Kidoodle.TV sees changes at YouTube as opportunity to win advertisers, creators

Kidoodle.TV sees changes at YouTube as opportunity to win advertisers, creators

Kidoodle.TV co-founder Neil Gruninger says advertisers and content producers who want to reach children under the age of 13 are increasingly turning to the Calgary-based startup as an alternative to YouTube’s global platform.

“We get content producers, and YouTubers, knocking on our door every day now because of the success we’ve had,” Gruninger says. ”They know the types of revenue they can make from Kidoodle.TV.”

He says the Kidoodle.TV media platform — which switched last year from a completely ad-free model to a hybrid ad-subscription business — has attracted content producers who are worried about changes at Google’s YouTube unit.

Google recently agreed to pay US$170 million to settle allegations that YouTube violated the U.S. Children’s Online Privacy Protection Act (COPPA) by collecting personal data on children without their parents’ consent.

YouTube’s creative partners were informed in September, in accordance with the settlement, that they have only a few months to ensure they’re not using behavioural data to target child audiences on its platform.

“If applicable, this may result in a decrease in revenue from some creators,” YouTube said in a Sept. 4 statement.

Gruninger says Kidoodle.TV has never collected the kind of behavioural data that got Google and YouTube in trouble with the U.S. Federal Trade Commission and New York’s attorney general.

Moreover, Gruninger says Kidoodle.TV pays its content producers on the basis of user downloads, with flat rates per thousand views regardless of advertising — so it’s possible for them to earn more than they would with YouTube.

To help generate more ad revenue, Kidoodle.TV has also enlisted one of Canada’s biggest media companies — Corus Entertainment, owner of the Treehouse and YTV specialty channels — as its Canadian advertising representative.

“We feel we’re going to be able to do a lot more here in Canada (with Corus) compared to what we would do on our own,” Gruninger says.

It’s not that there’s a shortage of competition facing Kidoodle.TV, either for advertisers or viewers.

DHX Media, for instance, has seen so much growth at its advertising-supported video-on-demand unit that the company will be renamed WildBrain and its AVOD service will be renamed WildBrain Spark.

The Halifax-based company — which is a global distributor and content producer with several Canadian specialty TV channels including Family and Family Jr. — said WildBrain Spark had nearly 33 billion views worldwide last year.

Regarding YouTube’s recent decision to ban “interest based” children’s advertising — which is tailored to individual users, DHX president Josh Serba told analysts that WildBrain uses “contextual” advertising.”

“These are ads which rely on audience measurement and demographics. And to put in plain terms, it’s how advertising has always worked on television,” Serba said.

“We know that we have a great collection of quality content that attracts massive audiences, and we believe that advertising will continue to be an important part of the monetization.”

At Kidoodle.TV, which sources its content from third-party creators including animated content from Corus’s Nelvana unit, Gruninger acknowledges it faces a few other child-oriented video platforms with advertising — including Google’s own YouTube Kids and the independent Toon Goggle — but that doesn’t diminish his optimism.

“We have contextualized programming that is completely COPPA-compliant,” Gruninger says. ”That’s been a huge win for us and I think that’s why a lot of advertisers are coming our way, and coming back for more.”

Get local stories you won't find anywhere else right to your inbox.
Sign up here

Just Posted

Alberta’s chief medical officer of health, Dr. Deena Hinshaw, said the 500 deaths from COVID-19 in the province are a tragic milestone. (Photo by Chris Schwarz/Government of Alberta)
Alberta hits ‘tragic milestone’ with more COVID-19 deaths

Province up to 500 COVID-19 deaths, adds 1,265 cases

Alexandre Bissonnette, who pleaded guilty to a mass shooting at a Quebec City mosque, arrives at the courthouse in Quebec City on February 21, 2017. THE CANADIAN PRESS/Mathieu Belanger - POOL
Appeal Court to rule today on Quebec City mosque shooter’s life sentence

Quebec’s highest court is scheduled to deliver its ruling today on appeals… Continue reading

