, and distributors across every platform.
Learn why attention spans aren’t dying—they’re evolving—and how hits like Bluey, Miss Rachel, Amazing Digital Circus, and Kid Cowboy signal a shift from traditional commissioning to iterative, audience-first storytelling. It’s a masterclass in kids content, creator strategy, and the business of staying relevant in a fractured, always-on media ecosystem.
Thank you Jo for joining the pod! https://www.linkedin.com/in/joredfern/?originalSubdomain=uk
Check out her podcast, "Kids Media Club" https://podcasts.apple.com/us/podcast/kids-media-club-podcast/id1573404550
Key Takeaways:
- Interest Spans > Attention Spans: Kids don’t lack attention—they lack interest in outdated formats. When content is relevant, their engagement is deep and sustained, especially on platforms like YouTube and Roblox.
- YouTube is Now 'Prime Time' for Kids: For Gen Z and Gen Alpha, YouTube is the default TV. It’s their entertainment source, search engine, and learning platform—often consumed on connected TVs, not just phones.
- Fluid, Platform-Agnostic Consumption: Young audiences navigate seamlessly across YouTube, TikTok, Roblox, Netflix, and Disney+. Barriers like subscriptions or clunky interfaces lose them fast.
- YouTube is a Launchpad for Franchises: Hits like Cocomelon, Amazing Digital Circus, and Mighty Little Bheem started on YouTube, proving it’s the new R&D lab for global IP development.
- Studios Must Think Like Creators: Success now requires a “husk and all” approach: full IP strategy across TikTok, YouTube, streaming, merchandise, and live events. Creators test, iterate, and engage nimbly—traditional media must adapt or fall behind.
- Fragmentation Is the New Normal: There is no single path to scale anymore. Smart media companies build infrastructure to serve many niches well, instead of trying to serve mass audiences with a one-size-fits-all model.
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Evan Shapiro - https://www.linkedin.com/in/eshap-media-cartographer/
Marion Ranchet - https://www.linkedin.com/in/marionranchet/
Newsletters:
Marion Ranchet - https://marionranchet.substack.com/
Evan Shapiro - https://eshap.substack.com/
- (00:00) - Introduction and Special Guest Announcement
- (00:30) - Guest's Background and Expertise
- (02:13) - Evolution of Kids' Media Consumption
- (04:03) - Platform Preferences and Viewing Habits
- (07:41) - The Role of IP and Content Strategy
- (14:48) - The Creator Economy and Its Impact
- (24:53) - Adapting to Media Changes
- (27:15) - Conclusion and Podcast Wrap-Up
