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TODAY

ABC

 On-demand video is catnip to both parents and to children, and thus to content creators and advertisers. Small children are mesmerised by these videos, whether it’s familiar characters and songs, or simply bright colours and soothing sounds. The length of many of these videos — one common video tactic is to assemble many nursery rhyme or cartoon episodes into hour+ compilations —and the way that length is marketed as part of the video’s appeal, points to the amount of time some kids are spending with them.




YouTube broadcasters have thus developed a huge number of tactics to draw parents’ and childrens’ attention to their videos, and the advertising revenues that accompany them. The first of these tactics is simply to copy and pirate other content. A simple search for “Peppa Pig” on YouTube in my case yielded “About 10,400,000 results” and the front page is almost entirely from the verified “Peppa Pig Official Channel”, while one is from an unverified channel called Play Go Toys, which you really wouldn’t notice unless you were looking out for it: 


 

 

On-demand video is catnip to both parents and to children, and thus to content creators and advertisers. Small children are mesmerised by these videos, whether it’s familiar characters and songs, or simply bright colours and soothing sounds. The 



length of many of these videos — one common video tactic is to assemble many nursery rhyme or cartoon episodes into hour+ compilations —and the way that length is marketed as part of the video’s appeal, points to the amount of time some kids are spending with them.

YouTube broadcasters have thus developed a huge number of tactics to draw parents’ and childrens’ attention to their videos, and the advertising revenues that accompany them. The first of these tactics is simply to copy and pirate other content. A simple search for “Peppa Pig” on YouTube in my case yielded “About 10,400,000 results” and the front page is almost entirely from the verified “Peppa Pig Official Channel”, while one is from an unverified channel called Play Go Toys, which you really wouldn’t notice unless you were looking out for it:

 

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