iWorld
Indian YouTube kids channels gain momentum
MUMBAI: Technology has redefined entertainment for kids across the world. As more kids get hooked to mobiles and tablets, the business of kids content on YouTube thrives more. With hundreds of channels entering the sector every year, this category is expanding as well as giving more scope of monetisation for creators. Indian kids channels on the platform are gaining, keeping pace with the global market and sprawling to unprecedented growth. ChuChu TV is the market leader with 27 million subscribers across all its channels in the sector leaving content powerhouses like AIB and TVF far behind. The success of the Chennai-based creators could be a lesson for others across the genre how to monetise on the platform.
But ChuChu isn’t the only one. There are others also making their mark. CVS 3D Rhymes, Videogyan and HooplaKidz are also propelling the growth.
Though traditional television industry has a good amount of content offerings for kids, the viewership for this category is growing rapidly in India and globally too. However, YouTube does not have a different category for kids, but comes under ‘Education’.
Interestingly, among educational content, 70-80 per cent viewership comes from kids as shared by video analytics firm Vidooly co-founder and CEO Subrat Kar.
“We have seen in last three years, the consumption of these content compared to all the categories is very huge,” Kar said. He also gives credits to creators for tapping into exactly what the kids want. Following the success of new age creators, even traditional players like Sony, T-Series have entered the space.
The category of Indian kids channels on YouTube is highly monetised. Kar thinks one of the main reason behind that is the love of brands for these channels. Kids friendly brands like chocolate, toys and kids apparel find the category interesting. Even the brands that want to target the age group of 25-35 population in top metros, run a digital campaign on YouTube targeting kids content as parents share a large amount of viewership too.
ChuChu TV, whose success story is well admired in the industry, started at a time when there were just a handful of channels in the market. Along with a good timing, the rejection of lullaby songs, rewriting old nursery rhymes helped the channel to grow. However, today the Indian market has changed owing to Jio and projects like Railfie from Google.
“When we started our Indian viewership was four per cent of total viewership. Other countries like UK, Phillipines, Canada, and Vietnam were at the top. But for the past two years India has beaten everything and now it is right at the top. The viewership from India is equal to the US now that is 20 per cent,” ChuChu TV co-founder and CEO Vinoth Chandar said.
Chandar also explained the revenue pattern of the venture. Most of the revenue comes from developed countries like the UK, US and Canada. Though Vietnam gives high viewership, it cannot provide any revenue. Kar says as kids content does not have localised nature, the global taste adds to revenue and the viewership of Indian creators, especially, from developed countries. Higher CPM, more brands investing in digital space contribute majorly to the business. Along with 30 to 40 per cent viewership from outside India, 40-50 per cent revenue also comes from abroad.
Despite the boom, things have become tougher as the market is getting crowded with entry of more players. In the last year itself, more than 1000 channels have entered the space. The existing big players are coming out of YouTube dependency for monetising effectively. ChuChu TV has content deals with broadcasters and other OTT players. Cosmos Maya’s digital venture WowKidz recently joined a collaboration with leading OTT platform YuppTV.
Chandar says that with differentiating and good content ideas, anyone can get a foothold in YouTube despite the competition. Among thousands of Johny Johny Yes Pappa, the one searched by a huge number of viewers on the back of “awesome content” will be able to engage more little stars.
iWorld
JioHotstar enters micro-drama space with 100 shows under Tadka banner
Short-form push targets 300M users as content meets commerce in new format
MUMBAI: JioStar has made a bold play in India’s fast-growing micro-drama space, rolling out over 100 short-form shows under its new Tadka banner on JioHotstar, timed with the massive viewership surge of the Indian Premier League 2026.
The scale of the launch signals clear intent. Rather than testing the waters, the company has dived in headfirst, releasing a wide slate of content on day one. Each show is designed for quick consumption, with episodes running 60 to 90 seconds in a vertical format tailored for mobile-first audiences.
The move comes as India’s micro-drama market, currently valued at around $300 million, is projected to grow tenfold to over $3 billion by 2030. Globally, the format has already proven its mettle, with China’s micro-drama sector recording explosive growth in recent years.
What sets this rollout apart is its built-in monetisation strategy. The shows are free to watch and ad-supported, with brand integrations woven directly into storylines from the outset. It reflects a broader shift where content and commerce are increasingly intertwined, rather than operating in silos.
The timing is equally strategic. With more than 300 million users already tuning in for IPL action, JioHotstar is effectively turning cricket’s biggest stage into a discovery engine for its new format.
The company is not entering an empty arena. Early movers like Kuku TV, MX Player and platforms backed by Zee Entertainment Enterprises have already laid the groundwork, building audiences and validating demand for snackable storytelling.
Now, with scale, distribution and advertiser interest aligning, the big players are stepping in. For JioStar, Tadka may well serve as a proving ground for the next evolution of digital entertainment, where every minute counts and every second sells.
If the bet pays off, India’s next big content wave might just arrive in under 90 seconds.
