As Featured in Telemedia Magazine, October 2024

With the constant evolution of technology reshaping what we watch and how we watch it, one genre is standing out by delivering real benefits to both service providers and consumers: Edutainment.

As the name suggests, Edutainment merges education with entertainment, creating a mix of fun and learning that appeals to younger audiences.

For the Telemedia industry—particularly mobile operators and video entertainment platforms, Edutainment is more than a lucrative opportunity to tap into a booming market; it offers genuine advantages to consumers by addressing concerns around excessive screen time and mental health, rather than adding to them.

The Rise of Edutainment in the Mobile Era

Skyquest Technology predicts the Edutainment market will expand from USD 5.54 billion in 2022 to USD 14.5 billion by 2030, with a compound annual growth rate (CAGR) of 16.37% during this period.

According to Market.us, children represent the dominant segment within this, accounting for more than 57.5% of the market share in 2023.

This shift towards Edutainment is driven by parents increasingly concerned about the quality of content their children consume and its impact on their mental health and development. The Centers for Disease Control and Prevention (CDC) reports that children ages 8 to 10 spend an average of six hours per day in front of screens, much of it on mobile devices.

Traditional cartoons and animated shows still dominate the market, but studies show the potential downsides. The National Institutes of Health (NIH) found that just 9 minutes of a fast-paced cartoon had immediate negative effects on 4-year-olds’ executive function. Non-educational content has also been linked to poorer cognitive development, shorter attention spans, and reduced social skills in children.

Edutainment offers a way to balance children’s need for fun with parents’ desire for content that supports learning and development.

Why Edutainment is a Game-Changer for VAS & VOD

For VAS, VOD & OTT providers, Edutainment presents compelling advantages that seamlessly fit with current business and campaign strategies. First, it’s an easier sell to parents. As gatekeepers of their children’s content, parents are more likely to subscribe to services that provide educational value. This is especially important in today’s market, where ethical concerns and the impact of screen time on children’s mental and physical health are at an all-time high.

Second, offering Edutainment can significantly enhance a provider’s brand positioning. By delivering content that contributes positively to a child’s development, providers can differentiate themselves from more generic competitors. This strategy not only attracts subscribers but also builds long-term loyalty, as parents are more inclined to stick with a service they trust to benefit their children.

The Benefits of Edutainment for Kids and Parents

Edutainment offers multiple advantages over traditional cartoons. For kids, it provides an interactive and engaging way to learn new skills—from language and math to social-emotional learning. Studies have shown that children who engage with educational content tend to perform better academically and demonstrate higher levels of creativity and problem-solving abilities.

For parents, Edutainment is appealing because of its ethical and developmental benefits. Unlike traditional entertainment, which can lead to passive consumption and excessive screen time, Edutainment encourages active participation. This means children are not just passively watching but actively learning, which can mitigate some negative effects of screen time. Additionally, Edutainment content is typically age-appropriate and free from intrusive ads and harmful material, which addresses parents’ concerns.

Positioning Your Brand as a Leader in Edutainment

For leaders in the Telemedia industry, integrating premium Edutainment is more than a smart business move—it’s an opportunity to lead in a rapidly growing market segment. By offering content that aligns with children’s educational needs and parents’ ethical standards, you can position your platform as a trusted source of high-quality mobile entertainment. This strategy not only appeals to a broader audience but also enhances your brand’s reputation as a responsible and innovative leader in the industry. As demand for Edutainment continues to rise, now is the time to invest in this genre and ensure your platform is at the forefront of this transformative trend.

How Seriously Fresh Media Can Help

Seriously Fresh Media (SFM) offers a standout catalogue of premium Edutainment content, curated for quality, creativity, and global appeal. Predominantly short-form and optimized for mobile viewing it focuses on benefitting young minds in multiple skill sets. We feature global brands like Smurfs and Masha and the Bear, alongside award-winning series that support child development. Reach out today at julia@seriouslyfreshmedia.com or meet us at Telemedia in Marbella to see how we can support your Edutainment strategy.