TECHNOLOGY

The Wild Rise of Moonbug — Magic Money Machine on YouTube


in the last Just a month, videos from Cocomelon, Little Baby Bum and Blippi were viewed more than 2.37 billion times. These three Youtube The channels – which are among the largest on the platform – have collectively amassed 157 billion views in his few years online. And now they worth 3 billion dollars.

You may not know them, but anyone with young children will. Cocomelon alone is The second most watched channel on every youtube. And after a series of acquisitions, all three are now owned by one company: Moonbug Entertainment.

Their origin stories are diverse. Blippi – real name Stephen John and artist akin to Mr. Rogers – is well known to young children around the world since creating his YouTube channel in 2014, as well as to those who knew him as Stacy Grossman, the man who once defecated on a friend’s exposed genitals in an early viral video. Little Baby Bum was started in 2011 by husband and wife team Derek and Cannis Holder. The pair correctly believed there was a niche in the market for flashy animated versions of nursery rhymes. Similar hunch before couple from california Working in the worlds of children’s book illustrations and filmmaking led to Cocomelon.

Having swallowed three of YouTube’s most popular kids channels, the London-based Moonbug has devoured it. rumored price? a Cool 3 billion dollars, or nearly half of what Disney bought Pixar in 2006.

The buyer is a group led by former Walt Disney CEO and former US TikTok CEO Kevin Mayer, and backed by The Blackstone Group, a New York private equity firm. It’s an astronomical rise in the value of the Moonbug, and proof – if ever it was needed – that entertaining kids is a big business. Says Bastian Manentfield, CEO of Spanish entertainment company 2btube, which has great content for kids arm.

“Children are a prime target of YouTube monetization strategies,” said Alexandra Ruiz Gomez, a social media lecturer and specialist in children’s influences at Curtin University in Perth, Australia. And Moonbug’s intellectual property, which includes Cocomelon and Little Baby Bum, is loved by millions — so beloved that Moonbug raked in $53 million in revenue in 2020, according to Financial results presented in the UK.

Interest in Moonbug and a host of other similar mergers and acquisitions over the past 24 months – from Epic acquires kidtech SuperAwesome platform in september 2020 to 500 million dollars to buy From reading and learning platform Epic (confusingly, that’s another epic) by Indian educational services company Byju in July 2021 – evidence of the growing legitimacy of children’s content on platforms like YouTube. It’s backed by big tech platforms’ willingness to invest in kidtech and moderation. Realizing that the internet was never designed for children but has been embraced in huge numbers, the platforms and companies that produce content for them are now trying to design with children in mind. The result is huge financial deals that were previously unattractive to investors.



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