- Pocket.watch is betting on the podcast growth and partnering with GoKidGo to launch exhibits.
- The studio is creating podcasts targeted on music and thriller content material for youths.
- Two executives break down technique and why studio audio is targeted on content material in 2025.
2024 was a giant 12 months for podcasts within the artistic financial system—and the youngsters’ content material powerhouse is betting it may well capitalize on the momentum.
Based in 2017, Pocket.watch works with 53 creator manufacturers — together with Ryan’s World and Love, Diana — on model partnerships, merchandise, and different enterprise ventures. The corporate’s studio arm works with its family-focused creators to distribute their content material to free ad-supported streaming tv (FAST) channels, streaming platforms together with Hulu and Peacock, and social media platforms comparable to YouTube. can go
After partnering with Common Music Group to launch a document label that produces music for youths, Pocket.watch is now working with podcast firm GoKidGo to supply audio exhibits with its creators.
Pocket.watch executives informed Enterprise Insider that, typically, their podcasts for youths have a number of key variations from podcasts geared towards adults. For instance, they usually observe the story and converse on to the viewers, asking them questions and fascinating them in riddles and mysteries.
Her first two podcasts are a musical thriller present for preschoolers with creator Diana Kudicevic from the YouTube channel “Love, Diana” and a thriller for tweens concerning the three sisters behind the YouTube channel “GEM Sisters”. There are exhibits.
BI spoke to Pocket.watch’s senior vp of selling and franchise, Amanda Klecker, and chief content material officer Albie Hatch about why the studio is betting on children’ podcast exhibits.
‘It is not simply two folks speaking in a room’
Pocket.watch executives mentioned a podcast for youths must be structured otherwise than one for adults.
“It is not simply two folks in a room speaking,” mentioned Hecht, previously Nickelodeon’s president of movie and TV leisure.
Pocket.watch’s podcasts are usually narrative-driven and embrace subjects comparable to drawback fixing, puzzles, schooling, music and mysteries, Hecht mentioned.
“We need to faucet into codecs of creativeness,” Hecht mentioned. “The play issue is absolutely vital for engagement.”
“It is nearly like the youngsters speaking to the podcast — that is what we would like,” he added.
By no means develop up
Some podcasts are a part of Pocket.watch’s efforts to advertise their creators’ manufacturers with out involving them in manufacturing.
“One of many first issues we did with all of our creators was to create animated variations of them in a number of codecs,” Hecht mentioned. “By translating them into animation, we will use them in a number of locations with out stressing them out, and in addition protect them of their hottest form and type. It looks like eight years of Ryan perpetually.” of might be, or ‘love, Diana’ perpetually be seven.”
Kidisyuk’s podcast is an extension of the animated format Pocket.watch, launched in 2024, is the corporate’s most-watched and most-engaged unique sequence.
Clecker mentioned voice appearing is smart for some older creators, just like the GEM sisters. However for others, like Kidisyuk, who’s 10, Pocket.watch works with dad and mom and kids to seek out and rent actors who match their voices.
“He, in and of himself, can be a star for youths immediately,” Hecht mentioned of Kidisyuk. “However after we take that and put it into new codecs, it is going to be based mostly on that, and it is going to be based mostly on the character that she portrays versus this little child speaking in a podcast format. “