Latest / Kids Media Club Podcast / WildBrain's Kate Smith on Why YouTube and FAST Are the Kids TV Network of Today — and What Advertisers Are Missing

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WildBrain's Kate Smith on Why YouTube and FAST Are the Kids TV Network of Today — and What Advertisers Are Missing · Kids Media Club Podcast

• 0:00
  The
• 0:00
  Kids
• 0:00
  Streamersphere
• 0:01
  and
• 0:01
  Kids
• 0:01
  Media
• 0:02
  Club
• 0:02
  Podcast
• 0:02
  are
• 0:03
  partnering
• 0:03
  with
• 0:03
  WildBrain
• 0:04
  Media
• 0:04
  Solutions
• 0:04
  over
• 0:04
  the
• 0:05
  next
• 0:05
  few
• 0:05
  weeks
• 0:05
  for
• 0:05
  a
• 0:06
  series
• 0:06
  on
• 0:06
  where
• 0:06
  kids
• 0:07
  and
• 0:07
  families
• 0:07
  are
• 0:07
  actually
• 0:08
  watching
• 0:08
  in
• 0:08
  2026
• 0:09
  and
• 0:09
  why
• 0:10
  the
• 0:10
  advertising
• 0:10
  industry
• 0:11
  hasn't
• 0:11
  caught
• 0:11
  up.
• 0:12
  We
• 0:12
  really
• 0:13
  appreciate
• 0:13
  their
• 0:13
  support
• 0:13
  and
• 0:14
  sponsorship
• 0:14
  in
• 0:14
  keeping
• 0:15
  the
• 0:15
  work
• 0:15
  we
• 0:15
  do
• 0:15
  accessible
• 0:16
  for
• 0:16
  the
• 0:16
  industry.
• 0:24
  Hello,
• 0:24
  and
• 0:24
  welcome
• 0:25
  to
• 0:25
  another
• 0:25
  episode
• 0:26
  of
• 0:26
  the
• 0:26
  Kids
• 0:27
  Media
• 0:27
  Club
• 0:27
  Podcast.
• 0:28
  I'm
• 0:28
  Andy
• 0:28
  Williams.
• 0:29
  Welcome
• 0:29
  to.
• 0:29
  And
• 0:29
  I'm
• 0:29
  Jo
• 0:30
  Redfern.
• 0:31
  And
• 0:31
  I'm
• 0:31
  Emily
• 0:32
  Horgan.
• 0:32
  And
• 0:32
  I'm
• 0:33
  very
• 0:33
  pleased
• 0:33
  to
• 0:34
  introduce
• 0:34
  Kate
• 0:34
  Smith,
• 0:35
  EVP
• 0:35
  of
• 0:36
  audience
• 0:36
  engagement
• 0:36
  at
• 0:36
  WildBrain.
• 0:37
  How
• 0:37
  are
• 0:37
  you
• 0:37
  doing,
• 0:37
  Kate?
• 0:38
  I'm
• 0:39
  very
• 0:39
  well,
• 0:39
  thank
• 0:40
  you.
• 0:40
  Thank
• 0:40
  you
• 0:41
  so
• 0:41
  much
• 0:41
  for
• 0:41
  joining
• 0:41
  us.
• 0:41
  Listen,
• 0:42
  it's
• 0:42
  great
• 0:43
  to
• 0:43
  be
• 0:43
  chatting.
• 0:44
  It's
• 0:44
  kind
• 0:44
  of
• 0:44
  funny
• 0:45
  because
• 0:45
  I
• 0:45
  think
• 0:45
  about
• 0:45
  WildBrain,
• 0:46
  I
• 0:46
  think
• 0:46
  about,
• 0:47
  you
• 0:48
  know,
• 0:48
  a
• 0:49
  company
• 0:49
  that's
• 0:49
  in
• 0:49
  distribution,
• 0:50
  a
• 0:50
  company
• 0:50
  that's
• 0:50
  in
• 0:50
  licensing.
• 0:51
  But
• 0:52
  what
• 0:52
  we
• 0:52
  wanted
• 0:52
  to
• 0:52
  talk
• 0:53
  about
• 0:53
  today
• 0:53
  is
• 0:53
  that
• 0:53
  you're
• 0:54
  actually
• 0:54
  overseeing,
• 0:54
  like,
• 0:55
  a
• 0:55
  whole
• 0:55
  TV
• 0:55
  network
• 0:56
  there,
• 0:56
  right?
• 0:58
  Yes,
• 0:58
  that's
• 0:58
  a
• 0:59
  good
• 0:59
  starting
• 0:59
  point.
• 1:00
  So
• 1:01
  I
• 1:01
  think,
• 1:01
  as
• 1:01
  I
• 1:01
  see
• 1:02
  wildbrain
• 1:02
  today,
• 1:02
  and
• 1:03
  we're
• 1:03
  a
• 1:04
  kids
• 1:04
  and
• 1:04
  family
• 1:04
  franchise
• 1:05
  business,
• 1:05
  really,
• 1:06
  and
• 1:07
  we
• 1:07
  believe
• 1:07
  that
• 1:07
  sort
• 1:07
  of
• 1:07
  great
• 1:08
  franchises
• 1:08
  are
• 1:08
  built
• 1:08
  through
• 1:09
  a
• 1:09
  combination
• 1:10
  of
• 1:11
  content,
• 1:11
  of
• 1:11
  brilliant
• 1:12
  storytelling,
• 1:13
  of
• 1:13
  audience
• 1:13
  engagement,
• 1:14
  and
• 1:14
  then
• 1:15
  global
• 1:15
  licensing
• 1:16
  of
• 1:16
  those
• 1:16
  brands
• 1:17
  into
• 1:17
  consumer
• 1:18
  products
• 1:18
  and
• 1:18
  experiences.
• 1:20
  And
• 1:20
  so
• 1:20
  that's
• 1:20
  how
• 1:21
  we're
• 1:21
  set
• 1:22
  up.
• 1:22
  That's
• 1:22
  the
• 1:22
  kind
• 1:22
  of
• 1:22
  structure
• 1:23
  of
• 1:23
  the
• 1:23
  company.
• 1:24
  And
• 1:24
  we're
• 1:25
  seeing
• 1:25
  lots
• 1:25
  of
• 1:25
  success,
• 1:25
  obviously,
• 1:26
  for
• 1:26
  our
• 1:26
  own
• 1:26
  brands
• 1:27
  like
• 1:27
  Strawberry
• 1:27
  Shortcake,
• 1:28
  Teletubbies,
• 1:29
  and
• 1:29
  then
• 1:29
  we
• 1:29
  work
• 1:30
  with
• 1:30
  strategic
• 1:31
  kind
• 1:31
  of
• 1:31
  third
• 1:31
  parties
• 1:32
  as
• 1:32
  well
• 1:32
  for
• 1:32
  all
• 1:32
  the
• 1:33
  different
• 1:33
  services
• 1:33
  that
• 1:33
  we
• 1:34
  offer.
• 1:35
  So,
• 1:35
  yeah,
• 1:35
  that's
• 1:35
  wild.
• 1:36
  We're
• 1:36
  in
• 1:36
  today.
• 1:36
  Yeah,
• 1:37
  it's
• 1:37
  so
• 1:37
  funny
• 1:37
  because
• 1:38
  I
• 1:38
  know
• 1:38
  in
• 1:38
  prepping
• 1:38
  for
• 1:38
  the
• 1:39
  session,
• 1:39
  so
• 1:40
  I
• 1:40
  would
• 1:40
  always
• 1:40
  say
• 1:41
  I'm
• 1:42
  a
• 1:42
  programmer.
• 1:42
  I'm
• 1:43
  a
• 1:43
  programmer
• 1:43
  by
• 1:43
  trade.
• 1:43
  Back
• 1:44
  in
• 1:44
  the
• 1:44
  days
• 1:44
  of
• 1:45
  Linear
• 1:45
  Disney,
• 1:46
  Disney
• 1:46
  xd,
• 1:46
  Disney
• 1:47
  Junior,
• 1:47
  Jetix,
• 1:48
  the
• 1:48
  wrestling
• 1:49
  channel.
• 1:49
  Very,
• 1:49
  very,
• 1:49
  very
• 1:50
  long
• 1:50
  ago.
• 1:50
  And
• 1:51
  when
• 1:51
  we've
• 1:51
  been
• 1:51
  prepping
• 1:51
  for
• 1:52
  the
• 1:52
  session,
• 1:52
  the
• 1:52
  kinds
• 1:52
  of
• 1:52
  things
• 1:53
  that
• 1:53
  you
• 1:53
  and
• 1:53
  your
• 1:54
  teams
• 1:54
  are
• 1:54
  overseeing
• 1:55
  about
• 1:55
  programing
• 1:56
  and
• 1:56
  audience
• 1:56
  development
• 1:57
  sound
• 1:57
  so
• 1:57
  aligned.
• 1:59
  You're
• 1:59
  head
• 2:00
  of
• 2:00
  programming.
• 2:00
  Right.
• 2:00
  That's
• 2:01
  like,
• 2:01
  that's,
• 2:01
  you
• 2:02
  know,
• 2:02
  the
• 2:02
  function
• 2:02
  that
• 2:02
  your
• 2:03
  role
• 2:03
  is
• 2:03
  fulfilling
• 2:03
  right
• 2:04
  now.
• 2:05
  Yeah,
• 2:06
  it's
• 2:06
  such
• 2:06
  an
• 2:06
  interesting
• 2:07
  sort
• 2:07
  of
• 2:08
  like,
• 2:08
  roundabout,
• 2:08
  isn't
• 2:09
  it,
• 2:09
  that
• 2:10
  the
• 2:10
  audience,
• 2:11
  what
• 2:11
  we
• 2:11
  call
• 2:11
  audience
• 2:12
  engagement
• 2:12
  is
• 2:12
  the
• 2:12
  kind
• 2:13
  of.
• 2:13
  Is
• 2:13
  the
• 2:13
  group
• 2:14
  that
• 2:14
  we
• 2:14
  consciously
• 2:15
  brought
• 2:15
  together
• 2:15
  that
• 2:15
  connect
• 2:16
  with
• 2:16
  audiences.
• 2:17
  So
• 2:17
  taking
• 2:17
  the
• 2:17
  content
• 2:17
  out,
• 2:18
  audiences.
• 2:18
  And
• 2:18
  obviously
• 2:19
  that's
• 2:19
  changed
• 2:19
  so
• 2:19
  dramatically.
• 2:20
  You
• 2:21
  know,
• 2:21
  we
• 2:21
  talk
• 2:21
  about
• 2:21
  fragmentation,
• 2:22
  but
• 2:23
  in
• 2:23
  the
• 2:23
  old
• 2:23
  days,
• 2:23
  it
• 2:23
  was
• 2:23
  sort
• 2:24
  of.
• 2:24
  It
• 2:24
  was
• 2:24
  grouped
• 2:25
  under
• 2:25
  different
• 2:25
  teams
• 2:26
  and
• 2:26
  we
• 2:26
  thought
• 2:26
  that
• 2:26
  there
• 2:26
  was
• 2:26
  a
• 2:26
  really
• 2:27
  strong
• 2:27
  reason
• 2:27
  to
• 2:27
  put
• 2:28
  kind
• 2:28
  of
• 2:28
  pull
• 2:28
  that
• 2:28
  together.
• 2:29
  So
• 2:30
  you
• 2:30
  really
• 2:30
  think
• 2:30
  about
• 2:30
  where
• 2:31
  that
• 2:31
  content's
• 2:31
  reaching,
• 2:32
  reaching
• 2:32
  kids
• 2:33
  and
• 2:33
  families
• 2:33
  in
• 2:33
  different
• 2:34
  places.
• 2:36
  So,
• 2:37
  yeah,
• 2:37
  I
• 2:38
  think
• 2:38
  that
• 2:38
  the
• 2:38
  growth
• 2:38
  area
• 2:39
  that
• 2:39
  we
• 2:39
  really
• 2:39
  see
• 2:40
  is
• 2:40
  the
• 2:40
  Digital
• 2:41
  distribution,
• 2:41
  right?
• 2:42
  YouTube,
• 2:42
  fast.
• 2:44
  And
• 2:45
  I
• 2:45
  think
• 2:45
  it's
• 2:46
  kind
• 2:46
  of
• 2:46
  evolved
• 2:46
  recently
• 2:47
  that
• 2:47
  we've
• 2:47
  been
• 2:47
  starting
• 2:48
  to
• 2:48
  say,
• 2:48
  well,
• 2:49
  we
• 2:49
  have
• 2:49
  a
• 2:50
  network.
• 2:50
  We
• 2:50
  are
• 2:50
  the
• 2:51
  kids
• 2:51
  TV
• 2:51
  network
• 2:52
  of
• 2:52
  today.
• 2:52
  We
• 2:53
  have
• 2:53
  such
• 2:53
  wide
• 2:54
  distribution
• 2:55
  and
• 2:55
  connection
• 2:56
  with
• 2:56
  audiences
• 2:56
  on
• 2:56
  fast
• 2:57
  channels
• 2:57
  and
• 2:58
  through
• 2:58
  the
• 2:58
  hundreds
• 2:59
  of
• 2:59
  YouTube
• 2:59
  channels
• 2:59
  that
• 3:00
  we
• 3:00
  have,
• 3:00
  that
• 3:00
  this
• 3:01
  acts
• 3:01
  like
• 3:01
  a
• 3:01
  kind
• 3:01
  of
• 3:02
  TV
• 3:02
  network
• 3:02
  today.
• 3:03
  And
• 3:03
  it's
• 3:03
  largely
• 3:04
  being
• 3:04
  watched
• 3:04
  on,
• 3:04
  as
• 3:05
  I
• 3:05
  said,
• 3:05
  on
• 3:05
  connected
• 3:06
  tv.
• 3:06
  So
• 3:06
  when
• 3:06
  we
• 3:07
  talk
• 3:07
  about
• 3:07
  kids
• 3:07
  tv,
• 3:08
  that's
• 3:08
  how
• 3:08
  they
• 3:08
  see
• 3:08
  it.
• 3:10
  And
• 3:10
  I
• 3:11
  mean,
• 3:11
  it's
• 3:11
  interesting,
• 3:12
  as
• 3:12
  you
• 3:12
  said,
• 3:12
  kind
• 3:13
  of
• 3:13
  things
• 3:13
  tend
• 3:13
  to
• 3:13
  go
• 3:13
  full
• 3:14
  circle,
• 3:14
  but
• 3:14
  they
• 3:15
  don't
• 3:15
  look
• 3:15
  exactly
• 3:16
  like
• 3:16
  they
• 3:16
  were
• 3:17
  before.
• 3:17
  So
• 3:18
  when
• 3:18
  you
• 3:18
  talk
• 3:18
  about
• 3:19
  this
• 3:19
  kind
• 3:19
  of
• 3:20
  YouTube
• 3:20
  and
• 3:20
  fast
• 3:21
  network
• 3:21
  and
• 3:21
  it
• 3:21
  is
• 3:21
  the
• 3:22
  TV
• 3:22
  network
• 3:23
  of
• 3:23
  today,
• 3:24
  what
• 3:25
  does
• 3:25
  that
• 3:25
  mean
• 3:25
  to
• 3:25
  you?
• 3:26
  How
• 3:26
  does
• 3:26
  that
• 3:26
  manifest
• 3:27
  with
• 3:27
  that
• 3:27
  viewing
• 3:28
  that
• 3:28
  you
• 3:28
  mentioned
• 3:28
  through
• 3:28
  connected
• 3:29
  TV
• 3:29
  and
• 3:30
  those
• 3:30
  other
• 3:30
  touch
• 3:31
  points?
• 3:34
  So
• 3:34
  we're
• 3:34
  talking
• 3:34
  about
• 3:35
  channels,
• 3:35
  we
• 3:35
  always
• 3:36
  talk
• 3:36
  about
• 3:36
  channels,
• 3:36
  but
• 3:37
  YouTube
• 3:37
  has
• 3:37
  channels,
• 3:38
  fast
• 3:39
  has
• 3:39
  channels.
• 3:40
  And
• 3:40
  that
• 3:40
  the
• 3:41
  experience
• 3:41
  on
• 3:41
  a
• 3:41
  fast
• 3:42
  channel
• 3:42
  is
• 3:43
  akin
• 3:43
  to
• 3:43
  TV
• 3:44
  because
• 3:44
  it's
• 3:44
  curated.
• 3:45
  It's
• 3:46
  kind
• 3:46
  of
• 3:46
  sequential
• 3:46
  programming
• 3:47
  of
• 3:47
  episodes.
• 3:49
  And
• 3:49
  then
• 3:49
  I
• 3:49
  guess
• 3:50
  the
• 3:50
  critical
• 3:50
  thing
• 3:50
  that's
• 3:50
  always
• 3:51
  been
• 3:51
  the
• 3:51
  case
• 3:51
  with
• 3:52
  TV
• 3:52
  channels
• 3:53
  is
• 3:53
  an
• 3:53
  advertising
• 3:54
  component,
• 3:54
  right?
• 3:55
  That's
• 3:55
  how
• 3:55
  you
• 3:55
  monetize
• 3:56
  that
• 3:56
  content
• 3:57
  and
• 3:57
  give
• 3:58
  that
• 3:58
  experience
• 3:58
  to
• 3:59
  the
• 3:59
  audience.
• 3:59
  So,
• 4:00
  as
• 4:01
  I
• 4:01
  said,
• 4:01
  that's
• 4:02
  what
• 4:02
  we're
• 4:02
  doing
• 4:02
  today.
• 4:03
  We
• 4:03
  have
• 4:04
  a
• 4:04
  flow
• 4:04
  of
• 4:04
  content
• 4:05
  that
• 4:05
  we
• 4:05
  program
• 4:06
  across
• 4:06
  channels.
• 4:06
  We
• 4:07
  develop
• 4:07
  an
• 4:07
  audience,
• 4:07
  a
• 4:08
  relationship
• 4:08
  with
• 4:08
  audience,
• 4:09
  and
• 4:09
  then
• 4:09
  we
• 4:09
  have
• 4:09
  a
• 4:10
  media
• 4:10
  solutions
• 4:10
  team
• 4:11
  that
• 4:11
  goes
• 4:11
  out
• 4:11
  and
• 4:12
  makes
• 4:12
  the
• 4:12
  case
• 4:13
  for
• 4:14
  advertisers
• 4:14
  who
• 4:14
  want
• 4:14
  to
• 4:14
  reach
• 4:15
  families
• 4:15
  and
• 4:15
  parents
• 4:16
  to
• 4:16
  come
• 4:16
  and
• 4:16
  place
• 4:17
  their
• 4:17
  ads
• 4:17
  with
• 4:17
  us.
• 4:20
  That
• 4:20
  trust,
• 4:20
  I
• 4:20
  feel,
• 4:21
  of
• 4:21
  a
• 4:21
  TV
• 4:21
  channel
• 4:21
  is
• 4:22
  there,
• 4:22
  you
• 4:22
  know
• 4:22
  what
• 4:23
  I
• 4:23
  mean?
• 4:23
  And
• 4:23
  I
• 4:23
  think
• 4:23
  that
• 4:24
  it's
• 4:24
  kind
• 4:24
  of
• 4:24
  like
• 4:25
  I've
• 4:25
  worked
• 4:26
  in
• 4:26
  YouTube
• 4:26
  for
• 4:26
  a
• 4:26
  long
• 4:27
  time
• 4:27
  now.
