In an era where streaming platforms are becoming increasingly competitive, pocket.watch, a leading distributor of children's programming, is making significant strides by expanding its creator-based content to premium services like Hulu, Peacock, and Amazon Kids+. Founded in 2018 by Chris Williams, the company has established itself as a powerhouse with over 53 creator brands reaching 1.2 billion subscribers and generating 855 billion lifetime views. This expansion marks a pivotal moment for pocket.watch as it leverages its vast network of popular creators to tap into new audiences on premium platforms.

Details of the Expansion

In the vibrant world of digital media, pocket.watch has been diligently working to bring its robust library of creator-driven content to premium streaming services. The company, led by CEO Chris Williams, who previously held executive positions at Disney and co-founded Maker Studios, has seen remarkable success since its inception in 2018. With a portfolio of 53 creator brands, pocket.watch has amassed an impressive audience base of 1.2 billion subscribers and garnered 855 billion lifetime views.

Recently, pocket.watch has intensified its presence on platforms such as Hulu, Peacock, and Amazon Kids+. Notably, Hulu, now integrated into Disney+, has nearly doubled its collection of pocket.watch titles since 2023, adding six new shows in early February. These include engaging titles like "Diana’s Popstar Princess Adventure!" and "Daniel LaBelle: Full Body Funny." Similarly, Peacock has witnessed a fivefold increase in watch time compared to the previous year, while Amazon Kids+ has premiered content from "Love, Diana," opening up a substantial new platform with over 10 million subscribers.

The company's strategy revolves around transforming high-quality, kid-safe, and enriching content for premium services. David B. Williams, SVP/GM Channels at pocket.watch, emphasizes the significance of this audience segment. "Kids and families drive engagement, subscriber growth, and retention more powerfully than any other content type," he notes. Pocket.watch ensures rigorous vetting processes to maintain safety standards, focusing primarily on YouTube due to its accommodations for under-13 audiences.

Despite concerns about inappropriate content online, pocket.watch remains committed to providing safe and engaging experiences. "We have stringent measures to ensure all content meets the highest safety standards for kids," says Chris Williams. Additionally, the company uses platforms like TikTok and Reels mainly for promotional purposes, targeting parents rather than children, adhering to legal guidelines.

The company's collaboration with major partners like Paramount Pictures exemplifies its growing influence. Ryan’s World, one of its most popular channels with 38.7 million subscribers, even ventured into feature films last summer. This expansion underscores pocket.watch's ability to bridge traditional media with the streaming age, ensuring continued trust from reputable partners.

From a broader perspective, the leadership team's deep experience in kids' programming, including Albie Hecht's influential role at Nickelodeon, positions pocket.watch to navigate the evolving media landscape successfully. As they continue to expand, pocket.watch aims to remain a trusted source of engaging, safe, and high-quality content for young audiences.

This strategic move by pocket.watch not only diversifies its distribution channels but also highlights the growing importance of creator content in the streaming era. For both creators and viewers, this expansion means more opportunities and richer experiences. It demonstrates that with careful curation and strong partnerships, content designed for kids can thrive in premium environments, setting new standards for family entertainment.