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The Brief
Published: 25 Feb 2015

YouTube Kids’ App Launched

YouTube has launched a dedicated children's mobile app, called YouTube Kids.

Shimrit Ben-Yair, group product manager at YouTube Kids, told news site TechCrunch that the app was developed in response to 200% year-on-year growth in YouTube's family entertainment sector.

The app gives access to YouTube videos from selected children's media products, including Dreamworks TV, National Geographic Kids and Yo Gabba Gabba. Future integration of popular content providers like Stampylonghead and the Vlogbrothers has also been announced.

This pre-selected content sits in four browsing categories: Shows, Music, Learning and Explore. In addition, children can also independently search an archive of videos pulled from YouTube's entire library. Here, a combination of algorithmic filters and manual quality control will ensure all material is child-friendly.

YouTube Kids is currently available for Android and iOS devices in the US, and will soon roll out internationally. The app will also be made available on the Kurio and Nabi children's tablets.

In 2014, British independent communications industry regulator Ofcom found that more than one in 10 children aged three to four in the UK now have their own tablets. This means ownership in the youngest age bracket surveyed quintupled compared to 2013's data. A dedicated mobile app to funnel that freedom of access will keep the demographic within YouTube's sphere of influence.

For more on the market of children's online video content, read our reports Digital Kids and The New Mainstream.

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