• 4:27
  At
• 4:27
  one
• 4:27
  stage
• 4:28
  it
• 4:28
  was
• 4:28
  like,
• 4:28
  is
• 4:28
  it
• 4:28
  marketing?
• 4:29
  You
• 4:29
  know,
• 4:29
  I've
• 4:30
  always,
• 4:30
  you
• 4:30
  know,
• 4:30
  from
• 4:31
  the
• 4:31
  get
• 4:31
  go,
• 4:31
  felt
• 4:32
  that
• 4:32
  it
• 4:32
  was.
• 4:32
  It's
• 4:33
  a
• 4:33
  content
• 4:33
  platform.
• 4:33
  It's.
• 4:34
  It's
• 4:34
  something
• 4:34
  that
• 4:35
  you
• 4:35
  program
• 4:35
  like
• 4:36
  you
• 4:36
  would
• 4:36
  program
• 4:36
  a
• 4:36
  TV
• 4:37
  channel.
• 4:37
  And
• 4:37
  I
• 4:38
  think
• 4:38
  that's
• 4:38
  where
• 4:38
  it's
• 4:39
  landed
• 4:39
  today,
• 4:40
  right?
• 4:40
  Like
• 4:40
  it's,
• 4:41
  you
• 4:41
  know,
• 4:42
  regular,
• 4:42
  you
• 4:42
  know,
• 4:43
  regular
• 4:43
  slot,
• 4:43
  you
• 4:43
  know,
• 4:44
  linear
• 4:45
  slot
• 4:45
  is
• 4:45
  not
• 4:45
  the
• 4:46
  same
• 4:46
  thing,
• 4:46
  but
• 4:46
  like
• 4:46
  regular
• 4:47
  content
• 4:47
  drops.
• 4:48
  Building
• 4:49
  an
• 4:49
  audience
• 4:49
  who
• 4:49
  trusts
• 4:50
  you
• 4:50
  to
• 4:50
  post
• 4:51
  things
• 4:51
  that
• 4:51
  they're
• 4:52
  going
• 4:52
  to
• 4:52
  like.
• 4:52
  Right.
• 4:53
  And
• 4:53
  that
• 4:53
  you're
• 4:54
  into
• 4:54
  it
• 4:54
  too.
• 4:55
  So
• 4:56
  I
• 4:56
  think
• 4:56
  it's
• 4:56
  that
• 4:57
  trust
• 4:57
  that
• 4:57
  really
• 4:58
  builds
• 4:58
  that
• 4:59
  lean
• 4:59
  back
• 5:00
  experience
• 5:00
  that
• 5:01
  audiences
• 5:01
  trust
• 5:02
  you
• 5:02
  to
• 5:02
  spend
• 5:03
  time
• 5:03
  with
• 5:03
  you
• 5:03
  rather
• 5:04
  than
• 5:04
  it's
• 5:05
  something
• 5:05
  transient
• 5:06
  or
• 5:07
  swipeable.
• 5:09
  And
• 5:09
  I
• 5:09
  think
• 5:10
  you
• 5:10
  see
• 5:10
  that
• 5:10
  definitely
• 5:11
  in
• 5:11
  fasting.
• 5:11
  Fast
• 5:12
  is
• 5:12
  such
• 5:12
  a
• 5:12
  great
• 5:12
  opportunity
• 5:13
  for
• 5:13
  that.
• 5:15
  But
• 5:15
  also
• 5:15
  YouTube
• 5:16
  is
• 5:16
  the
• 5:16
  home
• 5:16
  of,
• 5:17
  is
• 5:17
  a
• 5:17
  home
• 5:18
  of
• 5:18
  long
• 5:18
  form.
• 5:18
  Now.
• 5:18
  I
• 5:19
  don't
• 5:19
  think
• 5:19
  anybody's
• 5:19
  disputing
• 5:20
  that
• 5:20
  anymore,
• 5:20
  are
• 5:20
  they?
• 5:22
  No,
• 5:22
  exactly.
• 5:22
  And
• 5:23
  we
• 5:23
  see
• 5:23
  that
• 5:23
  by
• 5:23
  the
• 5:23
  way.
• 5:24
  We
• 5:24
  see
• 5:24
  that
• 5:24
  so
• 5:24
  broadly
• 5:25
  across
• 5:25
  the
• 5:25
  network
• 5:25
  of
• 5:26
  channels
• 5:26
  that
• 5:26
  we,
• 5:26
  that
• 5:26
  we
• 5:27
  operate
• 5:28
  that
• 5:28
  average
• 5:29
  view
• 5:29
  durations
• 5:29
  are
• 5:30
  pretty
• 5:30
  long.
• 5:30
  And
• 5:30
  also
• 5:31
  if
• 5:31
  you're
• 5:32
  in
• 5:32
  a
• 5:32
  position
• 5:32
  as
• 5:32
  a,
• 5:33
  as
• 5:33
  a
• 5:33
  kids
• 5:33
  IP
• 5:34
  owner
• 5:34
  with
• 5:34
  a
• 5:34
  kind
• 5:34
  of
• 5:35
  quite
• 5:35
  a
• 5:35
  deep
• 5:35
  library
• 5:36
  of
• 5:36
  long
• 5:36
  form
• 5:37
  made
• 5:37
  originally
• 5:38
  for
• 5:38
  TV
• 5:38
  episodes,
• 5:40
  then
• 5:41
  kids
• 5:41
  can
• 5:41
  press
• 5:42
  an
• 5:42
  episode
• 5:42
  and
• 5:42
  watch
• 5:43
  20
• 5:43
  minutes
• 5:43
  worth
• 5:44
  or
• 5:44
  three
• 5:44
  20
• 5:45
  minutes
• 5:45
  worth.
• 5:46
  And
• 5:46
  so,
• 5:46
  and
• 5:47
  you
• 5:47
  know,
• 5:47
  we
• 5:47
  talk,
• 5:48
  you
• 5:48
  guys
• 5:48
  talk
• 5:48
  a
• 5:48
  lot
• 5:49
  about
• 5:49
  sort
• 5:49
  of
• 5:49
  fandom
• 5:49
  and
• 5:50
  stuff
• 5:50
  that's,
• 5:50
  that's
• 5:50
  really
• 5:51
  good
• 5:51
  as
• 5:51
  an
• 5:52
  experience.
• 5:52
  If
• 5:52
  you
• 5:52
  really
• 5:53
  like
• 5:53
  a
• 5:53
  certain
• 5:53
  brand
• 5:54
  that
• 5:54
  you
• 5:54
  can,
• 5:54
  you
• 5:55
  can
• 5:55
  find
• 5:55
  the,
• 5:55
  you
• 5:56
  know,
• 5:56
  the
• 5:56
  full
• 5:56
  episodes
• 5:57
  and
• 5:57
  kind
• 5:57
  of
• 5:57
  go
• 5:58
  deeper
• 5:58
  with
• 5:58
  one
• 5:58
  channel.
• 5:59
  And
• 5:59
  equally
• 6:00
  YouTube
• 6:01
  is
• 6:01
  lots
• 6:02
  of
• 6:02
  things
• 6:02
  to
• 6:02
  everyone.
• 6:02
  It's
• 6:03
  short
• 6:03
  form,
• 6:04
  you
• 6:04
  know,
• 6:05
  and
• 6:05
  I'm
• 6:05
  sure
• 6:05
  we'll
• 6:05
  talk
• 6:05
  about
• 6:06
  later.
• 6:06
  But
• 6:06
  they're
• 6:06
  kind
• 6:07
  of
• 6:08
  the
• 6:08
  different
• 6:08
  lengths
• 6:09
  of
• 6:09
  content.
• 6:10
  You
• 6:10
  can
• 6:10
  use
• 6:10
  lots
• 6:11
  of
• 6:11
  different
• 6:11
  lengths
• 6:11
  of
• 6:11
  content.
• 6:12
  But
• 6:12
  it's
• 6:12
  just
• 6:12
  we're
• 6:13
  seeing
• 6:13
  a
• 6:13
  lot
• 6:13
  of
• 6:13
  success
• 6:14
  with
• 6:14
  sort
• 6:15
  of
• 6:15
  TV
• 6:15
  like
• 6:15
  content
• 6:16
  on
• 6:16
  the
• 6:16
  YouTube
• 6:17
  platform.
• 6:18
  And
• 6:19
  how
• 6:19
  does
• 6:19
  that
• 6:19
  content,
• 6:20
  how
• 6:20
  does
• 6:20
  your
• 6:21
  approach
• 6:21
  differ
• 6:21
  From
• 6:22
  Fast
• 6:22
  to
• 6:23
  YouTube
• 6:23
  in
• 6:23
  terms
• 6:23
  of
• 6:24
  that
• 6:24
  content?
• 6:24
  Is
• 6:24
  there
• 6:24
  any
• 6:25
  distinction
• 6:25
  between
• 6:25
  that
• 6:26
  or
• 6:26
  do
• 6:26
  you
• 6:26
  approach
• 6:26
  it
• 6:26
  the
• 6:27
  same
• 6:27
  way?
• 6:28
  It
• 6:29
  really
• 6:29
  depends
• 6:29
  on
• 6:31
  the
• 6:32
  brand,
• 6:32
  what
• 6:32
  the
• 6:33
  library
• 6:33
  you
• 6:33
  have
• 6:34
  to
• 6:34
  work
• 6:34
  with
• 6:34
  is.
• 6:36
  I
• 6:36
  think
• 6:36
  something
• 6:36
  like
• 6:36
  Strawberry
• 6:37
  Shortcake
• 6:37
  is
• 6:37
  really
• 6:38
  fascinating
• 6:38
  because
• 6:38
  it,
• 6:39
  it's
• 6:39
  obviously
• 6:40
  been
• 6:40
  around
• 6:40
  for
• 6:41
  years
• 6:41
  and
• 6:42
  years
• 6:43
  and
• 6:43
  there's
• 6:43
  lots
• 6:43
  of
• 6:43
  different
• 6:44
  series.
• 6:44
  So
• 6:44
  we
• 6:45
  have
• 6:45
  quite
• 6:45
  a
• 6:45
  kind
• 6:46
  of.
• 6:46
  We
• 6:46
  call
• 6:46
  it
• 6:46
  the
• 6:47
  World
• 6:47
  of
• 6:47
  Strawberry
• 6:47
  Shortcake.
• 6:48
  We
• 6:48
  have
• 6:48
  lots
• 6:48
  of
• 6:48
  different
• 6:49
  episodes
• 6:50
  that
• 6:50
  we
• 6:50
  can
• 6:50
  program
• 6:50
  and
• 6:51
  sort
• 6:51
  of
• 6:51
  TV
• 6:52
  movies
• 6:52
  and
• 6:53
  everything.
• 6:53
  Right.
• 6:53
  So
• 6:55
  if
• 6:55
  you,
• 6:56
  you
• 6:56
  know,
• 6:57
  other.
• 6:57
  There
• 6:58
  are
• 6:58
  other
• 6:58
  people
• 6:58
  that
• 6:58
  they've.
• 6:59
  Their
• 6:59
  rights
• 6:59
  are
• 6:59
  locked
• 7:00
  up
• 7:00
  very
• 7:00
  much
• 7:00
  more
• 7:00
  with
• 7:01
  kind
• 7:01
  of
• 7:01
  broadcast
• 7:01
  deals
• 7:02
  and,
• 7:03
  or
• 7:03
  SVOD
• 7:04
  deals.
• 7:04
  And
• 7:04
  so
• 7:05
  they
• 7:05
  usually
• 7:05
  they
• 7:06
  have
• 7:06
  to
• 7:06
  use
• 7:06
  YouTube
• 7:07
  by
• 7:07
  necessity
• 7:08
  of
• 7:08
  shorter
• 7:08
  clips
• 7:09
  within
• 7:09
  their
• 7:09
  promotional
• 7:10
  rights.
• 7:12
  But
• 7:12
  YouTube
• 7:13
  prioritizes
• 7:13
  watch
• 7:14
  time.
• 7:14
  So
• 7:15
  you
• 7:15
  really
• 7:15
  do
• 7:15
  need
• 7:16
  as
• 7:16
  much
• 7:16
  of
• 7:16
  a
• 7:17
  engagement,
• 7:18
  longer
• 7:18
  engagement
• 7:19
  to
• 7:20
  kind
• 7:20
  of
• 7:20
  to
• 7:20
  get
• 7:20
  the
• 7:20
  channel
• 7:21
  sort
• 7:21
  of
• 7:22
  growing
• 7:22
  and
• 7:23
  then
• 7:23
  it
• 7:23
  being
• 7:23
  shown
• 7:24
  the.
• 7:24
  More
• 7:24
  people
• 7:26
  do
• 7:26
  you
• 7:26
  think
• 7:27
  of
• 7:27
  YouTube
• 7:27
  and
• 7:27
  fast
• 7:28
  as
• 7:28
  complementary
• 7:29
  in
• 7:29
  the
• 7:29
  sense
• 7:30
  that,
• 7:31
  you
• 7:31
  know,
• 7:32
  YouTube
• 7:32
  can
• 7:33
  be
• 7:33
  a
• 7:33
  great
• 7:34
  top
• 7:34
  of
• 7:34
  funnel
• 7:35
  discovery
• 7:35
  tool.
• 7:36
  But
• 7:36
  as
• 7:36
  you
• 7:36
  pointed
• 7:37
  out,
• 7:37
  you
• 7:37
  speak
• 7:37
  about
• 7:38
  fandom
• 7:39
  and
• 7:39
  actually
• 7:40
  FAST
• 7:40
  can
• 7:40
  allow
• 7:41
  you
• 7:41
  to
• 7:41
  go
• 7:41
  deeper
• 7:41
  and
• 7:42
  really
• 7:42
  indulge
• 7:42
  at
• 7:43
  fandom
• 7:43
  with
• 7:43
  your
• 7:44
  favorite
• 7:45
  brand
• 7:45
  or
• 7:45
  IP
• 7:47
  on
• 7:47
  that.
• 7:48
  So
• 7:48
  is
• 7:48
  it
• 7:48
  a
• 7:48
  slightly
• 7:49
  different
• 7:50
  kind
• 7:50
  of
• 7:51
  job
• 7:51
  that
• 7:51
  each
• 7:51
  one
• 7:52
  does?
• 7:53
  Yeah,
• 7:54
  I
• 7:55
  think
• 7:55
  so,
• 7:55
  yes.
• 7:55
  I
• 7:56
  mean
• 7:56
  because
• 7:56
  of
• 7:57
  the
• 7:57
  way
• 7:57
  YouTube
• 7:57
  works,
• 7:58
  you
• 7:59
  can
• 7:59
  discover
• 7:59
  things
• 7:59
  much
• 8:00
  more
• 8:00
  easily
• 8:00
  based
• 8:00
  on
• 8:01
  interest.
• 8:01
  You
• 8:01
  know,
• 8:01
  you
• 8:02
  start
• 8:02
  with
• 8:02
  one
• 8:02
  thing
• 8:02
  and
• 8:02
  then
• 8:03
  it's
• 8:03
  much
• 8:03
  more
• 8:04
  likely
• 8:04
  to
• 8:04
  present
• 8:05
  you
• 8:05
  with
• 8:05
  other
• 8:05
  suggestions,
• 8:06
  suggestions
• 8:06
  and
• 8:06
  recommendations
• 8:07
  that
• 8:07
  could
• 8:07
  be
• 8:07
  next
• 8:08
  to
• 8:08
  what
• 8:08
  you
• 8:08
  like.
• 8:09
  FAST
• 8:09
  doesn't
• 8:10
  operate
• 8:10
  in
• 8:10
  that
• 8:10
  way
• 8:10
  right
• 8:11
  now.
• 8:12
  It's
• 8:12
  curated.
• 8:13
  You
• 8:14
  have
• 8:14
  a
• 8:15
  selection
• 8:15
  of
• 8:15
  options
• 8:16
  when
• 8:16
  you
• 8:17
  open
• 8:17
  the
• 8:17
  tv.
• 8:19
  I
• 8:19
  think
• 8:19
  right
• 8:20
  now
• 8:21
  the
• 8:21
  single
• 8:22
  IP
• 8:22
  channels
• 8:23
  that
• 8:23
  or
• 8:23
  single
• 8:23
  kind
• 8:24
  of
• 8:24
  brand
• 8:24
  channels
• 8:25
  that
• 8:25
  people
• 8:25
  are
• 8:27
  jumping
• 8:28
  into,
• 8:28
  like
• 8:29
  Pokemon
• 8:29
  for
• 8:29
  example.
• 8:33
  It
• 8:33
  probably
• 8:33
  does
• 8:33
  rely
• 8:34
  on
• 8:34
  you
• 8:34
  knowing
• 8:35
  that
• 8:35
  show
• 8:35
  in
• 8:35
  the
• 8:35
  first
• 8:36
  place
• 8:36
  or
• 8:36
  being
• 8:36
  interested
• 8:37
  in
• 8:37
  it
• 8:37
  and
• 8:37
  then
• 8:37
  as
• 8:37
  you
• 8:37
  say,
• 8:38
  being
• 8:38
  a
• 8:38
  fan
• 8:38
  already
• 8:38
  and
• 8:39
  then
• 8:39
  kind
• 8:39
  of
• 8:39
  going
• 8:39
  deeper.
• 8:41
  But
• 8:43
  I
• 8:43
  think
• 8:43
  the
• 8:43
  interesting
• 8:43
  thing
• 8:44
  with
• 8:44
  FAST
• 8:44
  and
• 8:44
  all
• 8:44
  the
• 8:45
  different
• 8:45
  services
• 8:45
  that
• 8:46
  are
• 8:46
  now
• 8:46
  growing
• 8:46
  and
• 8:46
  growing,
• 8:47
  Roku,
• 8:47
  Samsung,
• 8:48
  Pluto,
• 8:49
  et
• 8:49
  cetera,
• 8:50
  is
• 8:50
  it
• 8:50
  does.
• 8:51
  There's
• 8:51
  a
• 8:51
  form
• 8:52
  of
• 8:52
  discovery
• 8:52
  there,
• 8:52
  I
• 8:53
  think
• 8:53
  in
• 8:53
  that
• 8:53
  I
• 8:54
  don't
• 8:54
  know
• 8:54
  if
• 8:54
  you've
• 8:54
  recently
• 8:56
  you
• 8:56
  turn
• 8:56
  your
• 8:56
  TV
• 8:57
  on
• 8:57
  and
• 8:57
  suddenly
• 8:57
  there's
• 8:58
  a
• 8:58
  whole
• 8:58
  bunch
• 8:58
  of
• 8:58
  entertainment
• 8:59
  choices
• 8:59
  presented
• 9:00
  to
• 9:00
  you
• 9:00
  in
• 9:00
  the
• 9:00
  same
• 9:00
  way
• 9:00
  that
• 9:01
  Netflix
• 9:01
  does.
• 9:01
  Right.
• 9:02
  They
• 9:02
  kind
• 9:02
  of
• 9:02
  home
• 9:03
  screen.
