Scott Chambers, SVP of global media distribution at Sesame Workshop says that nearly half of “Sesame Street”’s audience is coming from digital devices.
According to Chambers, who spoke with Beet.tv earlier this month, mobile has been one of the biggest changes the company has had to adapt to in 44 years. Chambers explained that the advent of tablets and mobile devices has dramatically increased how audiences (mainly three-year-olds) interact with “Sesame Street” media. By literally removing all barriers, Chambers says that the touch-screen aspects of mobile devices has revolutionized how children consume “Sesame Street” via streaming content and across 45 apps.
Chambers explained that partners like YouTube and Netflix are critical to reaching the company’s audience. As online streaming platforms gain more traction across the globe, these types of kid-centric shows are recognizing the power of a service that allows for anytime/anywhere viewing. Mainly because, as anyone in the digital media business will tell you today, youngsters do not think of television in the way that older generations do. To them, “Sesame Street” is “Sesame Street” wherever you put it.
It’s why, over the past decade, the “Sesame Street” brand has shifted its overall strategy to fit this more screen-agnostic demographic. Since launching in 2006, the program’s YouTube channel has received over one billion views and more than 700,000 subscribers.
And it’s why Netflix and Amazon have made it a point to include kids programming as part of their respective originals strategies. Get them while they’re young, and they’ll be sure to stick around, regardless of which screen they find you on.