Branding Kidfluencers: Regulating Content and Advertising on YouTube

This paper analyzes emerging shifts in YouTube, advertising, and children's digital media industries through a case study of Pocket Watch, a digital-first production and distribution studio built exclusively for YouTube child stars. Our analysis reveals the company's strategic use of legacy media industry power, networks, and expertise to transform YouTube stars into global brands through the creation of toy, clothing, and lifestyle product lines across several industries. We further argue that Pocket Watch's newly formed advertising division, Clock Work, exploits its child partners through problematic native advertising and host selling practices. The strategies implemented by Pocket Watch and other similar emerging companies may therefore act as a litmus test for how governmental regulation and platform policy changes will impact the evolving landscape of children's digital media as commercial forces increasingly groom a growing number of young children to shift from YouTube stars to global brands.

Automated summary

This paper examines the emerging shifts in YouTube, advertising, and children's digital media industries through a case study of Pocket Watch. The analysis highlights how Pocket Watch transforms YouTube stars into global brands through strategic use of legacy media industry power and expertise, while also raising concerns about the exploitative advertising practices of its advertising division. The strategies implemented by Pocket Watch and similar companies may serve as a test for the impact of governmental regulation and platform policy changes on the evolving landscape of children's digital media.