• 9:04
  So
• 9:05
  I
• 9:05
  recently
• 9:06
  have
• 9:06
  been
• 9:06
  served
• 9:07
  ads
• 9:07
  for
• 9:07
  strawberry
• 9:08
  or
• 9:08
  cake
• 9:08
  and
• 9:09
  Pokemon
• 9:09
  on
• 9:09
  the
• 9:09
  front
• 9:09
  of
• 9:10
  Samsung
• 9:10
  tv.
• 9:11
  So
• 9:12
  I
• 9:12
  think
• 9:12
  it
• 9:13
  won't
• 9:13
  work
• 9:14
  for
• 9:14
  everybody
• 9:15
  right
• 9:15
  now.
• 9:15
  But
• 9:16
  because
• 9:17
  we're
• 9:18
  in
• 9:18
  an
• 9:18
  interesting
• 9:18
  position
• 9:19
  that
• 9:19
  we
• 9:19
  have
• 9:20
  most
• 9:21
  a
• 9:21
  large
• 9:21
  share
• 9:22
  of
• 9:22
  the
• 9:22
  kids
• 9:23
  channels
• 9:23
  within
• 9:23
  these
• 9:24
  environments,
• 9:24
  that
• 9:25
  we're
• 9:25
  kind
• 9:25
  of
• 9:25
  fortunate
• 9:26
  that
• 9:26
  people
• 9:26
  probably
• 9:26
  are
• 9:27
  discovering
• 9:27
  our
• 9:27
  channels
• 9:28
  through
• 9:28
  these
• 9:28
  platforms.
• 9:30
  But
• 9:30
  as
• 9:30
  you
• 9:30
  say,
• 9:31
  they're
• 9:32
  different
• 9:32
  kind
• 9:32
  of
• 9:32
  operating
• 9:33
  systems
• 9:33
  and
• 9:33
  slightly
• 9:34
  different
• 9:34
  experiences.
• 9:37
  Tell
• 9:37
  us
• 9:37
  a
• 9:37
  bit
• 9:37
  about
• 9:37
  that
• 9:38
  share
• 9:38
  that
• 9:38
  you
• 9:38
  mentioned.
• 9:39
  What
• 9:39
  kind
• 9:39
  of
• 9:40
  scale
• 9:40
  and
• 9:40
  volume
• 9:40
  are
• 9:40
  you
• 9:41
  talking
• 9:41
  about
• 9:41
  here
• 9:41
  with
• 9:42
  Wild
• 9:42
  Brain
• 9:42
  channels?
• 9:44
  So
• 9:44
  we
• 9:44
  were
• 9:44
  quite
• 9:44
  taken
• 9:45
  aback
• 9:45
  actually
• 9:45
  last
• 9:46
  year
• 9:46
  when
• 9:46
  we
• 9:46
  started
• 9:47
  looking
• 9:47
  at
• 9:47
  the
• 9:47
  numbers
• 9:49
  because
• 9:50
  we
• 9:50
  have
• 9:50
  been
• 9:50
  a
• 9:50
  kind
• 9:50
  of
• 9:51
  forerunner
• 9:52
  in
• 9:52
  kids
• 9:52
  fast
• 9:53
  and
• 9:53
  we
• 9:53
  work
• 9:53
  with
• 9:53
  these
• 9:54
  platforms
• 9:54
  quite
• 9:54
  early
• 9:54
  on
• 9:56
  on
• 9:56
  some
• 9:57
  of
• 9:57
  the
• 9:57
  major
• 9:57
  services
• 9:58
  or
• 9:58
  actually
• 9:59
  across
• 9:59
  all
• 9:59
  of
• 9:59
  them
• 10:00
  now
• 10:00
  in
• 10:00
  the
• 10:00
  US
• 10:01
  we
• 10:01
  have
• 10:04
  50
• 10:04
  plus
• 10:04
  percent
• 10:04
  of
• 10:05
  all
• 10:05
  the
• 10:05
  kids
• 10:05
  and
• 10:05
  family
• 10:06
  channels
• 10:06
  on
• 10:06
  these
• 10:06
  fast
• 10:07
  platforms.
• 10:08
  Yeah,
• 10:10
  it's
• 10:10
  interesting
• 10:11
  and
• 10:12
  why
• 10:12
  we
• 10:13
  were
• 10:13
  able
• 10:13
  to
• 10:13
  do
• 10:13
  that.
• 10:14
  Wild
• 10:15
  Brain's
• 10:15
  always
• 10:15
  been
• 10:15
  quite
• 10:16
  good
• 10:16
  at
• 10:16
  kind
• 10:17
  of
• 10:18
  looking
• 10:18
  at
• 10:18
  what's
• 10:19
  happening
• 10:20
  and
• 10:20
  kind
• 10:20
  of
• 10:21
  trialing
• 10:21
  things
• 10:22
  and
• 10:22
  looking
• 10:23
  ahead
• 10:23
  and
• 10:23
  the
• 10:23
  luxury
• 10:24
  of
• 10:24
  having
• 10:25
  A
• 10:25
  large
• 10:25
  catalogue,
• 10:26
  as
• 10:26
  I
• 10:26
  said,
• 10:26
  with
• 10:27
  non
• 10:27
  exclusive
• 10:27
  rights
• 10:28
  on
• 10:28
  some
• 10:28
  shows
• 10:29
  meant
• 10:29
  that
• 10:29
  we
• 10:29
  could,
• 10:30
  we
• 10:30
  could
• 10:30
  put
• 10:31
  stuff
• 10:31
  up
• 10:31
  and
• 10:31
  test.
• 10:32
  And
• 10:32
  it
• 10:33
  hasn't
• 10:33
  come
• 10:33
  overnight,
• 10:34
  it's
• 10:34
  grown.
• 10:35
  But
• 10:35
  we're
• 10:35
  now
• 10:35
  in
• 10:35
  a
• 10:36
  really
• 10:36
  fortunate
• 10:36
  and
• 10:36
  a
• 10:37
  unique
• 10:37
  position
• 10:38
  to
• 10:38
  have
• 10:39
  all
• 10:39
  of
• 10:39
  that
• 10:39
  viewership
• 10:40
  across
• 10:40
  lots
• 10:41
  of
• 10:41
  different
• 10:41
  brands
• 10:42
  which
• 10:43
  as
• 10:43
  you
• 10:43
  think
• 10:43
  about
• 10:43
  media
• 10:44
  solutions
• 10:45
  and
• 10:45
  being
• 10:45
  able
• 10:46
  to
• 10:46
  then
• 10:46
  sell
• 10:46
  that
• 10:46
  to
• 10:47
  advertisers
• 10:48
  is
• 10:48
  what
• 10:48
  you
• 10:48
  need.
• 10:49
  Because
• 10:49
  you
• 10:49
  need
• 10:49
  the
• 10:49
  scale,
• 10:50
  the
• 10:50
  breadth
• 10:50
  and
• 10:50
  the
• 10:50
  depth
• 10:51
  of
• 10:51
  kind
• 10:51
  of
• 10:52
  different
• 10:52
  types
• 10:52
  of
• 10:52
  audiences.
• 10:54
  I'd
• 10:55
  love
• 10:55
  to
• 10:55
  know
• 10:55
  different
• 10:56
  types
• 10:56
  of
• 10:56
  audiences
• 10:56
  because
• 10:57
  you've
• 10:57
  talked
• 10:57
  about
• 10:57
  Strawberry
• 10:57
  Shortcake
• 10:58
  and
• 10:58
  you've
• 10:58
  talked
• 10:58
  about
• 10:59
  Pokemon.
• 10:59
  Like
• 11:00
  what
• 11:00
  are
• 11:00
  you
• 11:00
  seeing
• 11:00
  the
• 11:00
  difference
• 11:01
  between
• 11:01
  preschool
• 11:02
  and
• 11:02
  six
• 11:02
  plus?
• 11:02
  Because
• 11:03
  they're
• 11:04
  really
• 11:04
  different
• 11:05
  in
• 11:05
  my
• 11:05
  experience
• 11:05
  anyway,
• 11:06
  they're
• 11:06
  really
• 11:06
  different
• 11:07
  types
• 11:07
  of
• 11:07
  audiences
• 11:08
  to
• 11:08
  get
• 11:08
  hold
• 11:09
  of.
• 11:12
  The
• 11:12
  numbers
• 11:13
  across
• 11:13
  the
• 11:13
  board
• 11:15
  are
• 11:15
  just
• 11:15
  sizable.
• 11:16
  And
• 11:16
  fast,
• 11:17
  again,
• 11:19
  what
• 11:19
  have
• 11:19
  we
• 11:19
  released
• 11:20
  recently?
• 11:20
  Caillou
• 11:21
  has
• 11:21
  kind
• 11:22
  of,
• 11:22
  we've
• 11:22
  been
• 11:22
  launched
• 11:23
  in
• 11:24
  the
• 11:24
  last
• 11:24
  year.
• 11:25
  Um,
• 11:25
  that
• 11:26
  is
• 11:26
  the
• 11:27
  gift
• 11:27
  that
• 11:27
  carries
• 11:28
  on
• 11:28
  giving
• 11:29
  kids
• 11:29
  love
• 11:29
  Caillou.
• 11:30
  It's
• 11:30
  huge
• 11:31
  on
• 11:31
  YouTube
• 11:31
  and
• 11:31
  it's
• 11:32
  like
• 11:32
  rapidly
• 11:32
  taken
• 11:33
  off
• 11:33
  on
• 11:33
  fast.
• 11:35
  I
• 11:36
  think
• 11:36
  it's
• 11:36
  just
• 11:37
  you're
• 11:37
  providing
• 11:38
  again,
• 11:38
  it's
• 11:39
  like,
• 11:39
  are
• 11:39
  you
• 11:39
  providing
• 11:39
  a
• 11:39
  valuable
• 11:40
  service
• 11:40
  and
• 11:40
  if
• 11:41
  parents
• 11:41
  and
• 11:41
  kids
• 11:42
  can
• 11:42
  find
• 11:42
  a
• 11:43
  channel
• 11:43
  that
• 11:43
  looks
• 11:43
  like
• 11:44
  something
• 11:44
  that.
• 11:44
  Or
• 11:44
  a
• 11:44
  show
• 11:45
  that
• 11:45
  they
• 11:45
  like
• 11:45
  and
• 11:45
  you
• 11:46
  know,
• 11:46
  they
• 11:46
  know
• 11:47
  the
• 11:47
  parents
• 11:47
  are
• 11:47
  happy
• 11:48
  with
• 11:48
  it
• 11:48
  and
• 11:48
  then
• 11:48
  it's
• 11:49
  on
• 11:49
  a
• 11:49
  big
• 11:49
  screen
• 11:50
  and
• 11:51
  it's.
• 11:51
  And
• 11:51
  it's
• 11:51
  back
• 11:51
  to
• 11:52
  back
• 11:52
  episodes.
• 11:52
  So
• 11:52
  you're
• 11:53
  not
• 11:53
  kind
• 11:53
  of
• 11:53
  going
• 11:53
  off
• 11:54
  and
• 11:54
  finding
• 11:54
  other
• 11:54
  things.
• 11:56
  But
• 11:56
  I
• 11:56
  don't
• 11:57
  think
• 11:57
  there's
• 11:57
  been
• 11:57
  a
• 11:57
  distinction
• 11:58
  by
• 11:58
  the
• 11:58
  way.
• 11:59
  I
• 11:59
  think
• 11:59
  the
• 11:59
  preschool
• 12:00
  audiences,
• 12:00
  obviously
• 12:01
  there's
• 12:01
  volume,
• 12:01
  but
• 12:01
  then
• 12:02
  the
• 12:02
  six
• 12:02
  pluses,
• 12:03
  you're
• 12:04
  getting
• 12:04
  into
• 12:04
  an
• 12:04
  interesting
• 12:05
  audience
• 12:05
  who
• 12:05
  are
• 12:05
  much
• 12:05
  more
• 12:05
  kind
• 12:06
  of
• 12:06
  getting.
• 12:07
  Finding
• 12:07
  their
• 12:07
  interests
• 12:08
  and
• 12:09
  they're
• 12:09
  fascinating
• 12:10
  six
• 12:11
  year
• 12:11
  olds
• 12:11
  so
• 12:12
  they're
• 12:12
  choosing
• 12:13
  their
• 12:13
  things
• 12:13
  that
• 12:14
  they
• 12:14
  like
• 12:14
  and
• 12:14
  there's
• 12:15
  peer
• 12:15
  influences
• 12:16
  in
• 12:16
  there.
• 12:16
  They're
• 12:16
  reading,
• 12:16
  they're
• 12:17
  much
• 12:17
  more
• 12:17
  kind
• 12:17
  of
• 12:17
  alert
• 12:18
  to
• 12:18
  kind
• 12:18
  of
• 12:18
  choosing
• 12:19
  things.
• 12:19
  So
• 12:20
  Pokemon
• 12:21
  has
• 12:21
  been
• 12:22
  performing
• 12:22
  fantastically.
• 12:23
  Yeah,
• 12:24
  that's
• 12:24
  really
• 12:24
  interesting.
• 12:25
  When
• 12:25
  you
• 12:25
  were
• 12:25
  talking
• 12:26
  about
• 12:26
  Caillou
• 12:26
  and
• 12:26
  the
• 12:27
  fact
• 12:27
  that
• 12:27
  it
• 12:27
  was
• 12:29
  big
• 12:29
  on
• 12:29
  YouTube
• 12:30
  and
• 12:30
  then
• 12:30
  was
• 12:30
  really
• 12:31
  taking
• 12:31
  off
• 12:31
  on
• 12:31
  fast,
• 12:33
  is
• 12:33
  that
• 12:33
  an
• 12:34
  example
• 12:34
  of
• 12:34
  the
• 12:34
  kind
• 12:34
  of
• 12:35
  complementary
• 12:35
  ecosystem
• 12:36
  of
• 12:37
  YouTube
• 12:37
  and
• 12:37
  fast
• 12:38
  that
• 12:39
  you
• 12:39
  can
• 12:39
  get
• 12:40
  some
• 12:40
  kind
• 12:40
  of
• 12:40
  valuable
• 12:41
  research
• 12:41
  from
• 12:42
  YouTube
• 12:43
  and
• 12:43
  then
• 12:43
  that
• 12:43
  can
• 12:44
  inform
• 12:44
  the
• 12:44
  strategy
• 12:45
  for
• 12:45
  fast.
• 12:46
  Does
• 12:46
  it
• 12:46
  work
• 12:46
  like
• 12:46
  that?
• 12:47
  I
• 12:47
  think
• 12:47
  the
• 12:47
  programming
• 12:48
  is
• 12:48
  ever
• 12:48
  so
• 12:48
  slightly
• 12:49
  different,
• 12:49
  but
• 12:49
  then
• 12:50
  absolutely,
• 12:51
  there
• 12:51
  are
• 12:51
  loads
• 12:51
  of
• 12:51
  great
• 12:51
  insights
• 12:52
  on
• 12:52
  YouTube
• 12:52
  that
• 12:52
  you
• 12:52
  could
• 12:53
  take
• 12:53
  and
• 12:53
  think
• 12:54
  about.
• 12:56
  Caillou
• 12:56
  is
• 12:56
  a
• 12:56
  good
• 12:56
  example
• 12:57
  Kids
• 12:57
  love
• 12:57
  Caillou,
• 12:58
  going
• 12:58
  swimming
• 12:59
  and
• 12:59
  lots
• 13:00
  of
• 13:00
  sort
• 13:00
  of
• 13:02
  more
• 13:02
  kind
• 13:02
  of
• 13:02
  outdoorsy
• 13:03
  activities.
• 13:04
  So
• 13:05
  the
• 13:05
  other
• 13:05
  great
• 13:06
  thing
• 13:06
  about.
• 13:07
  Come
• 13:08
  back
• 13:08
  to
• 13:08
  your
• 13:08
  point
• 13:08
  about
• 13:08
  marketing
• 13:09
  and
• 13:09
  how
• 13:09
  you
• 13:09
  can
• 13:09
  think
• 13:09
  of
• 13:09
  YouTube
• 13:10
  as
• 13:10
  marketing
• 13:10
  and
• 13:11
  long
• 13:11
  form.
• 13:12
  We
• 13:12
  think
• 13:12
  about
• 13:13
  our
• 13:13
  franchise
• 13:13
  plan
• 13:14
  across
• 13:14
  the
• 13:14
  year
• 13:14
  and
• 13:15
  what's
• 13:15
  going
• 13:15
  on
• 13:15
  with
• 13:15
  Teletubbies
• 13:16
  at
• 13:16
  key
• 13:16
  moments,
• 13:16
  like,
• 13:17
  do
• 13:17
  we
• 13:17
  have
• 13:17
  kind
• 13:17
  of
• 13:18
  themed
• 13:19
  months
• 13:19
  or
• 13:19
  a
• 13:19
  franchise
• 13:20
  theme
• 13:20
  for
• 13:20
  the
• 13:21
  year,
• 13:21
  and
• 13:21
  then
• 13:21
  we
• 13:21
  can
• 13:21
  kind
• 13:22
  of
• 13:22
  run
• 13:22
  that
• 13:22
  through
• 13:22
  some
• 13:23
  of
• 13:23
  the
• 13:23
  programming
• 13:23
  and
• 13:23
  the
• 13:24
  promotion
• 13:24
  that
• 13:24
  we're
• 13:24
  doing
• 13:24
  on
• 13:25
  the
• 13:25
  channel
• 13:25
  so
• 13:26
  that
• 13:26
  in
• 13:26
  that
• 13:26
  sense
• 13:27
  they're
• 13:27
  really
• 13:27
  complementary.
• 13:28
  So
• 13:28
  we
• 13:28
  could
• 13:29
  have
• 13:29
  a
• 13:29
  spring
• 13:30
  weekend
• 13:30
  with
• 13:31
  Strawberry
• 13:31
  Shortcake
• 13:32
  or
• 13:32
  Baking
• 13:32
  Month
• 13:33
  or
• 13:33
  something.
• 13:33
  And
• 13:34
  we're
• 13:34
  kind
• 13:35
  of
• 13:35
  quite
• 13:35
  actively
• 13:36
  curating
• 13:36
  that
• 13:37
  and
• 13:37
  choosing
• 13:38
  the
• 13:38
  programming
• 13:38
  around
• 13:39
  that.
• 13:40
  It's
• 13:40
  kind
• 13:40
  of
• 13:40
  about
• 13:41
  being
• 13:41
  as
• 13:41
  obsessed
• 13:42
  with
• 13:42
  your
• 13:42
  IP
• 13:42
  as
• 13:42
  your
• 13:43
  audience
• 13:43
  is,
• 13:43
  right?
• 13:44
  Like,
• 13:44
  it's
• 13:44
  about
• 13:44
  being
• 13:44
  like,
• 13:45
  into
• 13:45
  all
• 13:45
  the
• 13:46
  details,
• 13:46
  knowing
• 13:47
  the
• 13:47
  DNA
• 13:47
  of
• 13:47
  the
• 13:47
  IP
• 13:48
  to
• 13:48
  be
• 13:48
  like,
• 13:49
  yes,
• 13:49
  Strawberry
• 13:49
  Shortcake
• 13:50
  should
• 13:50
  of
• 13:50
  course,
• 13:50
  do
• 13:51
  a
• 13:51
  baking
• 13:51
  month
• 13:51
  and
• 13:51
  it
• 13:51
  should
• 13:52
  be
• 13:52
  around.
