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Just when I think the internet has had its fill of bizarro, short-form, seemingly family-friendly YouTube ephemera, there’s a nine-month-old channel that’s clocking hundreds of millions of views a month and breaking into the Top 10 of our Global Top 50.
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Kids’ channels grow up fast
The channel LearnToon – Learn & Play was created on February 7, 2024. Its first video is from a month later and features a couple of preschool-aged kids in non-labeled, bright-colored clothes engaging in an oddball sharing lesson on top of zany sound effects and what sounds like an Eastern European children’s song that’s been sampled for a feelgood set at the discotheque. It’s up to 16,000+ views:
In the roughly nine-month gestational period since, LearnToon – Learn & Play has evolved into featuring a veritable cavalcade of children and adults performing anatomy lessons for toddlers (339 million views), kid-appropriate oddball domestic hacks (552 million views), playtime hijinx, and a lot more. “Yay😃 Let’s make a Cute Handbag for me 👜 #diycrafts #shorts” is a recent banger that stars a preadolescent whose handbag strap breaks and then completes some hand-wavy DIY magic to make something impractical but way more visually appealing. It’s been live for four days and has 21+ million views.
What’s incredible here is the trajectory. LearnToon – Learn & Play went from not existing to 4.6 million subscribers and 4.6 billion views across 464 uploads in a little over/under nine months (depending on what you count as the start date). It’s surprising yet unsurprising. The appetite among parents and young viewers for kids’ programming on YouTube is seemingly insatiable. It’s presumably led by the YouTube-is-a-babysitter use case (of which I have employed frequently). But there’s also so many channels! Of the Top 10 most viewed channels in this week’s Global Top 50, you could easily argue that eight of them fit into this same genre bucket. (The two exceptions are MrBeast and Zack D. Films.) So how does a new contender like this stand out? It probably helps if you know WTF you’re doing and have done it multiple times before.
There’s no official recognition of LearnToon – Learn & Play’s page, but if the channel looks like a 123 Go!, feels like a 123 Go!, uses the same music as a 123 Go!, and has the same disclaimers in its description as a 123 Go!, then it probably was produced by TheSoul Publishing.
TheSoul Publishing is a digital studio based in Cyprus that’s built a massive following by applying data-driven strategies and fast production timelines to respond quickly to trends across platforms. According to Tubefilter’s conversation with VP of Content Distribution Victor Potrel from last year, the company’s approach allows for rapid content adaptation, contributing to the success of brands like 5-Minute Crafts, 123 Go, and several more, which consistently rank among the most-watched YouTube channels globally. In short, these people seemingly know what they’re doing and they have a shiny new YouTube channel to prove it.
Channel Distribution
Here’s a breakdown of the Top 50 Most Viewed channels this week in terms of their countries of origin:
- India: 16
- United States: 14:
- Hong Kong and Vietnam: 3
- Canada, Indonesia, and Pakistan: 2
- Argentina, Belgium, China, El Salvador, Japan, Russia, South Korea, and United Arab Emirates: 1
This week, 31 channels in the Top 50 are primarily active on YouTube Shorts.
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