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The Wild Rise of Moonbug — YouTube’s Magic Money Machine


Finally in just one month, videos from Cocomelon, Little Baby Bum, and Blippi were viewed more than 2.37 billion times. These three YouTube Channels, which are the largest group on the platform, together, have watched 157 billion people in the few years they have been online. And now they are $ 3 billion in revenue.

You may not know them, but anyone with small children will get to know them. Cocomelon alone is the second most common method on the entire YouTube. And, after buying a few items, all three now own one company: Moonbug Entertainment.

Their opening stories are different. Blippi — real name Stevin John and charming as Mr. Rogers — has been well-known to young children around the world since he launched his YouTube channel in 2014, as well as to those who know him well. Steezy Grossman, a man who once defecated on a friend’s naked body in the first viral video. Little Baby Bum was founded in 2011 by a group of men and women Derek and Cannis Holder. The pair rightly believed that the market was a delight for the exciting variety of nursery videos. The same reading California family working in the world of photography for children’s books and making films inspired Cocomelon.

After swallowing three popular children’s channels on YouTube, Moonbug from London is doomed to failure. The rumored price? A good $ 3 billion, or about half of what Disney bought Pixar in 2006.

The buyer is a team led by former Walt Disney CEO and former TikTok US CEO Kevin Mayer, and with the support of The Blackstone Group, a New York-based business company. It’s Moonbug’s high-profile rise, and the evidence – if it should be – is that children’s entertainment is big business. “It shows that children’s products are a huge and valuable market, and that digital companies also have competing ideas or high-profile media companies,” said Bastian Manintveld, chief executive of the Spanish company 2btube, which has a lot of experience. ana. hand.

“Children represent the ultimate goal of earning a living on YouTube,” says Alexandra Ruiz-Gomez, a TV professor who works in educating children at Curtin University in Perth, Australia. And Moonbug’s talent, which includes Cocomelon and Little Baby Bum, is loved by millions – so popular that Moonbug earned $ 53 million by 2020, according to economic results submitted to the UK.

The interest in Moonbug is another similar combination to shopping in the last 24 months — from Epic’s acquisition of kidtech SuperAwesome platform in September 2020 until $ 500 million to buy of an Epic reading and learning platform (confusing, this is another Epic) written by the Indian educational company Byju in July 2021 — and evidence of the proliferation of children’s content on platforms like YouTube. It is fueled by the desire for major technical platforms to invest in kidtech and moderation. Recognizing that the internet was not designed to be for children but was taken over by many of them, the platforms and companies that cater to their products are now trying to make it with children in mind. And the result is huge financial deals that were initially unattractive to investors.


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