• 13:52
  Maybe
• 13:52
  it
• 13:53
  should
• 13:53
  even
• 13:53
  be
• 13:53
  around
• 13:53
  Bake
• 13:53
  off,
• 13:54
  right?
• 13:54
  And,
• 13:54
  like,
• 13:54
  who
• 13:54
  knows,
• 13:54
  right?
• 13:54
  It's
• 13:55
  trying
• 13:55
  to,
• 13:55
  like,
• 13:56
  tie
• 13:56
  it
• 13:56
  in,
• 13:56
  but
• 13:57
  also,
• 13:57
  like,
• 13:58
  make
• 13:59
  the
• 13:59
  programming
• 14:00
  as
• 14:00
  special
• 14:00
  for
• 14:00
  the
• 14:01
  audience
• 14:01
  as
• 14:02
  it
• 14:02
  is
• 14:02
  for.
• 14:02
  As
• 14:03
  it,
• 14:03
  you
• 14:03
  know,
• 14:03
  as
• 14:04
  it
• 14:04
  can
• 14:04
  be.
• 14:05
  No,
• 14:05
  I
• 14:05
  think
• 14:06
  that
• 14:06
  makes
• 14:06
  a
• 14:07
  lot
• 14:07
  of
• 14:07
  sense.
• 14:08
  And
• 14:08
  then,
• 14:08
  yeah,
• 14:09
  so
• 14:09
  the
• 14:10
  viewing
• 14:10
  on
• 14:10
  YouTube,
• 14:11
  the
• 14:11
  TV
• 14:11
  level,
• 14:12
  viewing
• 14:12
  on
• 14:12
  YouTube,
• 14:13
  obviously
• 14:14
  we've
• 14:14
  seen
• 14:14
  the
• 14:14
  US
• 14:14
  Nielsen
• 14:15
  stats
• 14:15
  come
• 14:16
  in.
• 14:16
  You
• 14:17
  know,
• 14:17
  they've
• 14:17
  been
• 14:17
  growing
• 14:17
  over
• 14:17
  the
• 14:18
  past,
• 14:18
  I
• 14:19
  want
• 14:19
  to
• 14:19
  say
• 14:19
  two
• 14:19
  years,
• 14:19
  but
• 14:20
  I
• 14:20
  feel
• 14:20
  like
• 14:20
  it's
• 14:20
  three
• 14:20
  years
• 14:21
  since,
• 14:22
  you
• 14:22
  know,
• 14:22
  YouTube
• 14:24
  stripped
• 14:24
  all
• 14:24
  the
• 14:24
  SVODs
• 14:25
  in
• 14:25
  the
• 14:25
  US
• 14:26
  from
• 14:26
  a
• 14:26
  TV
• 14:27
  perspective,
• 14:29
  what
• 14:29
  kind
• 14:29
  of
• 14:29
  TV
• 14:30
  uptake
• 14:30
  are
• 14:30
  you
• 14:30
  seeing
• 14:31
  on
• 14:31
  the
• 14:32
  IPs
• 14:32
  that
• 14:32
  you're
• 14:32
  running,
• 14:33
  Kate,
• 14:34
  from
• 14:34
  a
• 14:34
  YouTube
• 14:34
  perspective?
• 14:36
  Yeah,
• 14:36
  I
• 14:36
  was
• 14:36
  thinking
• 14:37
  about
• 14:37
  this
• 14:37
  the
• 14:37
  other
• 14:37
  day.
• 14:38
  Covid
• 14:39
  was
• 14:39
  the
• 14:39
  catalyst,
• 14:40
  by
• 14:40
  the
• 14:40
  way.
• 14:40
  That
• 14:41
  was
• 14:41
  when
• 14:41
  we
• 14:41
  saw
• 14:41
  the
• 14:42
  lines
• 14:42
  crossover,
• 14:43
  when
• 14:43
  TV
• 14:44
  overtook
• 14:44
  mobile
• 14:45
  because
• 14:46
  it
• 14:46
  was
• 14:47
  at
• 14:47
  home.
• 14:47
  It
• 14:47
  was
• 14:48
  for
• 14:48
  all
• 14:48
  the
• 14:48
  reasons
• 14:48
  we
• 14:48
  know,
• 14:49
  and
• 14:49
  it
• 14:49
  never
• 14:50
  went
• 14:50
  back.
• 14:53
  That
• 14:53
  was
• 14:53
  the
• 14:53
  kicker.
• 14:55
  And
• 14:55
  then
• 14:55
  I
• 14:55
  think
• 14:55
  it's
• 14:56
  taken
• 14:56
  a
• 14:56
  few
• 14:56
  years
• 14:56
  for
• 14:57
  that
• 14:57
  to
• 14:57
  kind
• 14:57
  of
• 14:57
  bed
• 14:58
  in
• 14:58
  in
• 14:58
  the
• 14:59
  same
• 14:59
  way.
• 14:59
  And
• 14:59
  then
• 15:00
  it's
• 15:00
  now
• 15:00
  showing
• 15:00
  up
• 15:00
  in
• 15:01
  the.
• 15:01
  The
• 15:01
  survey
• 15:02
  data.
• 15:02
  Obviously,
• 15:04
  the.
• 15:05
  We're
• 15:05
  looking
• 15:06
  at
• 15:06
  about
• 15:06
  60%
• 15:07
  viewership
• 15:08
  on
• 15:08
  connected
• 15:08
  TV
• 15:09
  on
• 15:09
  YouTube,
• 15:09
  and
• 15:09
  it's
• 15:09
  been
• 15:09
  that
• 15:10
  way,
• 15:10
  by
• 15:10
  the
• 15:10
  way,
• 15:10
  for
• 15:10
  years.
• 15:11
  So,
• 15:13
  you
• 15:13
  know,
• 15:13
  as
• 15:13
  I
• 15:13
  said,
• 15:13
  maybe.
• 15:14
  Maybe
• 15:14
  that's
• 15:14
  why
• 15:15
  we
• 15:15
  think
• 15:15
  of
• 15:15
  ourselves
• 15:16
  as
• 15:16
  this
• 15:16
  TV
• 15:17
  network,
• 15:17
  because
• 15:18
  largely
• 15:18
  most
• 15:19
  of
• 15:19
  the
• 15:19
  viewership
• 15:19
  is
• 15:20
  coming,
• 15:20
  is
• 15:20
  coming
• 15:20
  on
• 15:21
  TVs,
• 15:23
  and
• 15:23
  you've
• 15:23
  got
• 15:23
  mobile
• 15:24
  and
• 15:24
  tablet,
• 15:24
  obviously,
• 15:24
  but
• 15:25
  it's
• 15:26
  I
• 15:26
  think
• 15:26
  the
• 15:27
  long,
• 15:28
  sorry,
• 15:28
  the
• 15:28
  high
• 15:28
  amount
• 15:28
  of
• 15:29
  TV
• 15:29
  viewership
• 15:29
  is
• 15:29
  because
• 15:30
  of
• 15:30
  the
• 15:30
  nature
• 15:30
  of
• 15:30
  our
• 15:31
  programming.
• 15:31
  And
• 15:31
  it's
• 15:32
  not
• 15:32
  just
• 15:32
  the
• 15:32
  length.
• 15:33
  It's
• 15:33
  to
• 15:33
  do.
• 15:33
  The
• 15:34
  fact
• 15:34
  that
• 15:34
  it's
• 15:34
  multi
• 15:34
  generational,
• 15:35
  it's
• 15:36
  kind
• 15:36
  of
• 15:36
  nostalgic
• 15:37
  franchises.
• 15:38
  It's
• 15:38
  probably
• 15:38
  more
• 15:39
  likely
• 15:39
  to
• 15:39
  be
• 15:39
  the
• 15:40
  kind
• 15:40
  of
• 15:40
  shows
• 15:40
  that
• 15:41
  we
• 15:41
  know
• 15:42
  from
• 15:42
  our
• 15:42
  research
• 15:42
  that
• 15:43
  kids
• 15:43
  and
• 15:44
  parents
• 15:44
  will
• 15:45
  kind
• 15:45
  of
• 15:45
  choose
• 15:45
  to
• 15:46
  watch
• 15:46
  together
• 15:47
  because
• 15:47
  there's
• 15:47
  an
• 15:47
  affection
• 15:48
  for
• 15:48
  it
• 15:48
  rather
• 15:49
  than
• 15:49
  it
• 15:49
  being
• 15:49
  something
• 15:49
  that
• 15:50
  kids
• 15:50
  have
• 15:50
  chosen
• 15:51
  themselves.
• 15:53
  Yeah,
• 15:53
  that's
• 15:53
  something
• 15:53
  I'm
• 15:54
  seeing
• 15:54
  a
• 15:54
  load
• 15:54
  of
• 15:55
  in
• 15:55
  our
• 15:56
  Netflix
• 15:56
  data
• 15:56
  as
• 15:56
  well.
• 15:57
  Right?
• 15:57
  Like
• 15:57
  that.
• 15:58
  Those
• 15:59
  shows
• 15:59
  that
• 15:59
  kind
• 16:00
  of
• 16:00
  go
• 16:00
  up
• 16:00
  the
• 16:00
  generations.
• 16:00
  So
• 16:01
  we
• 16:01
  saw
• 16:01
  like
• 16:01
  man
• 16:01
  vs
• 16:02
  Baby
• 16:02
  on
• 16:02
  Netflix
• 16:02
  recently,
• 16:03
  which
• 16:03
  is
• 16:03
  like
• 16:03
  Rowan
• 16:04
  Atkinson
• 16:04
  core,
• 16:05
  basically.
• 16:06
  And
• 16:06
  that
• 16:06
  did
• 16:07
  phenomenally
• 16:07
  well
• 16:07
  over
• 16:08
  the
• 16:08
  two
• 16:08
  weeks
• 16:08
  at
• 16:08
  Christmas
• 16:09
  as
• 16:09
  well.
• 16:09
  When,
• 16:09
  like
• 16:10
  Christmas
• 16:10
  viewing
• 16:10
  is
• 16:11
  so
• 16:11
  full
• 16:11
  of
• 16:11
  competition,
• 16:13
  you
• 16:13
  know,
• 16:14
  we
• 16:14
  see
• 16:14
  it
• 16:14
  with
• 16:14
  all
• 16:15
  those
• 16:15
  legacy
• 16:15
  ip
• 16:16
  like
• 16:16
  Pokemon.
• 16:17
  Spongebob
• 16:18
  is
• 16:18
  another
• 16:18
  one
• 16:18
  where
• 16:19
  that,
• 16:19
  like,
• 16:20
  you
• 16:20
  know,
• 16:20
  I
• 16:21
  feel
• 16:21
  like
• 16:22
  kids
• 16:22
  TV
• 16:22
  is
• 16:23
  the
• 16:23
  new
• 16:23
  comfort
• 16:24
  TV
• 16:24
  for,
• 16:25
  you
• 16:25
  know,
• 16:25
  Gen
• 16:26
  Z
• 16:26
  and
• 16:26
  Millennials
• 16:27
  as
• 16:27
  well.
• 16:27
  Right.
• 16:27
  Like,
• 16:28
  and
• 16:28
  then
• 16:28
  obviously
• 16:29
  parents
• 16:29
  are
• 16:29
  bringing
• 16:30
  their
• 16:30
  kids
• 16:30
  into
• 16:30
  it.
• 16:32
  You
• 16:32
  know,
• 16:32
  it's,
• 16:33
  it's,
• 16:33
  it's
• 16:33
  like
• 16:33
  the
• 16:33
  sitcom.
• 16:34
  It's
• 16:34
  like
• 16:34
  what
• 16:35
  we,
• 16:35
  like
• 16:35
  what
• 16:36
  we
• 16:36
  would
• 16:36
  have
• 16:36
  come
• 16:36
  for
• 16:37
  TV
• 16:37
  watched
• 16:37
  as
• 16:38
  sitcoms
• 16:38
  like
• 16:38
  Friends
• 16:39
  or
• 16:39
  even
• 16:39
  like
• 16:39
  something
• 16:39
  like
• 16:39
  the
• 16:40
  Golden
• 16:40
  Girls.
• 16:40
  It's
• 16:40
  now
• 16:41
  spongebob,
• 16:42
  different
• 16:43
  type
• 16:43
  of
• 16:44
  golden
• 16:44
  entity.
• 16:46
  But
• 16:46
  you
• 16:46
  know
• 16:47
  what?
• 16:47
  It
• 16:47
  stands
• 16:47
  the
• 16:47
  test
• 16:47
  of
• 16:48
  time.
• 16:48
  It's
• 16:48
  really
• 16:49
  rewatchable.
• 16:49
  I
• 16:50
  think
• 16:50
  that's
• 16:50
  the
• 16:50
  other
• 16:50
  thing.
• 16:51
  It's
• 16:51
  not
• 16:51
  just
• 16:52
  a
• 16:52
  fad,
• 16:52
  is
• 16:52
  it?
• 16:52
  It's
• 16:52
  not
• 16:53
  just
• 16:53
  a
• 16:53
  trend.
• 16:53
  There's
• 16:53
  something
• 16:54
  about
• 16:54
  it.
• 16:55
  You
• 16:55
  discover
• 16:55
  it
• 16:55
  and
• 16:56
  then
• 16:56
  you're
• 16:56
  like,
• 16:56
  this
• 16:56
  is
• 16:56
  really
• 16:57
  great
• 16:57
  or
• 16:57
  funny
• 16:58
  or
• 16:58
  it
• 16:59
  makes
• 16:59
  my
• 16:59
  mum
• 16:59
  laugh
• 16:59
  as
• 17:00
  much
• 17:00
  as
• 17:00
  me.
• 17:00
  It's
• 17:00
  kind
• 17:00
  of.
• 17:01
  There's,
• 17:02
  it's
• 17:02
  really
• 17:02
  well
• 17:03
  made,
• 17:03
  isn't
• 17:03
  it?
• 17:03
  So
• 17:04
  it's
• 17:04
  kind
• 17:04
  of.
• 17:04
  Yeah.
• 17:05
  How
• 17:05
  that
• 17:06
  plays
• 17:06
  into
• 17:07
  it,
• 17:07
  I
• 17:07
  think.
• 17:08
  That's
• 17:08
  one
• 17:08
  of
• 17:08
  the
• 17:08
  fundamental
• 17:09
  changes
• 17:09
  in
• 17:09
  the
• 17:09
  entertainment
• 17:10
  industry
• 17:10
  now.
• 17:10
  It's
• 17:11
  like,
• 17:11
  it
• 17:11
  used
• 17:11
  to
• 17:11
  be
• 17:12
  a
• 17:12
  pipeline,
• 17:13
  right?
• 17:13
  Like
• 17:13
  back
• 17:13
  10
• 17:13
  years
• 17:13
  ago,
• 17:14
  15
• 17:14
  years
• 17:14
  ago,
• 17:14
  when
• 17:14
  I
• 17:15
  was
• 17:15
  working
• 17:15
  the
• 17:15
  channel,
• 17:15
  it
• 17:15
  was
• 17:16
  like,
• 17:16
  new
• 17:16
  season
• 17:16
  of
• 17:17
  this,
• 17:17
  new
• 17:17
  season
• 17:17
  of
• 17:17
  this,
• 17:17
  this
• 17:18
  new
• 17:18
  series.
• 17:18
  New
• 17:18
  season
• 17:18
  of
• 17:19
  this
• 17:19
  new
• 17:19
  season
• 17:19
  of
• 17:19
  this,
• 17:19
  this
• 17:19
  new
• 17:20
  series.
• 17:20
  And
• 17:20
  it's
• 17:20
  actually
• 17:20
  like
• 17:21
  the
• 17:21
  room
• 17:22
  is
• 17:22
  pretty
• 17:23
  full
• 17:23
  with
• 17:24
  IP
• 17:24
  that's
• 17:25
  still
• 17:25
  really
• 17:25
  relevant.
• 17:26
  Obviously,
• 17:26
  not
• 17:26
  every
• 17:26
  single
• 17:27
  IP
• 17:27
  that's
• 17:27
  launched
• 17:28
  is
• 17:28
  relevant,
• 17:28
  but
• 17:29
  pillars,
• 17:30
  they're
• 17:30
  pillars
• 17:30
  like
• 17:31
  spongebob
• 17:31
  or
• 17:32
  Pepper
• 17:32
  or
• 17:32
  Strawberry
• 17:33
  Shortcake
• 17:33
  or
• 17:33
  Teletubbies,
• 17:34
  right?
• 17:34
  Like,
• 17:35
  and
• 17:35
  if
• 17:36
  you're
• 17:36
  launching
• 17:36
  a
• 17:37
  new
• 17:37
  IP
• 17:37
  into
• 17:38
  the
• 17:38
  room
• 17:38
  to
• 17:38
  take
• 17:39
  up
• 17:39
  that
• 17:39
  oxygen.
• 17:40
  I'm
• 17:40
  going
• 17:40
  to
• 17:40
  go
• 17:40
  with
• 17:40
  the
• 17:41
  mantra
• 17:41
  here,
• 17:41
  the
• 17:42
  analogy
• 17:42
  that
• 17:42
  I
• 17:42
  have.
• 17:42
  But
• 17:43
  if
• 17:43
  you're
• 17:43
  going
• 17:43
  to
• 17:43
  launch
• 17:43
  a
• 17:43
  new
• 17:44
  ip,
• 17:44
  like,
• 17:45
  you
• 17:45
  need
• 17:45
  to
• 17:45
  realize
• 17:46
  that
• 17:46
  you're
• 17:46
  taking
• 17:46
  up
• 17:46
  space
• 17:47
  from
• 17:47
  these
• 17:48
  pillars
• 17:48
  that
• 17:48
  have
• 17:49
  been
• 17:49
  there
• 17:49
  in
• 17:49
  the
• 17:50
  landscape
• 17:50
  for
• 17:51
  decades.
• 17:51
  You
• 17:52
  know,
• 17:52
  this
• 17:53
  is
• 17:53
  not
• 17:53
  to
• 17:53
  say
• 17:53
  that
• 17:53
  we
• 17:54
  don't
• 17:54
  want
• 17:54
  to
• 17:54
  see
• 17:54
  new
• 17:54
  stuff.
• 17:55
  I
• 17:55
  mean,
• 17:55
  it's
• 17:55
  exciting,
• 17:56
  new
• 17:56
  stuff's
• 17:57
  brilliant.
• 17:57
  But
• 17:59
  yeah,
• 17:59
  you're
• 17:59
  kind
• 18:00
  of
• 18:00
  in
• 18:00
  this
• 18:01
  day
• 18:01
  and
• 18:01
  age
• 18:01
  where
• 18:01
  it's
• 18:02
  so
• 18:02
  stuff
• 18:03
  is
• 18:03
  so
• 18:03
  accessible
• 18:04
  and
• 18:06
  brought
• 18:06
  forward
• 18:07
  in
• 18:07
  different
• 18:07
  ways
• 18:08
  that.
• 18:08
  And
• 18:08
  if
• 18:08
  it's
• 18:09
  good
• 18:09
  and
• 18:09
  it's
• 18:09
  good
• 18:09
  quality
• 18:10
  and
• 18:10
  it
• 18:10
  stands
• 18:11
  the
• 18:11
  test
• 18:11
  of
• 18:11
  time,
• 18:11
  then,
• 18:13
  yeah,
• 18:13
  you
• 18:13
  just
• 18:14
  got
• 18:14
  to
• 18:14
  provide
• 18:14
  something
• 18:14
  different.
