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Speaker 1: It wasn't long ago in my home and when it

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Speaker 1: came time to find a movie the whole family could

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Speaker 1: watch together. Making the decision involved a visit to the

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Speaker 1: common Sense Media website. There you can find detailed guidelines

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Speaker 1: on how appropriate a wide range of titles were for

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Speaker 1: kid viewers. Now, common Sense is stretching in a new direction,

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Speaker 1: launching over the summer of free, ad supported streaming service

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Speaker 1: just for children with the brand name Sensical. Leading this

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Speaker 1: venture is the CEO of common Sense Networks, Eric Burger,

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Speaker 1: who joins me today to help make sense of Sensical

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Speaker 1: the first award from our sponsors. Welcome back to strictly

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Speaker 1: Business where we're talking with Eric Burger, CEO of common

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Speaker 1: Sense Networks. Hey, aren't good to talk to you. As always,

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Speaker 1: you and I go back to your days at Sony Pictures,

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Speaker 1: where you were a real pioneer in the streaming space,

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Speaker 1: leading the way on one of the earliest brands to

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Speaker 1: make a go at premium streaming entertainment at Crackle. So

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Speaker 1: no doubt this sets you up nicely for this new gig.

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Speaker 1: Oh it does. There's just tremendous learnings from from doing that. Obviously,

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Speaker 1: I'm a believer in AD supported, and I think there's

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Speaker 1: a place for services like that in everyone's personal bundle,

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Speaker 1: and you see that playing out very much so in

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Speaker 1: the market today. But also there's great lessons around psychographics.

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Speaker 1: You know, everyone gets very focused on demographics in an

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Speaker 1: ad world, and that makes sense, but just understanding specifically

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Speaker 1: what people are looking for, what their motivations are, with

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Speaker 1: their beliefs are, is critical, and that's a big part

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Speaker 1: of the opportunity I saw here. There is a shift

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Speaker 1: in consumption that's happening, as I saw when I was

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Speaker 1: at Sony, the shift to to streaming UM into the

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Speaker 1: living room. Uh, but the shift and consumption for kids

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Speaker 1: is profound, uh, and it's very different. My kids are

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Speaker 1: a little bit older now, but they've moved to open

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Speaker 1: user generated platforms that are not specifically designed for kids,

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Speaker 1: and eight of them are spending an hour a day

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Speaker 1: on these on these services where the content is not

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Speaker 1: necessarily appropriate for their age, the advertising is not appropriate,

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Speaker 1: it's algorithm driven, and you know, parents are overwhelmed with

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Speaker 1: what to do about this, and you know, I think

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Speaker 1: this is another opportunity in a place to step in.

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Speaker 1: So talk a bit more about what the play is here.

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Speaker 1: What sensicle is what content it brings to the table. Yeah,

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Speaker 1: so we've borrowed you mentioned common Sense Media and they've

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Speaker 1: been evaluating content for almost two decades and we've borrowed

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Speaker 1: and adapted their ratings intellectual property that's based on age

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Speaker 1: appropriateness and child development stages, and we've put that and

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Speaker 1: applied that to short form video, digital first video, some

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Speaker 1: studio video as well. And UM created this industrial process

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Speaker 1: for rating and curating content, and we're out there rating

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Speaker 1: and curating a lot of content that is in line

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Speaker 1: with where kids are today. It gives them another opportunity

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Speaker 1: to watch the content that they want to watch in

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Speaker 1: a type of environment that they're used to. But it's

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Speaker 1: all UM safe. It's beyond safe. It's healthy, it's got

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Speaker 1: learning attributes for it so parents can feel confident, and

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Speaker 1: it's free and accessible. So it's an about services on

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Speaker 1: all devices. Will have fifty plus topic based channels, will

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Speaker 1: have three live channels, and will have an opportunity for

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Speaker 1: kids and parents to favorite things and make their own channel.

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Speaker 1: And as far as the I P itself, are these

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Speaker 1: gonna be titles that kids are familiar with? Is there

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Speaker 1: any original content it's very familiar with. So it's a

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Speaker 1: combination of digital first content and studio content. You know,

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Speaker 1: on the studios we have people like Sesame Workshop and

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Speaker 1: Albana and nine Story and Jim Henson and Tell Thomas

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Speaker 1: and Barbie Vlog and very familiar brands that kids and

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Speaker 1: families are used to UM but are but meet our

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Speaker 1: criteria obviously UM. But then we also have many, many

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Speaker 1: digital first creators and some of them are very big.

