YouTube Kids is growing up fast, as the platform takes a leaf out of Netflix’s book with new user profiles.
Personalisation is a key feature now expected from streaming services, offering recommendations and watchlists tailored to each user’s tastes. Kids, though, can sometimes get overlooked in that rush to personalise a platform – and YouTube is finally taking steps to rectify that, with new profiles added to YouTube Kids.
“We know that kids who love the YouTube Kids app are getting older and want a platform that’ll grow with them. Whether kids are watching Monster High, DC Kids, LEGO, learning their ABCs, or picking up the latest tricks in Minecraft, we want YouTube Kids to help,” says Balaji Srinivasan, YouTube Kids Engineering Director.
Now, when adults sign in with a Google account, they can create a profile for each child using the service, which is accessible across different devices. The app also grows to match the age of the child, so when you enter a date of birth, YouTube Kids changes the way the app looks. Younger kids will get less text, while older kids will get more content on the home screens.
The updates are part of a wider revamp of the app, which also extends to parental controls – another core of any kids’ streaming service. The new setup process will gives you detailed information to help you make the right choices for your family before your kids use the app. Kids, meanwhile, can set a secret passcode to get into their profile (and keep their brother or sister out). (Parents, of course, can always override that passcode.)
YouTube Kids is now live in 37 countries, has more than 70 billion views in the app, and more than 11 million weekly active viewers. The new user profiles are being rolled out now worldwide, although they will not be available in some countries, including, for now, the United Kingdom.
“We’re looking at ways to build an even better experience for families,” adds Srinivasan. “Coming soon, we’ll give parents the option to have more content available in the app experience for their child. Our team is working to identify the most relevant content categories for tweens to make the app even more awesome.”