• 18:16
  Yeah.
• 18:16
  And
• 18:16
  franchise
• 18:17
  companies
• 18:17
  obviously
• 18:17
  very
• 18:17
  invested
• 18:18
  in
• 18:18
  keeping
• 18:18
  the
• 18:18
  story
• 18:19
  going.
• 18:19
  So,
• 18:20
  you
• 18:20
  know,
• 18:21
  Peppa
• 18:21
  Pig,
• 18:21
  for
• 18:21
  example,
• 18:22
  you
• 18:22
  find
• 18:23
  reasons
• 18:23
  to
• 18:23
  kind
• 18:23
  of
• 18:23
  bring
• 18:24
  people
• 18:24
  back
• 18:24
  in.
• 18:27
  It
• 18:27
  really
• 18:28
  highlights,
• 18:28
  doesn't
• 18:29
  it,
• 18:30
  the
• 18:31
  value
• 18:31
  of
• 18:32
  that
• 18:32
  quality
• 18:33
  storytelling.
• 18:34
  There's
• 18:34
  a
• 18:34
  reason
• 18:34
  that
• 18:35
  these
• 18:35
  things
• 18:35
  are
• 18:35
  coming
• 18:36
  back
• 18:36
  and
• 18:36
  they're
• 18:36
  finding
• 18:37
  a
• 18:37
  new
• 18:37
  audience,
• 18:37
  whether
• 18:38
  it
• 18:38
  is
• 18:38
  Friends
• 18:38
  or
• 18:39
  Golden
• 18:39
  Girls
• 18:39
  or.
• 18:41
  I
• 18:41
  mean,
• 18:41
  there's
• 18:41
  a
• 18:42
  reason
• 18:42
  that
• 18:42
  it
• 18:42
  comes
• 18:42
  back.
• 18:43
  I
• 18:43
  think
• 18:43
  there's
• 18:44
  plenty
• 18:44
  of
• 18:44
  reasons
• 18:45
  that
• 18:45
  we
• 18:45
  could
• 18:46
  dig
• 18:46
  into.
• 18:46
  But
• 18:48
  you
• 18:48
  know,
• 18:48
  that's,
• 18:50
  as
• 18:50
  you
• 18:50
  said,
• 18:50
  that
• 18:51
  kind
• 18:51
  of
• 18:52
  lean
• 18:52
  back,
• 18:53
  pure
• 18:53
  enjoyment
• 18:54
  viewing
• 18:55
  experience
• 18:55
  never
• 18:56
  really
• 18:56
  went
• 18:56
  away.
• 18:57
  We
• 18:57
  all
• 18:58
  kind
• 18:58
  of
• 18:58
  got
• 18:58
  hooked
• 18:59
  on
• 18:59
  the
• 18:59
  shorts
• 18:59
  thing
• 19:00
  for
• 19:00
  a
• 19:00
  while,
• 19:00
  didn't
• 19:00
  we?
• 19:01
  You
• 19:01
  know,
• 19:01
  and
• 19:01
  everybody
• 19:01
  runs
• 19:02
  towards
• 19:02
  it
• 19:02
  and
• 19:02
  thinks
• 19:03
  it's
• 19:04
  the
• 19:04
  silver
• 19:04
  bullet
• 19:05
  that's
• 19:05
  going
• 19:05
  to
• 19:05
  fix
• 19:05
  everything.
• 19:05
  And
• 19:06
  it
• 19:06
  feels
• 19:06
  like
• 19:07
  the
• 19:07
  pendulum
• 19:07
  swing
• 19:07
  is
• 19:08
  coming
• 19:08
  back
• 19:08
  a
• 19:08
  little
• 19:08
  bit.
• 19:09
  Not
• 19:09
  just
• 19:09
  the
• 19:09
  short
• 19:10
  thing,
• 19:10
  Jo,
• 19:10
  though,
• 19:10
  it's
• 19:11
  still.
• 19:11
  It's
• 19:11
  the
• 19:11
  on
• 19:12
  demand
• 19:12
  thing
• 19:12
  too.
• 19:13
  Right.
• 19:13
  Like,
• 19:13
  I
• 19:13
  don't
• 19:14
  want
• 19:14
  to
• 19:14
  choose.
• 19:14
  I
• 19:14
  have
• 19:15
  to
• 19:15
  make
• 19:15
  a
• 19:15
  million
• 19:15
  choices
• 19:15
  a
• 19:16
  day.
• 19:16
  Like,
• 19:16
  choose
• 19:16
  for
• 19:17
  me.
• 19:17
  Right.
• 19:17
  This
• 19:18
  is
• 19:18
  true.
• 19:18
  Yes.
• 19:19
  We
• 19:19
  now,
• 19:19
  now
• 19:20
  we
• 19:20
  have
• 19:20
  infinite
• 19:21
  content.
• 19:21
  We
• 19:22
  are
• 19:22
  paralyzed
• 19:23
  by
• 19:23
  the
• 19:24
  choice.
• 19:25
  And
• 19:25
  actually
• 19:25
  in
• 19:25
  the
• 19:25
  same
• 19:26
  way
• 19:26
  that
• 19:26
  we
• 19:26
  used
• 19:26
  to,
• 19:27
  you
• 19:27
  know,
• 19:28
  you
• 19:28
  would
• 19:28
  have
• 19:28
  your.
• 19:29
  Or
• 19:29
  your
• 19:29
  family
• 19:29
  would
• 19:30
  have
• 19:30
  a
• 19:30
  newspaper
• 19:31
  of
• 19:31
  choice.
• 19:32
  They
• 19:32
  were
• 19:32
  all
• 19:33
  reporting
• 19:33
  the
• 19:33
  same
• 19:33
  news,
• 19:34
  but
• 19:34
  each
• 19:34
  new
• 19:35
  newspaper
• 19:36
  aggregated
• 19:37
  it
• 19:37
  and
• 19:37
  presented
• 19:37
  it
• 19:38
  in
• 19:38
  a
• 19:38
  certain
• 19:38
  way.
• 19:38
  And
• 19:39
  it
• 19:39
  feels
• 19:39
  like
• 19:40
  we're
• 19:40
  in
• 19:40
  that
• 19:40
  stage
• 19:41
  now
• 19:41
  where
• 19:41
  we
• 19:42
  want
• 19:42
  someone
• 19:42
  to
• 19:43
  curate
• 19:43
  that
• 19:43
  experience
• 19:44
  for
• 19:44
  us
• 19:44
  in
• 19:45
  a
• 19:45
  video
• 19:45
  sense.
• 19:46
  In
• 19:46
  fact,
• 19:47
  let's
• 19:47
  dig
• 19:47
  into
• 19:47
  that
• 19:48
  a
• 19:48
  little
• 19:48
  bit
• 19:48
  because
• 19:48
  you've
• 19:49
  got
• 19:49
  hub
• 19:49
  channels
• 19:49
  as
• 19:49
  well.
• 19:50
  How
• 19:50
  do
• 19:50
  you
• 19:51
  think
• 19:51
  about,
• 19:51
  how
• 19:51
  do
• 19:52
  you
• 19:52
  feel
• 19:52
  about
• 19:52
  that
• 19:52
  curation,
• 19:53
  not
• 19:54
  just
• 19:54
  with
• 19:54
  your
• 19:54
  single
• 19:54
  IP
• 19:55
  channels,
• 19:56
  but
• 19:56
  you're
• 19:56
  thinking
• 19:57
  about
• 19:57
  it
• 19:57
  from
• 19:57
  a
• 19:57
  hub.
• 19:58
  At
• 19:58
  a
• 19:58
  hub
• 19:58
  level
• 19:59
  too.
• 20:00
  Yeah.
• 20:01
  So
• 20:01
  on
• 20:01
  YouTube,
• 20:02
  I
• 20:02
  suppose
• 20:02
  we
• 20:03
  have
• 20:03
  three
• 20:03
  different
• 20:03
  types
• 20:03
  of
• 20:03
  channels.
• 20:04
  We've
• 20:04
  got
• 20:05
  single
• 20:05
  IP
• 20:05
  channels
• 20:06
  in
• 20:06
  multiple
• 20:07
  languages
• 20:07
  depending
• 20:08
  on
• 20:08
  how
• 20:08
  many
• 20:08
  dubs
• 20:09
  we've
• 20:09
  got
• 20:09
  and
• 20:09
  where
• 20:10
  we
• 20:10
  choose
• 20:10
  to
• 20:11
  operate
• 20:11
  those.
• 20:11
  So
• 20:11
  your
• 20:12
  Teletubbies
• 20:12
  26,
• 20:13
  27
• 20:14
  channels
• 20:14
  something
• 20:16
  you've
• 20:16
  also
• 20:16
  got
• 20:17
  single
• 20:17
  i2p
• 20:17
  channels
• 20:18
  around
• 20:18
  library
• 20:18
  shows.
• 20:19
  We
• 20:19
  have
• 20:19
  where
• 20:19
  again
• 20:19
  we've
• 20:20
  got
• 20:20
  kind
• 20:20
  of
• 20:21
  lots
• 20:21
  of
• 20:21
  content
• 20:22
  to
• 20:22
  be
• 20:22
  able
• 20:22
  to
• 20:22
  publish
• 20:24
  Sabrina
• 20:25
  the
• 20:25
  Witch
• 20:25
  something.
• 20:26
  So
• 20:26
  if
• 20:26
  you
• 20:26
  love
• 20:26
  Sabrina,
• 20:27
  there
• 20:27
  is
• 20:27
  a
• 20:27
  channel
• 20:28
  for
• 20:28
  you
• 20:29
  and
• 20:29
  then
• 20:29
  we've
• 20:30
  got
• 20:31
  that.
• 20:31
  We
• 20:31
  do
• 20:31
  that
• 20:31
  work
• 20:32
  then
• 20:32
  for
• 20:33
  strategic
• 20:34
  partners.
• 20:34
  So
• 20:35
  we
• 20:35
  work
• 20:35
  with
• 20:36
  Spin
• 20:36
  Master,
• 20:38
  we
• 20:38
  do
• 20:38
  a
• 20:38
  channel
• 20:38
  for
• 20:38
  Lego
• 20:41
  Smurfs,
• 20:42
  we
• 20:42
  do
• 20:42
  lots
• 20:43
  of
• 20:43
  others.
• 20:43
  And
• 20:43
  again
• 20:43
  with
• 20:44
  that
• 20:44
  everyone
• 20:44
  has
• 20:44
  sort
• 20:45
  of
• 20:45
  slightly
• 20:45
  different
• 20:45
  needs
• 20:46
  and
• 20:47
  content
• 20:47
  to
• 20:47
  work
• 20:48
  with.
• 20:49
  But
• 20:49
  those
• 20:49
  are.
• 20:49
  Yeah,
• 20:50
  you
• 20:50
  jump
• 20:50
  into
• 20:50
  those
• 20:51
  because
• 20:51
  you
• 20:51
  know
• 20:52
  those
• 20:52
  shows
• 20:52
  or
• 20:52
  you're
• 20:53
  a
• 20:53
  fan
• 20:53
  of
• 20:53
  them
• 20:53
  already
• 20:54
  or
• 20:54
  within
• 20:54
  the
• 20:54
  YouTube
• 20:55
  you're
• 20:55
  just
• 20:55
  getting
• 20:55
  recommended
• 20:56
  them
• 20:56
  because
• 20:56
  they're
• 20:56
  similar
• 20:56
  to
• 20:57
  the
• 20:57
  kind
• 20:57
  of
• 20:57
  stuff
• 20:57
  that
• 20:57
  you,
• 20:58
  you're
• 20:58
  watching.
• 20:59
  And
• 20:59
  then
• 21:00
  what
• 21:00
  we
• 21:00
  call
• 21:01
  WildBrain,
• 21:01
  they're
• 21:02
  hub
• 21:02
  channels,
• 21:03
  they're
• 21:03
  named
• 21:03
  Wildbrain
• 21:04
  channels.
• 21:06
  We
• 21:06
  have
• 21:06
  recently
• 21:06
  kind
• 21:07
  of
• 21:07
  really
• 21:07
  ramped
• 21:08
  that
• 21:08
  up
• 21:08
  and
• 21:09
  I
• 21:09
  think
• 21:09
  we're
• 21:09
  up
• 21:09
  to
• 21:09
  about
• 21:10
  300
• 21:10
  now.
• 21:12
  And
• 21:12
  those
• 21:12
  are
• 21:13
  multi
• 21:14
  show
• 21:14
  channels
• 21:15
  that
• 21:15
  are
• 21:15
  programmed
• 21:16
  around
• 21:17
  sort
• 21:17
  of
• 21:18
  types
• 21:18
  of
• 21:18
  content,
• 21:18
  around
• 21:19
  interests.
• 21:20
  And
• 21:20
  we
• 21:20
  thought
• 21:20
  about
• 21:21
  the
• 21:21
  architecture
• 21:22
  of
• 21:22
  those
• 21:22
  channels
• 21:22
  especially
• 21:23
  as
• 21:23
  we
• 21:23
  were
• 21:23
  going
• 21:23
  to
• 21:23
  scale
• 21:24
  it
• 21:24
  up
• 21:25
  to
• 21:25
  be
• 21:25
  a
• 21:25
  sort
• 21:26
  of
• 21:26
  a
• 21:26
  world
• 21:26
  of
• 21:27
  wild
• 21:27
  brain
• 21:27
  with
• 21:27
  different
• 21:28
  places
• 21:29
  and
• 21:29
  spaces
• 21:30
  that
• 21:30
  kids
• 21:31
  that
• 21:31
  recognize.
• 21:32
  So
• 21:33
  the
• 21:33
  zoo
• 21:33
  or
• 21:34
  the
• 21:34
  haunted
• 21:34
  house
• 21:34
  or
• 21:35
  the
• 21:35
  arcade
• 21:36
  or
• 21:36
  something.
• 21:36
  So
• 21:38
  we
• 21:38
  wanted
• 21:38
  them
• 21:38
  to
• 21:39
  have
• 21:39
  clear
• 21:40
  kind
• 21:40
  of
• 21:40
  demo
• 21:41
  and
• 21:41
  interest
• 21:43
  kind
• 21:43
  of
• 21:43
  profiles
• 21:44
  because
• 21:44
  that
• 21:44
  was
• 21:44
  really
• 21:44
  helpful
• 21:45
  for
• 21:45
  advertisers
• 21:45
  to
• 21:45
  understand.
• 21:47
  But
• 21:47
  we
• 21:48
  didn't
• 21:48
  want
• 21:48
  to
• 21:48
  get
• 21:48
  bogged
• 21:49
  down
• 21:49
  in
• 21:49
  kind
• 21:49
  of
• 21:50
  stereotypical
• 21:51
  gender
• 21:51
  descriptions
• 21:52
  and
• 21:52
  stuff.
• 21:53
  So
• 21:54
  yeah,
• 21:55
  that's
• 21:55
  been
• 21:55
  really
• 21:55
  successful.
• 21:56
  We're
• 21:57
  actively
• 21:58
  kind
• 21:58
  of
• 21:58
  scaling
• 21:58
  those
• 21:58
  up
• 22:00
  and
• 22:00
  they
• 22:00
  kind
• 22:01
  of
• 22:01
  act
• 22:01
  as
• 22:01
  TV
• 22:02
  channels,
• 22:02
  right,
• 22:02
  because
• 22:03
  they're
• 22:03
  around
• 22:03
  a
• 22:04
  type
• 22:04
  and
• 22:04
  we've
• 22:05
  curated
• 22:05
  them
• 22:05
  and.
• 22:06
  And
• 22:07
  whilst
• 22:07
  today
• 22:08
  we
• 22:08
  aren't
• 22:08
  a
• 22:08
  consumer
• 22:09
  brand,
• 22:09
  I
• 22:09
  think
• 22:10
  who
• 22:10
  knows,
• 22:11
  over
• 22:11
  time
• 22:11
  maybe
• 22:11
  people
• 22:12
  will
• 22:12
  recognize
• 22:12
  WildBrain
• 22:13
  as
• 22:13
  being
• 22:14
  a
• 22:14
  sort
• 22:15
  of
• 22:15
  an
• 22:15
  official
• 22:16
  destination
• 22:17
  or
• 22:17
  trusted
• 22:18
  provider
• 22:19
  of
• 22:19
  content
• 22:20
  within
• 22:20
  YouTube.
• 22:22
  We
• 22:22
  haven't
• 22:22
  done
• 22:23
  that
• 22:23
  on
• 22:23
  FAST
• 22:23
  today.
• 22:24
  It
• 22:24
  seems
• 22:25
  that
• 22:25
  for
• 22:25
  now
• 22:25
  single
• 22:26
  IP
• 22:26
  channels
• 22:26
  work
• 22:27
  much
• 22:27
  better
• 22:27
  on
• 22:27
  fast.
• 22:30
  But
• 22:31
  who
• 22:31
  knows,
• 22:34
  we
• 22:34
  could,
• 22:36
  I
• 22:36
  wonder
• 22:36
  if
• 22:36
  we'll
• 22:37
  see
• 22:37
  within
• 22:37
  FAST
• 22:38
  things
• 22:38
  like
• 22:39
  AI
• 22:39
  will
• 22:40
  help
• 22:40
  with
• 22:40
  the
• 22:41
  discovery
• 22:41
  of
• 22:41
  kind
• 22:41
  of
• 22:42
  content
• 22:42
  within
• 22:42
  fast
• 22:43
  because
• 22:43
  at
• 22:43
  the
• 22:43
  moment
• 22:43
  you've
• 22:43
  only
• 22:44
  got
• 22:44
  so
• 22:44
  much
• 22:44
  space
• 22:45
  to
• 22:45
  put
• 22:45
  things
• 22:46
  and
• 22:46
  to
• 22:46
  kind
• 22:46
  of
• 22:46
  list
• 22:47
  things.
• 22:47
  And
• 22:47
  so
• 22:48
  maybe
• 22:49
  if
• 22:50
  you're
• 22:50
  using
• 22:50
  different
• 22:51
  discovery
• 22:51
  tools
• 22:52
  in
• 22:52
  future
• 22:52
  you'll
• 22:52
  be
• 22:53
  able
• 22:53
  to
• 22:53
  have
• 22:53
  more
• 22:54
  in
• 22:54
  the
• 22:54
  shop
• 22:56
  that
• 22:56
  won't
• 22:56
  be
• 22:56
  featured
• 22:57
  right
• 22:57
  at
• 22:57
  the
• 22:57
  front
• 22:58
  or
• 22:58
  something,
• 22:58
  but
• 22:59
  we'll
• 22:59
  have.
• 23:00
  That's
• 23:01
  interesting.
• 23:01
  And
• 23:02
  do
• 23:02
  you
• 23:02
  think
• 23:02
  that
• 23:03
  those,
• 23:04
  those
• 23:04
  kind
• 23:04
  of
• 23:04
  interest
• 23:04
  hubs,
• 23:06
  are
• 23:06
  you
• 23:07
  able
• 23:07
  to
• 23:07
  use
• 23:08
  those
• 23:08
  to.
