The Children’s Media Summit ’26: Commercial Realities
Children’s linear broadcasters are investing under 30% on original commissions, streamer appetite for kids’ content has reduced and YouTube advertising revenue is not making up the deficit. The third session of the Children’s Media Summit discussed who will actually fund the next generation of children’s media and how the UK might build a sustainable commercial ecosystem. CMF Executive Group member Sarah Joyce shares some thoughts on the session.
Moderated by:
Jen Topping Consultant and Writer
Panellists:
Jonathan Chambers Director of Investment, Generation Media
Nicky Cox CEO, Children United and Fresh Start Media
Dan’l Hewitt Head of Global Business, Moonbug Entertainment
Jamie Spafford Co-founder / Head of Partnerships, Marketing and Comms, Sorted Kids / Sorted Food
Jen Topping kicked off the session with a summary of the current landscape in children’s media including the lack of diversity in commissioning, impact of COPPA regulations on revenue, and the fragmentation of how children are accessing and consuming content. She asked how we can build a thriving ecosystem in this context.
Jonathan and Dan’l both noted that COPPA regulations create barriers which means people avoid children’s media. Jonathan said that for advertisers there is no way to measure success or outcomes so there is little appeal. Brands don’t want to test and learn, they want proof. Dan’l agreed, adding there was a degree of confusion about COPPA and what could and couldn’t be captured, which exacerbated the situation.
Nicky and Jamie both discussed working with brands highlighting that it was critical to find brands whose issues and CSR were aligned with the content. Jonathan echoed the importance of this in the negotiations he is involved with. He added that brand objectives are not just about money, they want repeatable and sustainable outcomes.
Nicky revealed that her company, Fresh Start Media has launched the Children’s United Foundation to support a news channel which will offer rolling independent news for children. Nicky noted that media literacy for children included the need for more than one trusted news provider, as currently only CBBC’s Newsround is left. She added that her new channel is free to use, and as others have said, will work with brands where there is alignment – financial literacy, travel, nature etc.
The panel were asked about age-specific content and Jonathan said that partners wanted these to be based on first-hand knowledge, such as live events. Jamie, Nicky and Dan’l all agreed that live assemblies, pop up events, meet and greets etc were great opportunities, and allowed parents to connect too.
Jonathan added that these types of activity create undivided attention for specific content so are appealing to advertisers. Events and experiential ad spend is growing.
There was speculation about a potential rise in live events, should YouTube be banned, as in the government’s proposal.
Jen invited questions from the audience with the first about lessons/tips to strengthen engagement – suggestions included using your IP catalogue to grow and sustain an audience; if you own IP you must be on YouTube; make your content act as marketing for something else.
There were two questions related to COPPA, the first asked if it helped kids. The panel thought no, reasoning that a ban which did not replace any of the good things with alternative good things was not helpful, also that it removed economic incentives despite best intentions. The second question asked if a coalition for innovation measurement could be established to find new ways to collate data if COPPA can’t be repealed? Jonathan explained that this was extremely complex as there was not even a systematic way to define a ‘view’. He added that although BARB had added YouTube in its measurements, it may not be accurately tracking different viewing habits.
Jamie responded to an audience question about asking YouTube to change its revenue split. He added that it was a tough ask, given that they are the most generous already, but said yes they should be asked.
A final comment from the audience noted that the majority of views for UK content are from the USA. So whilst there is a need for a more commercial approach, it is not the case that a global audience don’t want UK content.
Jen drew the session to a close by asking the panel for one piece of advice:
Jonathan – focus on outcomes to achieve market objectives
Jamie – build audience first and commercial aspects come later
Dan’l – create the content first
Nicky – keep thinking outside the box to answer ‘how are we going to fund it’
Watch the full session here:
The Children’s Media Summit ’26: Delivering Public and Personal Value The Children’s Media Summit ’26: Funding The Future