As I write this at the beginning of March 2021, the podcast world seems to be focusing on kids podcasts - a new survey from Kids Listen and Apple’s relationship with Common Sense Media (carried over form the visual into the audio space) crests a wave that arguably began back with Spotify’s launch of its Kids Platform, and speaks to a renewed focus on new kids media platforms and the opportunities therein.

From Fortnite, to Roblox, and TikTok to YouTube - brands across the spectrum are trying to understand how to position themselves most profitably in the media spaces that matter to young people, create long-lasting relationships, and offer constructive content experiences.

So where do kids podcasts fit into all of this? What unique opportunities do they bring for brands (and, importantly, young listeners and their families)? I thought it would be interesting to have a chat with creators in this space and gauge their thoughts…

The Editor

Yooree Losordo

Managing Producer, TRAX

“Podcasts have a superpower of delivering the information that younger listeners need –– authentically, meeting them at their level.”

I work in a very special subset of kids’ media: public media for tweens, ages 9-13.

The research shows that this group is very much underserved by traditional media. This generation of tweens is also coming of age during a pandemic, a reckoning of racial injustice, and the climate crisis. Yet, there is a lack of trusted sources of information that speaks to their concerns, in their language.

Developmentally, they’re at an age where they are separating from their parents. Because of the pandemic, they also have less social interaction with their peers.

But, podcasts have a superpower of delivering the information that younger listeners need –– authentically, meeting them at their level. This can be a lifeline to not only tweens, but their caregivers as well.

And, the great thing about podcasts is, nobody has to know you’re listening to a podcast about personal matters––for example, body image or puberty. Podcast listening can be a private, personal experience in a really welcoming way.

At the same time, I would also encourage kids content creators to keep in mind the co-listening potential of their shows. Until we figure out a surefire way to deliver podcasts to kids, their caregivers will be hugely important in the success of kids’ podcasts.

What can we do to enhance the communal experience of co-listening?

Amy Kraft

Director of Development and Children’s Programming, Pinna

“The advantage of working in audio for kids, specifically, is that it’s an audience that’s really game to hear new things!”

Every time we kid test one of our shows – and we’ve launched 40+ podcasts at this point – we continue to be struck by how few expectations kids have about the audio space. The space is so rich for experimentation - setting the stage for all of the different things a podcast might be for kids.

We’re interested in all of the different ways that we can activate young listeners. For instance, we have a bunch of game shows where kids can shout out answers, Anytime Art guides kids through making art projects along with their audio art teachers; kids can do improv comedy with Don’t Break the Rules; they can pick up gaming tips from our Totally Unauthorized Minecraft Fan Show; and draw pictures and write stories inspired by The Start.

We also have two shows designed to get preschoolers up and moving, Hey Story Go! and Piper and the Dots, both of which required multiple rounds of kid testing to get right.

In Piper and the Dots, listeners help Piper take care of three dots – Red, Yellow, and Blue – that are voiced not with dialog but with musical instruments. We believed in the concept but knew that it just might not work with that young an age group, but were able to put together some MVPs (minimum viable podcasts) to try out with kids to get promising early results that propelled us forward.

The advantage of working in audio is that tests are more easily done than in other media, and the advantage of working in audio for kids, specifically, is that it’s an audience that’s really game to hear new things!

Kyla Slaven

Creator/Producer of kids ethics podcast Short & Curly

“I’m often surprised by how little subject variety there is for children in podcasts… kids have a multitude of interests and styles of shows they would enjoy if we just gave them the opportunity.”

There are so many truly delightful and satisfying things about making podcasts for children.

One advantage of making podcasts for kids (as opposed to other media) is that we can have a larger audience age range that doesn’t depend on individual reading levels/skills.

We make the show for the 7-12 year old age range, which is a pretty broad developmental stage to cover. But we try to make the show work on a variety of levels: while younger kids might enjoy the silliness and the humour, older children (and their parents!) may like the more “grown up” jokes and concepts.

Kids will also age in and out of the show, meaning we keep finding new audiences for our content. We’ve designed our topics to be fairly evergreen so new listeners will go back and discover older episodes, giving us a very “long tail” of downloads for our show.

Another point of difference is that podcasts are also faster and cheaper to make than TV and most video. This means pods can be much more fun, experimental, and adventurous.

I think there is still much more room for making shows that go beyond the science and storytelling focus of so many that currently exist. I’m often surprised by how little subject variety there is for children in podcasts. Just like adults, kids have a multitude of interests and styles of shows they would enjoy if we just gave them the opportunity.

We encourage feedback from our young listeners and they give us great show ideas which help us tailor the show to their specific needs and interests. I reply to each child individually because we have encouraged them to feel part of our little “Short & Curly” crew. It’s one of the most lovely parts of the job, especially when you compare it to the kinds of emails you get from adults when making shows for them!

Eric O’Keeffe

Host/Creator of children’s podcast What If World

“As kids podcasters, the immediacy of our episodes is powerful. We can listen and respond to our fans with a speed that TV, books, games, and movies can’t match. ”

As kids podcasters, the immediacy of our episodes is powerful. We can listen and respond to our fans with a speed that TV, books, games, and movies can’t match.

On my podcast, I had stories about social distancing, while sitcoms were celebrating Easter in a world where people could still hug each other. 

Internet videos have a quick turnaround, and visual elements are often vital, but I want to turn away from screens as the default media for kids. No one is strictly a visual learner, or an auditory learner, or an independent reader. We can benefit from a variety of media, and the connection you can feel from a podcast is something special.

The connection with kids starts with sincerity, and it goes both ways.

My advice is to add an interactive element to your show. For me, it's "What if" questions, but for you it can be anything. It gives you a way to talk to your fans directly, both on and off mic.

At least half of my work hours are spent answering as many fan and patron messages as I can. That's probably too much time, but I want people to know that there is a real person behind the silly voices.

The encouragement I get from our fans has been vital to me, especially since the start of this pandemic. I just keep sending it right back out into the world, and I have an anecdotally informed belief that my outreach has been a big part of What If World's success.