• 23:09
  To
• 23:09
  kind
• 23:09
  of
• 23:10
  cross
• 23:10
  promote
• 23:10
  and
• 23:11
  push
• 23:11
  shows
• 23:11
  that
• 23:12
  might
• 23:12
  be
• 23:12
  newer
• 23:12
  shows
• 23:13
  that
• 23:13
  don't
• 23:13
  have
• 23:13
  such
• 23:14
  audience
• 23:14
  awareness
• 23:15
  but
• 23:16
  because
• 23:16
  they
• 23:16
  sit
• 23:17
  adjacent
• 23:17
  to
• 23:18
  a
• 23:18
  more
• 23:18
  familiar,
• 23:19
  well
• 23:19
  known
• 23:19
  show,
• 23:19
  that
• 23:20
  there's
• 23:20
  a
• 23:20
  kind
• 23:21
  of
• 23:21
  halo
• 23:21
  effect,
• 23:21
  really?
• 23:23
  Yes,
• 23:24
  absolutely.
• 23:26
  We
• 23:26
  have
• 23:26
  to
• 23:26
  make
• 23:26
  sure
• 23:27
  that
• 23:27
  the
• 23:27
  content
• 23:27
  we
• 23:28
  would
• 23:28
  introduce
• 23:29
  really
• 23:29
  sits
• 23:30
  within
• 23:30
  that
• 23:30
  schedule.
• 23:31
  You
• 23:31
  don't
• 23:31
  want
• 23:32
  to
• 23:32
  interrupt
• 23:32
  the
• 23:33
  uploads
• 23:33
  with
• 23:34
  something
• 23:34
  that's
• 23:35
  not
• 23:35
  going
• 23:35
  to
• 23:35
  work
• 23:35
  within
• 23:36
  the
• 23:36
  channel.
• 23:37
  But
• 23:37
  yeah,
• 23:38
  we've
• 23:38
  recently
• 23:38
  done
• 23:39
  something
• 23:39
  with
• 23:39
  a
• 23:40
  sports
• 23:40
  company
• 23:40
  where
• 23:41
  we
• 23:41
  have
• 23:42
  put
• 23:42
  their
• 23:42
  show
• 23:42
  into
• 23:43
  thematic
• 23:44
  channels
• 23:45
  for
• 23:45
  a
• 23:45
  period
• 23:46
  and
• 23:46
  then
• 23:46
  we
• 23:46
  can
• 23:47
  not
• 23:48
  only
• 23:48
  guarantee
• 23:48
  a
• 23:49
  certain
• 23:49
  amount
• 23:49
  of
• 23:49
  viewership,
• 23:50
  but
• 23:50
  we
• 23:50
  can
• 23:50
  kind
• 23:50
  of
• 23:51
  bring
• 23:51
  them
• 23:51
  insights
• 23:51
  and
• 23:51
  learnings
• 23:52
  back
• 23:53
  about
• 23:53
  how
• 23:53
  well
• 23:54
  it
• 23:54
  performed
• 23:54
  or
• 23:55
  what
• 23:56
  the
• 23:56
  suggested
• 23:57
  traffic
• 23:57
  source
• 23:57
  sources
• 23:58
  were
• 23:58
  coming
• 23:58
  into
• 23:58
  that
• 23:58
  content,
• 23:59
  which
• 23:59
  might
• 23:59
  validate,
• 24:00
  for
• 24:00
  example,
• 24:01
  how
• 24:01
  old
• 24:01
  the
• 24:01
  audience
• 24:02
  is
• 24:02
  for
• 24:02
  that
• 24:02
  kind
• 24:02
  of
• 24:03
  content.
• 24:05
  Yeah.
• 24:05
  So
• 24:05
  that
• 24:05
  you
• 24:05
  can,
• 24:06
  you
• 24:06
  can
• 24:06
  look
• 24:06
  at
• 24:06
  kind
• 24:06
  of
• 24:07
  levels
• 24:07
  of
• 24:07
  information
• 24:08
  through
• 24:08
  Made
• 24:08
  for
• 24:09
  Kids
• 24:09
  content.
• 24:10
  That's,
• 24:10
  that's
• 24:11
  really
• 24:11
  interesting.
• 24:11
  So
• 24:12
  I
• 24:12
  mean,
• 24:12
  obviously
• 24:13
  you
• 24:13
  manage
• 24:13
  IP
• 24:15
  on
• 24:15
  behalf
• 24:15
  of
• 24:16
  those
• 24:16
  third
• 24:16
  parties,
• 24:16
  but
• 24:17
  that's
• 24:17
  really
• 24:17
  interesting
• 24:17
  in
• 24:17
  the
• 24:18
  sense
• 24:18
  that
• 24:18
  you
• 24:18
  can
• 24:18
  actually
• 24:19
  take
• 24:19
  new
• 24:20
  content
• 24:20
  from
• 24:21
  third
• 24:21
  parties
• 24:21
  and
• 24:22
  you
• 24:22
  can
• 24:22
  almost
• 24:23
  see
• 24:23
  where
• 24:23
  it
• 24:24
  fits,
• 24:25
  find
• 24:25
  its
• 24:25
  audience
• 24:25
  and
• 24:27
  that
• 24:27
  validation
• 24:28
  is
• 24:28
  quite
• 24:28
  interesting.
• 24:29
  I
• 24:29
  wasn't
• 24:30
  aware
• 24:30
  that
• 24:31
  you
• 24:31
  did
• 24:31
  that.
• 24:33
  I
• 24:33
  think
• 24:34
  currently
• 24:35
  we
• 24:36
  haven't
• 24:36
  been
• 24:36
  in
• 24:36
  a
• 24:36
  position
• 24:38
  to
• 24:39
  offer
• 24:39
  this.
• 24:39
  Right.
• 24:39
  As
• 24:40
  a
• 24:40
  kind
• 24:40
  of
• 24:40
  an
• 24:40
  incubation
• 24:41
  service.
• 24:42
  I
• 24:42
  think
• 24:43
  maybe
• 24:43
  soon,
• 24:43
  I
• 24:44
  don't
• 24:44
  know,
• 24:45
  because
• 24:46
  it's
• 24:46
  sort
• 24:46
  of
• 24:46
  a
• 24:46
  bit
• 24:46
  high
• 24:47
  risk
• 24:47
  if
• 24:47
  you're
• 24:47
  putting
• 24:47
  entirely
• 24:48
  new
• 24:48
  stuff
• 24:48
  in.
• 24:50
  What
• 24:50
  we've
• 24:50
  been
• 24:50
  more
• 24:51
  doing
• 24:51
  is
• 24:51
  looking
• 24:52
  for
• 24:52
  kind
• 24:52
  of
• 24:52
  strategic
• 24:53
  partnerships
• 24:53
  with
• 24:54
  people
• 24:55
  where
• 24:56
  they've
• 24:56
  got
• 24:56
  content,
• 24:57
  long
• 24:57
  form
• 24:57
  content
• 24:58
  that
• 24:58
  we
• 24:58
  know
• 24:58
  would
• 24:59
  work
• 24:59
  really
• 24:59
  well
• 24:59
  in
• 25:00
  the
• 25:00
  hubs.
• 25:02
  So
• 25:02
  I
• 25:03
  hope
• 25:03
  one
• 25:04
  day
• 25:04
  I
• 25:04
  think
• 25:04
  it
• 25:04
  would
• 25:04
  be
• 25:05
  great
• 25:05
  to
• 25:05
  be
• 25:05
  able
• 25:05
  to
• 25:05
  kind
• 25:06
  of
• 25:06
  have
• 25:06
  that
• 25:07
  ability
• 25:08
  to
• 25:08
  kind
• 25:09
  of
• 25:09
  introduce
• 25:09
  new
• 25:10
  content
• 25:10
  or
• 25:10
  test
• 25:11
  new
• 25:11
  content
• 25:11
  to
• 25:12
  those
• 25:12
  audiences.
• 25:15
  Yeah,
• 25:15
  we
• 25:15
  shall
• 25:16
  see.
• 25:17
  I
• 25:17
  feel
• 25:17
  like
• 25:17
  we've
• 25:17
  had
• 25:18
  like
• 25:18
  a
• 25:18
  whole
• 25:18
  era
• 25:19
  of
• 25:19
  algorithmic
• 25:20
  curation
• 25:20
  and
• 25:20
  people
• 25:21
  being
• 25:21
  obsessed
• 25:21
  with
• 25:22
  algorithms
• 25:22
  doing
• 25:22
  the
• 25:23
  work.
• 25:23
  And
• 25:23
  it's
• 25:23
  not
• 25:23
  to
• 25:23
  say
• 25:24
  that
• 25:25
  algorithmic
• 25:25
  creation
• 25:26
  doesn't
• 25:26
  have
• 25:26
  a
• 25:27
  place.
• 25:27
  It
• 25:28
  does.
• 25:28
  And
• 25:28
  I
• 25:28
  think,
• 25:29
  you
• 25:29
  know,
• 25:29
  platforms
• 25:30
  like
• 25:30
  YouTube
• 25:30
  are
• 25:31
  remarkable
• 25:31
  in
• 25:32
  how
• 25:32
  well
• 25:32
  they
• 25:32
  get
• 25:32
  to
• 25:32
  know
• 25:33
  their
• 25:33
  user
• 25:33
  and
• 25:33
  they
• 25:33
  can
• 25:34
  surface
• 25:34
  things.
• 25:34
  And
• 25:35
  not
• 25:35
  just
• 25:35
  surface,
• 25:36
  new
• 25:36
  things,
• 25:36
  resurface
• 25:37
  things.
• 25:37
  Right.
• 25:38
  That
• 25:39
  their
• 25:39
  viewers
• 25:40
  are
• 25:40
  looking
• 25:40
  for,
• 25:41
  that
• 25:41
  the
• 25:41
  users
• 25:41
  are
• 25:41
  looking
• 25:41
  for.
• 25:42
  But
• 25:42
  what
• 25:43
  it
• 25:43
  sounds
• 25:43
  like
• 25:43
  you're
• 25:43
  doing
• 25:43
  Kate
• 25:44
  as
• 25:44
  well.
• 25:44
  It's
• 25:44
  just
• 25:44
  like
• 25:45
  programming
• 25:46
  also
• 25:46
  never
• 25:46
  went
• 25:46
  away.
• 25:47
  Like
• 25:47
  being
• 25:47
  thoughtful
• 25:48
  about
• 25:48
  what
• 25:48
  you're
• 25:48
  putting
• 25:49
  together
• 25:49
  and
• 25:50
  caring
• 25:50
  about
• 25:50
  the
• 25:51
  audience,
• 25:51
  trying
• 25:51
  to
• 25:51
  build
• 25:51
  the
• 25:52
  audience,
• 25:52
  that's
• 25:53
  still
• 25:53
  something
• 25:53
  that
• 25:54
  is
• 25:54
  still
• 25:55
  really
• 25:55
  important
• 25:56
  particularly
• 25:56
  when
• 25:56
  you're
• 25:57
  trying
• 25:57
  to
• 25:57
  build
• 25:57
  a
• 25:58
  quality
• 25:58
  audience.
• 25:58
  Right.
• 25:59
  Which
• 25:59
  is
• 25:59
  obviously.
• 25:59
  Well,
• 25:59
  rain
• 26:00
  are
• 26:00
  monetizing
• 26:00
  this
• 26:01
  by
• 26:01
  advertising.
• 26:01
  It's
• 26:02
  in
• 26:02
  your
• 26:02
  interest
• 26:02
  to
• 26:02
  build
• 26:03
  a
• 26:03
  really
• 26:03
  hardcore
• 26:04
  quality
• 26:04
  audience
• 26:05
  that
• 26:05
  you
• 26:05
  can
• 26:05
  use
• 26:06
  for
• 26:06
  that.
• 26:07
  It's
• 26:07
  really,
• 26:07
  I'm
• 26:08
  like
• 26:08
  as
• 26:09
  a,
• 26:09
  as
• 26:09
  a
• 26:09
  programmer,
• 26:10
  as
• 26:10
  a
• 26:10
  former
• 26:10
  programmer,
• 26:11
  it
• 26:11
  gives
• 26:11
  me
• 26:11
  hope.
• 26:13
  Yeah,
• 26:14
  I
• 26:14
  like
• 26:14
  it
• 26:14
  and
• 26:15
  it's
• 26:16
  important
• 26:16
  for
• 26:16
  the
• 26:17
  audience
• 26:17
  and
• 26:17
  by
• 26:18
  the
• 26:18
  way
• 26:18
  it
• 26:18
  shows
• 26:19
  up
• 26:19
  because
• 26:19
  I
• 26:19
  think
• 26:20
  we've
• 26:21
  done
• 26:21
  some,
• 26:21
  one
• 26:21
  of
• 26:21
  our
• 26:22
  channel
• 26:22
  team
• 26:23
  has
• 26:23
  done
• 26:23
  some
• 26:24
  really
• 26:24
  great
• 26:24
  work
• 26:24
  this
• 26:25
  year
• 26:25
  on
• 26:25
  Teletubbies
• 26:26
  looking
• 26:27
  at
• 26:27
  a
• 26:27
  kind
• 26:27
  of
• 26:28
  develop
• 26:28
  early
• 26:28
  years
• 26:29
  framework
• 26:30
  themes
• 26:30
  and
• 26:30
  how
• 26:30
  they
• 26:31
  can
• 26:31
  introduce
• 26:31
  that
• 26:31
  into
• 26:32
  sort
• 26:32
  of
• 26:33
  playlists
• 26:33
  again
• 26:34
  at
• 26:34
  that
• 26:34
  age
• 26:34
  it's
• 26:35
  the
• 26:35
  parents
• 26:35
  picking
• 26:36
  the
• 26:36
  videos.
• 26:36
  So
• 26:37
  you've
• 26:37
  got
• 26:37
  to
• 26:37
  speak
• 26:37
  to
• 26:38
  them
• 26:38
  around
• 26:38
  what
• 26:38
  the
• 26:38
  value
• 26:39
  is
• 26:39
  of
• 26:39
  those
• 26:39
  videos
• 26:40
  that
• 26:40
  are,
• 26:40
  they're
• 26:40
  selecting
• 26:41
  and
• 26:42
  they've
• 26:42
  seen
• 26:42
  record
• 26:43
  results.
• 26:44
  So
• 26:44
  it
• 26:44
  gives
• 26:45
  me
• 26:45
  heart.
• 26:45
  It's
• 26:45
  not
• 26:46
  just
• 26:46
  about
• 26:46
  chucking
• 26:47
  things
• 26:47
  up.
• 26:50
  The
• 26:50
  thinking
• 26:51
  and
• 26:51
  the
• 26:51
  care
• 26:51
  is
• 26:52
  important
• 26:52
  and
• 26:53
  it
• 26:53
  really
• 26:53
  matters
• 26:54
  by
• 26:54
  the
• 26:54
  way
• 26:54
  on
• 26:54
  the
• 26:54
  advertising
• 26:55
  side
• 26:55
  because
• 26:55
  I
• 26:56
  think
• 26:57
  you
• 26:57
  know
• 26:57
  we're
• 26:58
  hearing
• 26:58
  a
• 26:58
  lot
• 26:58
  more
• 26:58
  about
• 26:59
  YouTube.
• 27:00
  Advertisers
• 27:00
  are,
• 27:02
  you
• 27:02
  know,
• 27:03
  they've
• 27:03
  been
• 27:03
  on
• 27:03
  YouTube
• 27:04
  but,
• 27:04
  but,
• 27:04
  but
• 27:05
  it's
• 27:05
  evolving
• 27:05
  and
• 27:06
  I
• 27:06
  think
• 27:06
  not,
• 27:06
  all,
• 27:07
  not
• 27:07
  all
• 27:07
  content
• 27:07
  reviews
• 27:08
  are
• 27:08
  equal
• 27:09
  on
• 27:09
  YouTube.
• 27:09
  There's
• 27:09
  a
• 27:09
  long
• 27:10
  tail
• 27:10
  of
• 27:10
  other
• 27:10
  stuff
• 27:11
  and
• 27:11
  I
• 27:11
  think
• 27:12
  really
• 27:12
  want
• 27:12
  to
• 27:12
  be,
• 27:14
  you
• 27:14
  know,
• 27:14
  to
• 27:14
  be
• 27:14
  clear
• 27:15
  about
• 27:15
  where
• 27:16
  you're
• 27:16
  going
• 27:16
  to
• 27:16
  go
• 27:17
  and
• 27:18
  the
• 27:18
  impact
• 27:18
  that
• 27:18
  has
• 27:19
  then
• 27:20
  you
• 27:21
  want
• 27:21
  that,
• 27:21
  that
• 27:22
  care
• 27:22
  and
• 27:22
  that,
• 27:23
  that
• 27:23
  kind
• 27:23
  of
• 27:23
  quality.
• 27:24
  I,
• 27:24
  I,
• 27:24
  I
• 27:25
  would
• 27:25
  want
• 27:25
  from,
• 27:25
  from
• 27:26
  a
• 27:26
  publisher
• 27:26
  who's,
• 27:27
  who's
• 27:27
  putting,
• 27:27
  who's
• 27:28
  connecting
• 27:29
  with
• 27:29
  the
• 27:29
  audience.
• 27:29
  I,
• 27:30
  I
• 27:30
  feel,
• 27:30
  I
• 27:31
  feel
• 27:31
  like
• 27:32
  advertiser
• 27:34
  money
• 27:36
  mainly
• 27:36
  driven
• 27:36
  by
• 27:37
  the,
• 27:37
  the
• 27:37
  kind
• 27:37
  of
• 27:37
  the
• 27:37
  macroeconomic
• 27:38
  situation
• 27:39
  but
• 27:39
  also
• 27:39
  because
• 27:40
  they're
• 27:40
  beginning
• 27:40
  to
• 27:41
  look
• 27:41
  at
• 27:42
  the
• 27:42
  return
• 27:42
  on
• 27:42
  advertising
• 27:43
  spend
• 27:43
  and
• 27:43
  actually
• 27:44
  track
• 27:44
  it
• 27:44
  much
• 27:45
  closer
• 27:46
  may
• 27:47
  be
• 27:47
  driven
• 27:47
  by
• 27:47
  a
• 27:48
  little
• 27:48
  bit
• 27:48
  of
• 27:48
  a
• 27:48
  degradation
• 27:49
  in
• 27:49
  trust
• 27:49
  of
• 27:50
  those
• 27:50
  algorithms
• 27:51
  which
• 27:51
  we're
• 27:51
  talking
• 27:51
  about
• 27:51
  in
• 27:51
  terms
• 27:52
  of
• 27:52
  a
• 27:52
  programming
• 27:52
  sense
• 27:53
  but
• 27:53
  also
• 27:53
  has
• 27:53
  worked
• 27:53
  with
• 27:54
  programmatic
• 27:54
  advertising
• 27:56
  and
• 27:57
  if
• 27:57
  you're
• 27:57
  a
• 27:57
  brand
• 27:57
  that's
• 27:58
  looking
• 27:58
  to
• 27:58
  target
• 27:58
  that
• 27:59
  kids
• 27:59
  and
• 27:59
  family
• 27:59
  audience
• 28:00
  now
• 28:00
  actually
• 28:00
  you're
• 28:01
  going
• 28:01
  to
• 28:01
  seek
• 28:01
  out
• 28:02
  someone
• 28:02
  who
• 28:03
  can
• 28:03
  do
• 28:03
  it
• 28:03
  with
• 28:04
  slightly
• 28:04
  more
• 28:04
  care
• 28:05
  and
• 28:05
  brand
• 28:05
  safety
• 28:06
  and
• 28:06
  really
• 28:07
  target
• 28:08
  the
• 28:08
  kind
• 28:08
  of
• 28:09
  content
• 28:09
  against
• 28:09
  which
• 28:10
  they
• 28:10
  want
• 28:10
  to
• 28:10
  advertise
• 28:11
  rather
• 28:11
  than
• 28:11
  put
• 28:11
  it
• 28:11
  into
• 28:12
  a
• 28:12
  black
• 28:12
  box
• 28:12
  and
• 28:12
  just
• 28:13
  Hope
• 28:13
  it
• 28:13
  hits
• 28:14
  the
• 28:14
  right
• 28:14
  audience.
