A Pan-European Kids and Young Adults Alliance – Kidsquare: KIDSQUARE

Programme(s): Creative Europe Programme (CREA)-undefined

Topic(s): CREA-MEDIA-2022-VODNET

Type of action: CREA Project Grants

Project ID: 101101601

Objective:

Kidsquare is cooperation between 3 European VoD platforms (Cinesquare by CutAway, Nowe Horyzonty VOD (Poland) by Stowarzyszenie Nowe Horyzonty and Nexo + by Nexo Digital). The platform covers different European OTT markets with different size and development (Italy, Poland and Southeastern Europe) but joined together with the same need - to expand their subscriber base by focusing on kids from 4 to 12. Kidsquare will be a starting point for establishing a pan-European alliance for promotion of quality children and youth audiovisual content, but also sharing acquisition cost between partners in order to ease the licensing process and making acquisitions easier and more approachable. The main activities of the project are development, curation and promotion of joint European children and youth-centered channel integrated in the existing subscription packages of the three platforms which will lead to an increase in the consumer base for European content. Through collaboration with various right-holders, film festivals and other stakeholders, Kidsquare provide a novel catalog of European children titles localized on 5 languages (Polish Italian, Macedonian, Albanian, Slovenian) with 40% of them dubbed in these languages. Kidsquare will further utilize analytics and gamification user interaction to create a human curation feedback loop with respect to the content which will ensure constant improvement of content based on user preferences. To reach the young audience we will implement creative and innovative marketing strategy based on eventisation as a marketing tool to attract new audience with the overarching goal, to build brand loyalty, create connections, and give users a reason to keep returning to the brand. One of the main goals within this initiative is to reinforce the market position of 3 European platforms-all focused on distribution and promotion of quality European content.