Disney Channel launches app to keep kids entertained
Disney Channel has launched a new App for kids, packed full of snackable content the broadcaster says.
The app is launched with the news that research shows that kids in UK, France and Sweden watch, on average, 43 minutes of short form content including 12 videos a week, while the study also shows the most popular platform to watch short form content on is YouTube.
Therefore the Disney Channels EMEA has launched a Disney Channel app for kids aged 8-13 in the UK and France. It provides the best snack-sized Disney Channel content on demand and give children access to short form interactive content including games, video, memes, GIFs and images. Users also get exclusive behind-the-scenes access to their favourite Disney Channel stars and programmes.
“We’re really excited for the launch of Disney Channel’s app and it will be a great addition to our multi-platform content offering for kids, who will be able to access our great content when and where they want it. The app proved hugely popular during product testing, with kids engaging positively with the gaming, polling and video content, especially relating to their favourite Disney Channel programme and characters.” – Helene Etzi, SVP Disney Channels EMEA,
The app launch comes as new insight from Disney UK reveals that kids aged 6-12 in the UK watch more YouTube video content than their counterparts in Sweden and France; spending 54 minutes per day watching online short form content compared to the average of 43 minutes – with peak viewing perhaps unsurprisingly, before and after school. However, it’s a solo occupation, with kids saying they prefer to watch short form content on their own.
“As well as long form content for our TV channels and on demand services, this app forms part of a new roster of short form content series for our multiple digital platforms. For example, the launch of Disney Channel’s UK TV production, The Lodge, was supported by a range of immersive digital content, including music videos, character profiles, 360 degree set tours, live Q&A Facebook chats and exclusive diary room-style cast interviews across the Disney Channel social channels, Disney Channel app, VOD and YouTube.” – Helene Etzi, SVP Disney Channels EMEA,
As opposed to their French and Swedish peers, UK kids are also more likely to prefer to watch content from their favourite YouTuber or vlogger, but despite some recent headlines suggesting they would like to be them, this Disney UK research suggests they want to be like them, viewing their occupation as a real commitment.
The app features popular and exclusive Disney Channel content from favourite shows, including Descendants, Liv and Maddie and K.C. Undercover, themed under the app’s Pop, Pick and Play categories. Pop features exclusive behind-the-scenes content on new Disney Channel season show premieres as well as tutorials from favourite Disney Channel and YouTube stars. Pick offers a rich collection of movie and episode library content and Play provides new gaming content.
“Our aim is to drive powerful emotional connections between our content and audience through immersive consumption that fits with the way they live their life and the devices they use. This strategy is underpinned by research from our Insights team, we understand kids and their families are engaging with this new form of storytelling and looking for brands, like Disney, to communicate with them via this form.” – Helene Etzi, SVP Disney Channels EMEA,
The app features exclusive Disney Channel content ranging from six all-new mini-games, polls, GIFs and images as well as behind-the-scenes, scene lifts, music videos, sing alongs and tutorial videos. Example content titles include The Lodge Skye fashion tutorial, behind-the-scenes with The Lodge stylist and dress-up game, K.C. Undercover Dress for Success.
The app is now available to download on Android for free in France and the UK.