• 28:15
  Yeah,
• 28:16
  definitely.
• 28:16
  And
• 28:16
  we've
• 28:17
  been
• 28:17
  talking
• 28:17
  about
• 28:18
  brand
• 28:18
  safety
• 28:19
  as
• 28:19
  sort
• 28:19
  of
• 28:19
  table
• 28:20
  stakes,
• 28:21
  like
• 28:21
  transparency
• 28:22
  isn't
• 28:23
  that
• 28:23
  important,
• 28:24
  like
• 28:24
  being
• 28:24
  really
• 28:25
  clear
• 28:25
  about
• 28:25
  what
• 28:25
  you're
• 28:26
  getting
• 28:26
  and
• 28:26
  where
• 28:26
  it's
• 28:27
  going
• 28:27
  and
• 28:28
  yeah,
• 28:28
  you
• 28:28
  should
• 28:29
  ask
• 28:29
  for
• 28:29
  that.
• 28:30
  It's
• 28:30
  important.
• 28:31
  And
• 28:32
  do
• 28:32
  you
• 28:32
  think
• 28:32
  the
• 28:33
  move
• 28:33
  to
• 28:34
  connected
• 28:34
  TVs
• 28:36
  does
• 28:36
  that
• 28:36
  change
• 28:37
  the
• 28:37
  value
• 28:37
  in
• 28:37
  terms
• 28:38
  of.
• 28:38
  For
• 28:38
  the
• 28:38
  advertiser?
• 28:39
  Because
• 28:39
  I'd
• 28:39
  imagine
• 28:40
  that
• 28:40
  you're
• 28:40
  moving
• 28:41
  to
• 28:41
  a
• 28:41
  space
• 28:41
  where
• 28:41
  it's
• 28:42
  far
• 28:42
  more
• 28:42
  likely
• 28:42
  you're
• 28:42
  going
• 28:42
  to
• 28:43
  have
• 28:43
  co
• 28:43
  viewing
• 28:43
  with
• 28:44
  parent
• 28:44
  and
• 28:44
  child.
• 28:45
  And
• 28:45
  that's
• 28:46
  a
• 28:46
  different
• 28:46
  audience
• 28:47
  really
• 28:47
  than
• 28:48
  when
• 28:48
  somebody's
• 28:49
  on
• 28:49
  a
• 28:49
  mobile
• 28:49
  device.
• 28:50
  And
• 28:50
  it's
• 28:50
  much
• 28:50
  more
• 28:50
  kind
• 28:51
  of
• 28:51
  a
• 28:51
  personal
• 28:52
  one
• 28:52
  to
• 28:52
  one
• 28:53
  experience.
• 28:53
  It
• 28:53
  feels
• 28:53
  like
• 28:54
  it
• 28:54
  opens
• 28:54
  up
• 28:54
  that
• 28:54
  audience.
• 28:56
  Yeah,
• 28:56
  absolutely.
• 28:57
  We've
• 28:58
  got
• 28:58
  research
• 28:58
  that
• 28:59
  shows
• 28:59
  that
• 29:00
  interestingly
• 29:00
  of
• 29:01
  all
• 29:01
  the
• 29:01
  platforms
• 29:01
  I
• 29:01
  think
• 29:01
  it
• 29:01
  was
• 29:02
  YouTube,
• 29:03
  Amazon,
• 29:03
  Netflix
• 29:04
  and
• 29:04
  Hulu.
• 29:05
  YouTube
• 29:05
  is
• 29:05
  the
• 29:06
  highest
• 29:06
  for
• 29:06
  parents
• 29:07
  kind
• 29:07
  of
• 29:07
  watching
• 29:07
  content
• 29:08
  with
• 29:08
  their
• 29:08
  kids.
• 29:10
  So
• 29:12
  I
• 29:12
  don't
• 29:13
  think
• 29:13
  that's
• 29:13
  just
• 29:13
  about
• 29:14
  safety
• 29:14
  by
• 29:14
  the
• 29:14
  way.
• 29:15
  I
• 29:15
  think
• 29:15
  it's
• 29:15
  just
• 29:16
  there's
• 29:16
  so
• 29:16
  much
• 29:17
  available
• 29:18
  that
• 29:19
  it's,
• 29:20
  it
• 29:20
  is
• 29:20
  a
• 29:21
  bit
• 29:21
  of
• 29:21
  a
• 29:21
  go
• 29:21
  to
• 29:21
  because
• 29:22
  you
• 29:22
  can
• 29:22
  kind
• 29:22
  of
• 29:22
  find
• 29:22
  anything.
• 29:23
  And
• 29:23
  also
• 29:23
  if
• 29:23
  you
• 29:23
  can
• 29:24
  find
• 29:24
  things
• 29:24
  quickly,
• 29:24
  it's
• 29:25
  also
• 29:25
  easy
• 29:25
  experience,
• 29:26
  isn't
• 29:26
  it?
• 29:26
  That
• 29:28
  sort
• 29:28
  of.
• 29:29
  Yeah,
• 29:29
  I
• 29:29
  think
• 29:30
  it
• 29:31
  definitely
• 29:31
  is
• 29:32
  a
• 29:32
  much
• 29:32
  more
• 29:32
  of
• 29:32
  a
• 29:33
  co
• 29:33
  view,
• 29:33
  a
• 29:33
  shared
• 29:34
  screen
• 29:35
  experience,
• 29:35
  et
• 29:35
  cetera.
• 29:36
  And
• 29:36
  by
• 29:36
  the
• 29:36
  way,
• 29:37
  that's
• 29:38
  really
• 29:38
  interesting
• 29:38
  when
• 29:39
  it
• 29:39
  comes
• 29:39
  to
• 29:39
  monetization
• 29:40
  and
• 29:41
  the
• 29:41
  growth
• 29:41
  of
• 29:41
  media
• 29:42
  solutions.
• 29:43
  If
• 29:43
  you
• 29:43
  think
• 29:43
  about
• 29:44
  all
• 29:44
  the
• 29:44
  advertisers
• 29:45
  who
• 29:45
  used
• 29:45
  to
• 29:46
  use
• 29:46
  kids
• 29:47
  TV
• 29:47
  as
• 29:47
  a
• 29:48
  place
• 29:48
  to
• 29:48
  reach
• 29:48
  parents,
• 29:50
  that
• 29:51
  money
• 29:51
  is.
• 29:52
  Where
• 29:52
  has
• 29:52
  that
• 29:52
  gone
• 29:53
  since
• 29:54
  people
• 29:54
  were
• 29:55
  just
• 29:55
  thinking
• 29:55
  about
• 29:55
  YouTube
• 29:56
  as
• 29:56
  just
• 29:56
  being
• 29:56
  kids
• 29:57
  kid
• 29:57
  only
• 29:59
  a
• 30:00
  lot
• 30:00
  of
• 30:00
  it
• 30:00
  is
• 30:00
  on
• 30:01
  social
• 30:01
  media,
• 30:01
  you
• 30:02
  know,.
• 30:04
  To.
• 30:04
  The
• 30:04
  platforms
• 30:05
  reaching,
• 30:05
  reaching
• 30:06
  parents.
• 30:06
  But
• 30:06
  if
• 30:06
  you're
• 30:06
  trying
• 30:06
  to
• 30:07
  find
• 30:07
  a
• 30:07
  time
• 30:08
  and
• 30:08
  a
• 30:08
  moment
• 30:08
  between
• 30:10
  parent
• 30:10
  and
• 30:10
  children
• 30:11
  where
• 30:11
  they're
• 30:11
  really
• 30:11
  feeling
• 30:12
  really
• 30:12
  good
• 30:12
  about
• 30:12
  something,
• 30:13
  YouTube
• 30:14
  strikes
• 30:14
  me
• 30:14
  as
• 30:15
  a
• 30:15
  really
• 30:15
  good
• 30:15
  place
• 30:15
  to
• 30:16
  around
• 30:17
  the
• 30:17
  right
• 30:17
  kind
• 30:17
  of
• 30:18
  nostalgic
• 30:18
  TV
• 30:19
  is
• 30:19
  a
• 30:19
  good
• 30:20
  brand
• 30:20
  building
• 30:21
  place
• 30:21
  where
• 30:21
  you
• 30:21
  can
• 30:21
  get
• 30:22
  great
• 30:22
  video
• 30:22
  stories
• 30:23
  out.
• 30:23
  Okay,
• 30:24
  yeah,
• 30:24
  I'd
• 30:25
  like
• 30:25
  to
• 30:25
  dive
• 30:25
  into
• 30:26
  that
• 30:26
  actually
• 30:26
  Kate.
• 30:26
  We're
• 30:27
  talking
• 30:27
  about
• 30:28
  that
• 30:28
  co
• 30:28
  viewing
• 30:29
  and
• 30:29
  actually
• 30:30
  it's
• 30:30
  a
• 30:31
  high
• 30:31
  intent
• 30:31
  environment
• 30:32
  and
• 30:32
  that
• 30:32
  high
• 30:33
  intent
• 30:33
  environment
• 30:34
  is
• 30:34
  quite
• 30:35
  attractive
• 30:35
  to
• 30:36
  advertisers.
• 30:38
  Interestingly
• 30:39
  this
• 30:40
  week,
• 30:40
  just
• 30:40
  as
• 30:40
  an
• 30:41
  aside,
• 30:41
  at
• 30:41
  the
• 30:41
  Stream
• 30:42
  TV
• 30:42
  show
• 30:43
  in
• 30:44
  Lisbon
• 30:44
  that
• 30:44
  I
• 30:44
  was
• 30:44
  at,
• 30:45
  I
• 30:45
  heard
• 30:45
  a
• 30:45
  stat
• 30:46
  from
• 30:46
  Marion
• 30:46
  Roncher
• 30:47
  that
• 30:47
  was
• 30:47
  quite
• 30:47
  eye
• 30:48
  opening
• 30:48
  that
• 30:49
  the
• 30:49
  ad
• 30:49
  free
• 30:50
  viewer
• 30:51
  is
• 30:51
  likely
• 30:51
  to
• 30:52
  go
• 30:52
  extinct
• 30:52
  in
• 30:53
  the
• 30:53
  next
• 30:53
  12
• 30:53
  months.
• 30:54
  So
• 30:55
  we're
• 30:56
  in
• 30:56
  an
• 30:56
  ad
• 30:56
  funded
• 30:57
  world
• 30:57
  now,
• 30:57
  and
• 30:58
  this
• 30:58
  is
• 30:58
  the
• 30:58
  world
• 30:59
  in
• 30:59
  which
• 30:59
  obviously
• 31:00
  you
• 31:00
  operate.
• 31:01
  Where
• 31:01
  do
• 31:02
  you
• 31:02
  see
• 31:02
  that
• 31:02
  ad
• 31:03
  money
• 31:03
  going?
• 31:03
  We've
• 31:04
  spoken
• 31:04
  about
• 31:05
  advertisers
• 31:06
  being
• 31:06
  much
• 31:06
  more
• 31:06
  discerning
• 31:07
  about
• 31:07
  where
• 31:07
  they're
• 31:07
  leveraging
• 31:08
  their
• 31:08
  cash
• 31:09
  in
• 31:09
  this
• 31:10
  whole
• 31:10
  suite
• 31:11
  and
• 31:11
  scale
• 31:11
  that
• 31:12
  wildbrain
• 31:12
  has
• 31:12
  across
• 31:13
  YouTube
• 31:13
  and
• 31:13
  fast.
• 31:14
  Where
• 31:14
  do
• 31:14
  you
• 31:14
  think
• 31:15
  or
• 31:15
  where
• 31:15
  do
• 31:15
  you
• 31:15
  foresee
• 31:15
  that
• 31:16
  ad
• 31:16
  money
• 31:16
  is
• 31:16
  going
• 31:16
  to
• 31:16
  go?
• 31:20
  Yeah,
• 31:20
  it's
• 31:21
  interesting.
• 31:21
  I
• 31:21
  think
• 31:24
  a
• 31:24
  little
• 31:24
  bit
• 31:24
  comes
• 31:24
  down
• 31:25
  to
• 31:25
  the
• 31:25
  way
• 31:25
  that
• 31:25
  agencies
• 31:26
  plan
• 31:26
  and
• 31:27
  buy
• 31:27
  media.
• 31:28
  So
• 31:30
  you've
• 31:30
  got
• 31:31
  sort
• 31:31
  of
• 31:31
  the
• 31:31
  TV
• 31:32
  linear
• 31:32
  investment
• 31:33
  teams
• 31:34
  and
• 31:34
  then
• 31:34
  you've
• 31:35
  got
• 31:35
  digital,
• 31:36
  which
• 31:36
  is
• 31:37
  sort
• 31:37
  of
• 31:37
  everything
• 31:37
  else,
• 31:38
  and
• 31:39
  the
• 31:39
  rest
• 31:39
  of
• 31:39
  the
• 31:39
  world
• 31:39
  underneath
• 31:40
  has
• 31:40
  kind
• 31:40
  of
• 31:40
  rearranged
• 31:41
  themselves.
• 31:42
  And
• 31:43
  YouTube
• 31:43
  is
• 31:44
  TV
• 31:44
  and
• 31:45
  it's
• 31:45
  still
• 31:45
  being
• 31:45
  bought
• 31:45
  by
• 31:46
  a
• 31:46
  social
• 31:47
  digital
• 31:47
  team.
• 31:48
  And
• 31:48
  so
• 31:49
  look,
• 31:50
  agency
• 31:51
  wealth
• 31:51
  in
• 31:51
  flux.
• 31:52
  This
• 31:52
  could
• 31:52
  all
• 31:52
  change.
• 31:53
  But
• 31:53
  it
• 31:53
  does
• 31:54
  strike
• 31:54
  me
• 31:54
  that
• 31:55
  that
• 31:55
  maybe
• 31:56
  has
• 31:56
  been
• 31:56
  a
• 31:56
  bit
• 31:56
  of
• 31:56
  a
• 31:56
  barrier
• 31:57
  for
• 31:57
  some
• 31:57
  time.
• 31:58
  I
• 31:58
  do
• 31:58
  think
• 31:58
  it's
• 31:58
  changing.
• 32:00
  Our
• 32:00
  media
• 32:00
  solutions
• 32:01
  team
• 32:01
  doing
• 32:01
  a
• 32:01
  lot
• 32:02
  of
• 32:02
  work
• 32:02
  and
• 32:02
  the
• 32:02
  story's
• 32:03
  really
• 32:03
  landing
• 32:04
  to
• 32:04
  get
• 32:04
  people
• 32:05
  to
• 32:05
  understand.
• 32:07
  The
• 32:07
  wild.
• 32:08
  Brain
• 32:08
  TV
• 32:08
  network
• 32:09
  is
• 32:09
  much
• 32:09
  more
• 32:09
  akin
• 32:10
  to
• 32:10
  delivering
• 32:10
  that
• 32:11
  brand
• 32:11
  building,
• 32:14
  high
• 32:14
  intent
• 32:14
  kind
• 32:15
  of
• 32:15
  video
• 32:16
  advertising
• 32:16
  experience.
• 32:20
  There
• 32:21
  are
• 32:21
  so
• 32:21
  many
• 32:21
  choices.
• 32:23
  I
• 32:24
  just
• 32:24
  think
• 32:25
  coming
• 32:25
  back
• 32:25
  to
• 32:25
  sort
• 32:26
  of
• 32:26
  why
• 32:26
  you
• 32:26
  would
• 32:26
  work
• 32:26
  with
• 32:27
  a
• 32:27
  wild
• 32:27
  brain,
• 32:27
  et
• 32:27
  cetera,
• 32:28
  it's
• 32:28
  kind
• 32:28
  of
• 32:28
  you
• 32:28
  need
• 32:28
  to
• 32:29
  know
• 32:29
  the
• 32:29
  content,
• 32:29
  you
• 32:30
  need
• 32:30
  to
• 32:30
  know
• 32:30
  the
• 32:30
  environment
• 32:31
  and
• 32:31
  you
• 32:31
  need
• 32:31
  to
• 32:31
  know
• 32:31
  the
• 32:32
  impact
• 32:32
  of
• 32:32
  what
• 32:32
  you're
• 32:33
  doing.
• 32:33
  And
• 32:34
  because
• 32:34
  we
• 32:34
  have
• 32:35
  this
• 32:35
  network,
• 32:35
  we
• 32:35
  can
• 32:36
  see
• 32:36
  across
• 32:36
  YouTube
• 32:37
  and
• 32:37
  fast,
• 32:37
  we
• 32:38
  can
• 32:38
  bring
• 32:38
  you
• 32:38
  an
• 32:38
  audience
• 32:39
  that
• 32:40
  is
• 32:40
  incremental
• 32:41
  across
• 32:41
  those
• 32:41
  platforms,
• 32:43
  which
• 32:43
  is,
• 32:44
  I
• 32:44
  think
• 32:44
  we're
• 32:44
  an
• 32:45
  interesting
• 32:45
  place
• 32:46
  to
• 32:46
  start
• 32:46
  as
• 32:47
  a
• 32:47
  kind
• 32:47
  of
• 32:47
  first
• 32:47
  call
• 32:48
  of
• 32:48
  like,
• 32:48
  how
• 32:48
  do
• 32:48
  I
• 32:49
  operate
• 32:49
  across
• 32:49
  this
• 32:50
  quite
• 32:50
  fragmented
• 32:51
  world.
• 32:51
  But
• 32:52
  by
• 32:52
  the
• 32:52
  way,
• 32:52
  there's
• 32:53
  people
• 32:53
  that
• 32:53
  are
• 32:54
  operating
• 32:54
  across
• 32:54
  all
• 32:55
  of
• 32:55
  it
• 32:55
  that
• 32:55
  can
• 32:55
  help
• 32:55
  simplify
• 32:56
  that.
• 32:57
  And
• 32:58
  you
• 32:58
  need
• 32:58
  to
• 32:58
  work
• 32:58
  with
• 32:58
  somebody
• 32:59
  who
• 32:59
  you
• 32:59
  trust
• 33:00
  knows
• 33:00
  that
• 33:01
  audience.
• 33:01
  I
• 33:01
  mean,
• 33:02
  if
• 33:02
  we've
• 33:02
  said
• 33:02
  it
• 33:02
  once
• 33:03
  on
• 33:03
  this
• 33:03
  podcast,
• 33:03
  Emily
• 33:04
  in
• 33:04
  particular
• 33:04
  has
• 33:04
  said
• 33:05
  it
• 33:05
  a
• 33:05
  million
• 33:06
  times.
