Overview

The panel focused on the challenges and opportunities in creating and funding podcasts for children, particularly tweens.

Lindsay Patterson, CEO of Tumble Media, highlighted the difficulty in securing funding for tween podcasts, noting that advertisers often prefer content for younger audiences.

Melissa Victor, creator of Stoop Kids Stories, pointed out that tweens are drawn to platforms like YouTube and TikTok, suggesting that podcast content should emulate these formats. Jessica Ray, CEO of Kids Pod, emphasized the lack of tween-specific content, despite a clear demand, and shared data showing a steep drop-off in podcast availability for ages 10-13.

Tracy Kaplan of Small But Mighty Media discussed the need for creative funding solutions, such as fiscal sponsorships and direct donations, to sustain quality content.

Bryan Barletta from Sounds Profitable stressed the importance of innovative advertising strategies tailored to the unique needs of kids' podcasts.

The panelists collectively underscored the potential for growth in this niche, provided that creators and advertisers adapt to the evolving media consumption habits of tweens.

Core Concepts

Tween Podcast Content Gap

The discussion highlighted a significant gap in podcast content for tweens, which has led to a decline in engagement as children grow older.

Key Points:

• There is a noticeable drop-off in podcast content for children aged 10-13.

• Tweens often turn to platforms like YouTube and TikTok due to the lack of age-appropriate podcast content.

• Historical data shows a decline in funding for tween-targeted TV shows, which may also impact podcast content creation.

Examples:

• Jessica Ray mentioned that her 14-year-old son had to switch to Spotify to find content that interested him, indicating a gap in tween-specific podcasts.

• Melissa Victor noted that tweens are interested in content similar to what they find on YouTube and Twitch, such as game-related shows.

Quotes:

If podcasting, if listening has been built into their routine as a six, seven, eight-year-old, it's gonna stay that way. - Jessica Ray

Where's the teen Roundtable podcast, you know, or where... where's the audio drama for the tweens? - Melissa Victor

Advertising Challenges

The panel discussed the challenges of securing advertising for kids' podcasts, emphasizing the need to educate advertisers about the potential of this market.

Key Points:

• Advertisers are often skittish about investing in kids' podcasts due to misconceptions about the audience's purchasing power.

• There is a need for creative and custom advertising solutions that resonate with both children and parents.

• The current advertising model in podcasting does not always fit well with kids' content, requiring innovative approaches.

Examples:

• Bryan Barletta shared that his son noticed and enjoyed the ads in podcasts, indicating that well-crafted ads can be effective.

• Jessica Ray emphasized that ads in kids' podcasts can make parents' lives easier by introducing them to useful products and services.

Quotes:

Every single thing I consumed as a child was inevitably an ad. Like, Paw Patrol is an ad to sell the toys. - Bryan Barletta

Parents want to know about products and services and things that are going to make their lives easier. - Jessica Ray

Alternative Funding Models

The panelists explored various alternative funding models for kids' podcasts, highlighting the importance of creative thinking in monetization.

Key Points:

• Virtual shows, activity packages, and personalized shoutouts are potential revenue streams for podcasters.

• Nonprofit grants and fiscal sponsorships can provide significant funding for mission-driven content.

• Creators should consider themselves influencers and actively pitch brands for sponsorships.

Examples:

• Melissa Victor suggested creating virtual shows and selling tickets as a low-stakes way to generate revenue.

• Tracy Kaplan shared her success in securing nonprofit grants and fiscal sponsorships to fund her podcast.

Quotes:

Think creatively when we are thinking about money, because we, as we've seen for the past couple days, advertisers aren't really interested. - Melissa Victor

I went out and got a fiscal sponsor, which are organizations that they handle all the reporting for nonprofits, and then take an administrative fee for any donations that you bring in. - Tracy Kaplan

Conclusion

The panel discussion underscored the challenges and opportunities in the kids' podcasting space, particularly for content aimed at tweens. There is a clear need for more age-appropriate content to keep tweens engaged, and innovative advertising and funding models are essential to support this growth. By thinking creatively and leveraging their influence, podcasters can explore diverse revenue streams and continue to provide valuable content for young listeners.

Food for Thought

• How can podcasters better understand and cater to the evolving interests of tweens to keep them engaged in the medium?

• What innovative advertising strategies can be developed to appeal to both children and their parents in a way that feels authentic and effective?

• How can the podcasting industry better educate advertisers and potential funders about the unique value and potential of kids' podcasts?

Reference Tools, Platforms, and Resources

1. Yodo: A device that allows children to listen to podcasts without ads.

2. Kiwi Crate: A subscription service for science kits, often advertised in kids' podcasts.

3. Patreon: A platform for creators to receive direct support from their audience.

4. Fiscal Sponsorship: Organizations that handle nonprofit reporting and take an administrative fee for donations.