Pocket.watch has expanded its roster in a big way. The kid-friendly media company, which develops original IP alongside all-ages stars on platforms like YouTube and TikTok, has announced eight new partner channels. The creator leading the wave of signings is Daniel Labelle, the short-form comedian who counts more than 66 million followers across YouTube, TikTok, and Instagram.
Labelle has become one of the biggest stars on YouTube Shorts thanks to his brand of physical comedy, which often utilizes fast-paced stunts. By typically staying silent during his videos, the Wisconsin native has attracted fans from around the world. Pocket.watch will look to further his burgeoning brand by teaming up with him to launch new content and other ventures.
A partnership with Labelle is part of pocket.watch’s push into the world of vertical video. The six-year-old company made headlines last year when it inked a deal with Dan Rhodes, a magician known for releasing popular short-form videos. Rhodes has since collaborated with other pocket.watch partners, including the stars of the Ryan’s World brand.
The latest pocket.watch signees include a number of short-form hitmakers other than Labelle. The McClure Twins, Wilson World, and Dominoki Kids Songs have collectively reeled in billions of views by catering to the large audience of young viewers on YouTube Shorts. Meanwhile, pocket.watch partners like Gaby and Alex, Papa Jake, and Toys AndFun Sisters have taken more traditional, long-form-oriented paths to multi-million subscriber followings. Multiformat hub Akili and Me rounds out the eight-channel wave of partnerships.
“Pocket.watch values partnering with creators who are incremental to the diverse range of content available for kids and families to enjoy together,” said pocket.watch SVP of Creator Partnerships Chase Landau in a statement. “We’re excited to collaborate with these impressive creators to build upon their already massive audiences and work with them to increase monetization while expanding and diversifying their brands.”
The new signings will add to pocket.watch’s roster of influential channels. The company works with 48 creator partners who reach 830 million YouTube subscribers and count 561 billion lifetime YouTube views among them. Those numbers are only going up. A press release from pocket.watch indicates that company now has a 37,000-hour library that’s available for distribution. That figure represents a 51% year-over-year increase.
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