• 33:07
  Building
• 33:07
  in
• 33:07
  kids
• 33:08
  is
• 33:08
  so
• 33:08
  very
• 33:09
  different
• 33:09
  to
• 33:09
  how
• 33:10
  you
• 33:10
  build
• 33:10
  across
• 33:11
  everywhere
• 33:11
  else.
• 33:12
  Fandom
• 33:13
  takes
• 33:13
  time
• 33:13
  to
• 33:13
  grow.
• 33:14
  You
• 33:14
  can't
• 33:14
  just
• 33:15
  speed
• 33:16
  run
• 33:16
  to
• 33:17
  franchise
• 33:17
  success.
• 33:18
  So.
• 33:19
  And
• 33:20
  we've
• 33:20
  kind
• 33:20
  of
• 33:20
  fallen
• 33:21
  into
• 33:21
  the
• 33:21
  way
• 33:21
  of
• 33:22
  measuring
• 33:23
  that.
• 33:23
  Well,
• 33:23
  we
• 33:24
  measure
• 33:24
  kids
• 33:25
  content
• 33:25
  in
• 33:25
  a
• 33:25
  very
• 33:25
  kind
• 33:26
  of
• 33:26
  grown
• 33:26
  up
• 33:26
  way.
• 33:26
  You
• 33:27
  know,
• 33:27
  Netflix
• 33:27
  has
• 33:28
  been
• 33:28
  terrible
• 33:29
  at
• 33:29
  measuring
• 33:29
  kids
• 33:30
  content
• 33:30
  with
• 33:31
  the
• 33:31
  same
• 33:31
  yardstick
• 33:31
  as
• 33:31
  you
• 33:32
  would
• 33:32
  measure
• 33:32
  a
• 33:32
  grown
• 33:33
  up
• 33:33
  drama
• 33:33
  box
• 33:34
  set.
• 33:34
  And
• 33:34
  actually,
• 33:35
  I
• 33:35
  think
• 33:35
  now
• 33:36
  we're
• 33:36
  getting
• 33:36
  to
• 33:36
  the
• 33:36
  stage
• 33:37
  where
• 33:37
  advertisers
• 33:38
  are
• 33:38
  beginning
• 33:38
  to
• 33:38
  look
• 33:39
  for
• 33:40
  opportunities
• 33:41
  and
• 33:41
  they're
• 33:42
  beginning
• 33:42
  to
• 33:42
  say
• 33:43
  Right.
• 33:43
  Who
• 33:43
  knows
• 33:43
  this
• 33:43
  audience
• 33:44
  who
• 33:44
  understands
• 33:45
  them
• 33:46
  and
• 33:46
  then
• 33:46
  we'll
• 33:47
  talk
• 33:47
  to
• 33:47
  them
• 33:47
  about
• 33:48
  building
• 33:48
  a
• 33:48
  solution.
• 33:48
  So
• 33:49
  I
• 33:49
  think
• 33:49
  that's
• 33:50
  really
• 33:50
  interesting
• 33:50
  and
• 33:51
  it's
• 33:51
  certainly
• 33:51
  something
• 33:52
  that
• 33:52
  I
• 33:52
  can
• 33:52
  see
• 33:53
  is
• 33:53
  a
• 33:54
  trend
• 33:54
  coming
• 33:54
  through
• 33:55
  now.
• 33:56
  Yeah,
• 33:56
  kids
• 33:57
  are
• 33:57
  always
• 33:57
  different.
• 33:57
  But
• 33:58
  I
• 33:58
  also
• 33:58
  love
• 33:58
  that
• 33:58
  about
• 34:00
  Tate.
• 34:00
  You're
• 34:00
  obviously
• 34:01
  obsessed
• 34:01
  with
• 34:01
  the
• 34:01
  content,
• 34:03
  right?
• 34:03
  Like,
• 34:04
  you
• 34:04
  know,
• 34:04
  you
• 34:04
  fully
• 34:05
  understand
• 34:05
  the
• 34:05
  environment,
• 34:05
  right?
• 34:06
  Like
• 34:06
  you've
• 34:06
  been
• 34:06
  working
• 34:06
  in
• 34:07
  YouTube
• 34:07
  and
• 34:07
  fast
• 34:07
  for
• 34:08
  years
• 34:08
  and
• 34:08
  then
• 34:08
  you
• 34:09
  guys
• 34:09
  can
• 34:09
  quantify
• 34:09
  the
• 34:10
  impact.
• 34:10
  And
• 34:10
  that's
• 34:10
  actually
• 34:11
  one
• 34:11
  of
• 34:11
  the
• 34:11
  benefits
• 34:11
  of
• 34:11
  these
• 34:12
  types
• 34:12
  of
• 34:12
  digital
• 34:13
  like
• 34:13
  this
• 34:14
  new
• 34:14
  age
• 34:15
  TV
• 34:15
  network,
• 34:16
  is
• 34:16
  that
• 34:16
  digital
• 34:17
  measurement
• 34:18
  is
• 34:18
  much
• 34:19
  more
• 34:19
  immediate,
• 34:20
  much
• 34:21
  more
• 34:21
  in
• 34:21
  depth,
• 34:21
  much
• 34:22
  more
• 34:22
  profound
• 34:23
  than,
• 34:23
  you
• 34:23
  know,
• 34:23
  linear,
• 34:24
  you
• 34:24
  know,
• 34:24
  linear
• 34:25
  TVRs
• 34:25
  ever
• 34:25
  were.
• 34:26
  So,
• 34:26
  you
• 34:27
  know,
• 34:28
  it's
• 34:28
  such
• 34:28
  an
• 34:28
  opportunity.
• 34:29
  Makes
• 34:29
  a
• 34:29
  lot
• 34:29
  of
• 34:29
  sense
• 34:29
  to
• 34:30
  me.
• 34:30
  That
• 34:30
  feels
• 34:31
  like
• 34:31
  the
• 34:31
  real
• 34:31
  USP
• 34:31
  of
• 34:32
  working
• 34:32
  with
• 34:32
  like
• 34:32
  a
• 34:33
  wild
• 34:33
  brain
• 34:34
  as
• 34:34
  today,
• 34:34
  as
• 34:35
  the
• 34:35
  TV
• 34:35
  network
• 34:35
  of
• 34:36
  today.
• 34:36
  Would
• 34:36
  you
• 34:36
  say
• 34:37
  that's
• 34:37
  correct?
• 34:38
  Yeah,
• 34:38
  absolutely.
• 34:39
  The
• 34:40
  measurement
• 34:40
  stuff
• 34:40
  is
• 34:41
  fascinating
• 34:41
  by
• 34:41
  the.
• 34:42
  Way,
• 34:42
  because
• 34:42
  really
• 34:43
  measurement,
• 34:44
  you
• 34:44
  know,
• 34:44
  you've
• 34:45
  come
• 34:45
  to
• 34:45
  the
• 34:45
  right
• 34:45
  place.
• 34:46
  Kate,
• 34:46
  we're
• 34:47
  coming
• 34:47
  to
• 34:47
  the
• 34:47
  end
• 34:47
  of
• 34:47
  the
• 34:48
  podcast.
• 34:49
  Ow.
• 34:50
  I
• 34:51
  will
• 34:51
  let
• 34:51
  Emma
• 34:51
  get
• 34:51
  into
• 34:52
  that
• 34:52
  with
• 34:52
  you.
• 34:52
  But
• 34:54
  absolutely,
• 34:55
  you've
• 34:55
  got,
• 34:56
  you
• 34:56
  know,
• 34:56
  within
• 34:57
  Made
• 34:57
  for
• 34:57
  kids
• 34:57
  content
• 34:58
  on
• 34:58
  YouTube
• 34:58
  and
• 34:58
  it's
• 34:58
  the
• 34:59
  same
• 34:59
  with
• 34:59
  fast.
• 35:00
  And
• 35:00
  that
• 35:00
  is
• 35:01
  by
• 35:01
  the
• 35:01
  way,
• 35:02
  Made
• 35:02
  for
• 35:03
  Kids
• 35:03
  is
• 35:03
  a,
• 35:03
  is
• 35:03
  a
• 35:03
  YouTube
• 35:04
  terminology,
• 35:04
  but
• 35:05
  we
• 35:05
  apply
• 35:05
  it
• 35:05
  to
• 35:06
  fast.
• 35:06
  Being
• 35:06
  Copa
• 35:07
  compliant,
• 35:07
  KAROO
• 35:08
  compliant,
• 35:09
  you
• 35:09
  only
• 35:09
  collect
• 35:10
  a
• 35:10
  certain
• 35:10
  amount
• 35:11
  of
• 35:11
  data,
• 35:11
  it's
• 35:11
  not
• 35:12
  personally
• 35:12
  identifiable,
• 35:13
  et
• 35:13
  cetera.
• 35:14
  So
• 35:17
  it's
• 35:18
  harder
• 35:18
  because
• 35:18
  you're
• 35:19
  kind
• 35:19
  of
• 35:19
  working
• 35:19
  with
• 35:19
  advertisers
• 35:20
  who
• 35:20
  have
• 35:20
  a,
• 35:21
  are
• 35:21
  used
• 35:21
  to
• 35:21
  then
• 35:22
  getting
• 35:22
  a
• 35:22
  much
• 35:22
  richer
• 35:23
  picture
• 35:24
  on
• 35:25
  matter
• 35:25
  or
• 35:25
  whatever
• 35:26
  around
• 35:26
  retargeting,
• 35:27
  et
• 35:27
  cetera,
• 35:28
  of
• 35:28
  parents.
• 35:28
  But
• 35:30
  I
• 35:30
  just
• 35:30
  think
• 35:31
  you've
• 35:31
  got
• 35:31
  to,
• 35:31
  you
• 35:31
  know,
• 35:32
  without
• 35:32
  going
• 35:32
  into
• 35:32
  the
• 35:32
  weeds
• 35:33
  of
• 35:33
  advertising,
• 35:34
  it's
• 35:34
  a
• 35:34
  bit
• 35:34
  like
• 35:35
  your
• 35:35
  sort
• 35:35
  of
• 35:35
  performance
• 35:35
  and
• 35:37
  brand
• 35:37
  building
• 35:37
  argument
• 35:38
  at
• 35:38
  the
• 35:38
  moment.
• 35:38
  And
• 35:39
  it's
• 35:39
  like
• 35:39
  you
• 35:39
  need
• 35:39
  both,
• 35:40
  you
• 35:40
  need
• 35:40
  to,
• 35:42
  you
• 35:42
  need
• 35:42
  the
• 35:43
  kind
• 35:43
  of
• 35:44
  presenting
• 35:44
  the
• 35:45
  brand
• 35:45
  and
• 35:45
  getting
• 35:45
  people
• 35:46
  to
• 35:46
  get
• 35:46
  excited
• 35:46
  about
• 35:47
  it
• 35:47
  and
• 35:47
  building
• 35:47
  that
• 35:47
  fandom
• 35:48
  and
• 35:49
  before
• 35:49
  you
• 35:49
  kind
• 35:49
  of
• 35:49
  point
• 35:50
  them
• 35:50
  at
• 35:50
  ads
• 35:50
  and
• 35:50
  products
• 35:51
  and
• 35:51
  click
• 35:52
  throughs
• 35:52
  to
• 35:52
  other
• 35:52
  things,
• 35:53
  etc.
• 35:53
  So
• 35:54
  you've
• 35:54
  got
• 35:54
  to
• 35:55
  have
• 35:55
  both
• 35:55
  really.
• 35:56
  And
• 35:56
  YouTube
• 35:57
  is
• 35:57
  a
• 35:57
  good
• 35:57
  place
• 35:58
  and
• 35:58
  fast
• 35:58
  to
• 35:58
  kind
• 35:59
  of
• 35:59
  build
• 35:59
  the
• 35:59
  depth
• 35:59
  of
• 36:00
  storytelling
• 36:01
  and
• 36:01
  fans
• 36:02
  and
• 36:02
  then
• 36:02
  you
• 36:02
  can
• 36:03
  kind
• 36:03
  of
• 36:03
  use
• 36:03
  other
• 36:03
  platforms
• 36:04
  to
• 36:05
  be
• 36:05
  more
• 36:05
  specific
• 36:06
  about
• 36:06
  what
• 36:06
  you
• 36:06
  want
• 36:06
  to
• 36:07
  tell
• 36:07
  them
• 36:07
  about.
• 36:07
  I
• 36:08
  know,
• 36:08
  but
• 36:08
  it's
• 36:08
  funny,
• 36:08
  right?
• 36:08
  Because
• 36:09
  it's
• 36:09
  like
• 36:10
  yes,
• 36:10
  kids,
• 36:11
  digital
• 36:11
  data
• 36:12
  is
• 36:12
  less
• 36:12
  rich
• 36:13
  and
• 36:13
  as
• 36:13
  it
• 36:13
  should
• 36:14
  be
• 36:14
  less
• 36:14
  rich
• 36:15
  than
• 36:15
  what
• 36:15
  adult
• 36:15
  digital
• 36:16
  data
• 36:16
  is
• 36:16
  but
• 36:16
  it's
• 36:17
  still.
• 36:17
  You're
• 36:17
  still
• 36:18
  getting
• 36:18
  far
• 36:18
  more
• 36:18
  information
• 36:19
  than
• 36:19
  you
• 36:19
  would
• 36:19
  be
• 36:19
  if
• 36:19
  you
• 36:20
  were
• 36:20
  taking
• 36:20
  linear
• 36:20
  ratings.
• 36:21
  Right?
• 36:21
  Like,
• 36:22
  oh,
• 36:22
  I
• 36:22
  remember
• 36:22
  the
• 36:23
  days
• 36:23
  of
• 36:23
  the
• 36:23
  Excel
• 36:23
  sheet
• 36:24
  with
• 36:24
  all
• 36:24
  your
• 36:24
  tv,
• 36:25
  Coronation
• 36:26
  Street,
• 36:26
  a
• 36:27
  bit
• 36:27
  of
• 36:27
  Harry
• 36:27
  Hill
• 36:27
  and
• 36:28
  like,
• 36:28
  nothing
• 36:28
  else.
• 36:28
  Yeah,
• 36:29
  yeah,
• 36:29
  yeah.
• 36:29
  And
• 36:29
  then
• 36:29
  it's
• 36:30
  like,
• 36:30
  you
• 36:30
  know,
• 36:30
  it's
• 36:30
  all
• 36:30
  estimated.
• 36:31
  It's
• 36:31
  all
• 36:31
  based
• 36:31
  on
• 36:32
  panel,
• 36:32
  right?
• 36:32
  Like.
• 36:32
  And,
• 36:33
  you
• 36:33
  know,
• 36:33
  like,
• 36:33
  subset,
• 36:34
  right?
• 36:34
  Like,
• 36:34
  you
• 36:35
  know,
• 36:35
  you
• 36:35
  don't
• 36:35
  know
• 36:35
  if
• 36:35
  people
• 36:35
  are
• 36:35
  in
• 36:36
  the
• 36:36
  room
• 36:36
  when,
• 36:36
  when,
• 36:36
  when
• 36:36
  it's
• 36:37
  happening
• 36:37
  or
• 36:37
  not,
• 36:37
  right?
• 36:38
  Like,
• 36:38
  whereas
• 36:38
  digital,
• 36:39
  you
• 36:39
  know,
• 36:40
  it's.
• 36:40
  It's
• 36:40
  much
• 36:40
  more
• 36:41
  in
• 36:41
  depth.
• 36:41
  That's
• 36:41
  why
• 36:41
  it's
• 36:41
  so
• 36:41
  compelling.
• 36:43
  Awesome.
• 36:43
  Well,
• 36:44
  I
• 36:44
  am
• 36:44
  looking
• 36:44
  forward
• 36:45
  to
• 36:45
  chatting
• 36:46
  about
• 36:46
  that
• 36:46
  with
• 36:47
  Emma
• 36:47
  Watowski
• 36:48
  is
• 36:48
  going
• 36:48
  to
• 36:48
  be
• 36:48
  joining
• 36:48
  us
• 36:48
  in
• 36:48
  the
• 36:49
  next
• 36:49
  Wild
• 36:49
  Brain
• 36:49
  episode
• 36:50
  of
• 36:50
  the
• 36:50
  Kids
• 36:50
  Media
• 36:51
  Club
• 36:51
  podcast.
• 36:52
  And
• 36:52
  then
• 36:52
  you
• 36:52
  and
• 36:52
  me,
• 36:53
  Kate,
• 36:53
  are
• 36:53
  going
• 36:53
  to
• 36:53
  be
• 36:54
  getting
• 36:54
  into
• 36:55
  fast
• 36:55
  in
• 36:55
  a
• 36:55
  bit
• 36:55
  more
• 36:56
  detail
• 36:56
  for
• 36:56
  the
• 36:56
  kids
• 36:57
  streamer
• 36:57
  sphere
• 36:58
  in
• 36:58
  the
• 36:58
  next
• 36:58
  few
• 36:58
  weeks.
• 36:59
  Because
• 37:00
  I
• 37:00
  feel
• 37:01
  like
• 37:01
  fast
• 37:01
  and
• 37:01
  Kids
• 37:02
  is
• 37:02
  something
• 37:02
  that,
• 37:03
  like,
• 37:03
  I
• 37:03
  spoke
• 37:04
  about
• 37:04
  again
• 37:04
  with
• 37:04
  Marianne
• 37:05
  probably
• 37:05
  around
• 37:06
  a
• 37:06
  year
• 37:06
  ago,
• 37:06
  but
• 37:07
  I'm
• 37:07
  really
• 37:08
  excited
• 37:08
  to
• 37:08
  hear
• 37:08
  the
• 37:09
  success
• 37:09
  you
• 37:09
  guys
• 37:09
  are
• 37:09
  having
• 37:10
  in
• 37:10
  it.
• 37:10
  So,
• 37:10
  yeah,
• 37:11
  looking
• 37:11
  forward
• 37:11
  to
• 37:11
  that.
• 37:13
  Oh,
• 37:13
  thank
• 37:13
  you
• 37:13
  for
• 37:14
  having
• 37:14
  me.
• 37:14
  It's
• 37:14
  been
• 37:14
  great.
• 37:15
  Awesome.
• 37:16
  Andy,
• 37:16
  do
• 37:16
  you
• 37:16
  want
• 37:16
  to
• 37:16
  do
• 37:16
  the
• 37:17
  sign
• 37:17
  off?
• 37:18
  I
• 37:18
  will
• 37:18
  do
• 37:18
  the
• 37:18
  sign
• 37:18
  off,
• 37:19
  yeah.
• 37:19
  Thanks
• 37:19
  very
• 37:19
  much,
• 37:19
  Kate.
• 37:20
  That
• 37:20
  was
• 37:20
  fascinating.
• 37:21
  Hope
• 37:22
  you
• 37:22
  guys
• 37:22
  enjoyed
• 37:23
  that.
• 37:23
  And
• 37:24
  please
• 37:24
  like
• 37:24
  and
• 37:25
  subscribe
• 37:26
  wherever
• 37:26
  you
• 37:26
  get
• 37:26
  your
• 37:27
  podcasts
• 37:27
  and
• 37:27
  we
• 37:28
  will
• 37:28
  see
• 37:28
  you
• 37:28
  next
• 37:28
  week.