Premier John Horgan speaks during a press conference in Langford, B.C., on Monday September 21, 2020. nbsp;B.C. Premier John Horgan is set to announce details of his new cabinet today in the middle of a global pandemic that will be front-and-centre of many ministerial duties. THE CANADIAN PRESS/Chad Hipolito
Fresh off majority government win, B.C.’s Horgan to introduce new NDP cabinet

VICTORIA — B.C. Premier John Horgan will announce his new cabinet today… Continue reading

People embrace before the start a memorial service for Apotex billionaire couple Barry and Honey Sherman in Mississauga, Ontario on Thursday, December 21, 2017. Toronto police say they have identified a person of interest in the high-profile 2017 homicides of a billionaire philanthropist couple. THE CANADIAN PRESS/Nathan Denette
Person of interest identified but not arrested in billionaire murders: police

Toronto police say they have identified a person of interest in the… Continue reading

FILE - In this Jan. 29, 2018 file photo, Chadwick Boseman, a cast member in “Black Panther,” poses at the premiere of the film in Los Angeles. Boseman, who played Black icons Jackie Robinson and James Brown before finding fame as the regal Black Panther in the Marvel cinematic universe, died of colon cancer on Aug. 28, 2020 in Los Angeles. He was buried on Sept. 3, in Belton, South Carolina, about 11 miles from his hometown of Anderson, according to a death certificate obtained Monday, Sept. 14 by The Associated Press. (Photo by Chris Pizzello/Invision/AP, File)
Chadwick Boseman delivers heartbreaking performance in “Ma Rainey’s Black Bottom”:review

By Jocelyn Noveck THE ASSOCIATED PRESS Chadwick Boseman surges onto the screen… Continue reading

The Toronto Star building is shown in Toronto, Wednesday, June 8, 2016. Torstar Corp. says it has sold digital advertising technology developed by its subsidiary, Eyereturn Marketing Inc., to Loblaw Companies Ltd. Financial terms of the agreement were not immediately available. THE CANADIAN PRESS/Eduardo Lima
Torstar sells digital marketing technology developed by subsidiary to Loblaw

TORONTO — Torstar Corp. says it has sold digital advertising technology developed… Continue reading

Norway’s Henrik Kristoffersen speeds down the course during an Alpine Skiing World Cup men’s slalom, in Kranjska Gora, Slovenia, Sunday, March. 10, 2019. (AP Photo/Marco Trovati)
Lack of snow in France moves World Cup ski races to Italy

VAL D’ISERE, France — Two men’s World Cup races scheduled in France… Continue reading

Hockey Canada suspends world junior selection camp after positive COVID-19 tests

Hockey Canada suspends world junior selection camp after positive COVID-19 tests

Justice Minister David Lametti responds to a question during question period in the House of Commons Thursday, Nov. 19, 2020 in Ottawa. THE CANADIAN PRESS/Adrian Wyld
Liberals to present bill on single-game sports betting

Liberals to present bill on single-game sports betting

Bayern, Man City win to advance to Champions League last-16

Bayern, Man City win to advance to Champions League last-16

FILE - In this March 26, 2006 file photo, former soccer player Diego Maradona smokes a cigar as he watches Argentina's first division soccer match between Boca Juniors and River Plate in Buenos Aires, Argentina. The Argentine soccer great who was among the best players ever and who led his country to the 1986 World Cup title before later struggling with cocaine use and obesity, died from a heart attack on Wednesday, Nov. 25, 2020, at his home in Buenos Aires. He was 60. (AP Photo/Natacha Pisarenko, File)
Argentine soccer great Diego Maradona dies at 60

Argentine soccer great Diego Maradona dies at 60

In this July 1, 2020, photo, Salt Lake Tribune data columnist and Utah Jazz beat writer Andy Larsen poses for a photo. Larsen is a sports writer, but with much of that world sidelined during the pandemic he's been digging into coronavirus data and its sobering implications. So when he found himself with a cache of spare change, partially from his childhood piggy bank, he knew plenty of people could use it. (Francisco Kjolseth/The Salt Lake Tribune via AP)
Tweet on spare change generates big money for virus aid

Tweet on spare change generates big money for virus aid

Most Read