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Speaker 1: The kids know Pink Thong, super Simple Songs, Mother Boost, Club,

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Speaker 1: Bounce Patrol. But some of them are these hidden gems

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Speaker 1: that aren't caught up in the algorithms of some of

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Speaker 1: these services, and we've found them. But all told, I think, uh,

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Speaker 1: it's over about three billion views last month of the

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Speaker 1: creators whom we've licensed, so there's a lot of activity there.

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Speaker 1: The key is to know what's the good stuff. You know,

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Speaker 1: parents just don't have the tools or the wherewithal to

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Speaker 1: find out or separate what is healthy and what is

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Speaker 1: not healthy from a content perspective. So we've done that.

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Speaker 1: So to answer your question, in the first instance, it's

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Speaker 1: all licensed content that we're ingesting more system and publishing

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Speaker 1: UM and over time as we learn more about the data,

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Speaker 1: what's working. Is it science for nine year old? Is

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Speaker 1: it sports for six year olds? We'll have the tools

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Speaker 1: and the information to use more original programs. Back up

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Speaker 1: for me if you will. I'm curious what it was

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Speaker 1: like when Common Sense came to you, because they're not

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Speaker 1: obviously known in the video streaming space. There are not

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Speaker 1: for profit and here you are leading a profit for

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Speaker 1: profit extension. So what was their pitch to you? The

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Speaker 1: pitch was that there parents had been coming to them.

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Speaker 1: You know, many ten million people a month they use this.

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Speaker 1: They're six of schools with their Digital Citizenship curriculum. They

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Speaker 1: have a reach through all of these devices and partnerships

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Speaker 1: like Apple, Sky and the Comcast two million people a month.

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Speaker 1: And their pitch was their parents are coming to them

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Speaker 1: and saying what about short form, what about these open platforms?

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Speaker 1: What can we do about this? And that there was

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Speaker 1: a way to activate this very passionate base towards this

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Speaker 1: other media. And you know, they have been looking at

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Speaker 1: this issue for years and looking at models like nat

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Speaker 1: GEO or Smithsonian that had put for profit media extensions

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Speaker 1: in front of a nonprofit that approved value back to

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Speaker 1: the nonprofit but are you know, independent media organizations. And

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Speaker 1: I just again, I had seen this opportunity in this

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Speaker 1: progression of kids moving to these platforms over time, But

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Speaker 1: how do you start How do you start a service

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Speaker 1: in one I mean, with what's going on in the world.

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Speaker 1: You need to have the brand permission, you need to

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Speaker 1: have a built up audience base, and you need to

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Speaker 1: have something unique in terms of the i P. The

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Speaker 1: i P being the ratings and the child development guidelines.

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Speaker 1: And that's what I saw. That was a pitch, That's

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Speaker 1: what I saw in the opportunity. And I totally get

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Speaker 1: what you're saying in terms of the opportunity to attract kids,

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Speaker 1: but the reality is as far as I could see,

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Speaker 1: and and look, there's other ventures out there that target

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Speaker 1: kids with you know, kids only streaming services, but the

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Speaker 1: overwhelming majority of the viewing is already happening on the

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Speaker 1: big platforms where they may not be well served by

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Speaker 1: the algorithms or whatnot, but they're there. So is the

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Speaker 1: central challenge for sensical sort of carving out a place

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Speaker 1: on people's iPhones and iPads to watch in a different

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Speaker 1: app than they usually do. It is and and in

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Speaker 1: the living room by the way rights it is, and

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Speaker 1: I think you just alluded to this. It's apparent play. Initially,

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Speaker 1: the customer acquisitions the parents. The retention is the kids.

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Speaker 1: The kids this once they get there. But you have

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Speaker 1: you know, we've done study after study after study common

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Speaker 1: sense and and for this offering, and of parents say

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Speaker 1: they're frustrated with what's available to them. Um, they just

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Speaker 1: don't have the tools and the wherewithal to do something else.

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Speaker 1: They want what's better for their kids, and they want

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Speaker 1: educational values in the content that they're watching. They want

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Speaker 1: to see role models. Um, they want learning based content

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Speaker 1: based on topics of interest to their kids, and they

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Speaker 1: just want to know that it's safe and backed by

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Speaker 1: a third party. It comes back over and over again

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Speaker 1: in every study we do. So the key is to

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Speaker 1: leverage the audience that we have, leverage the brand that

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Speaker 1: we have, and to put something in front of parents

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Speaker 1: and give them the tools, uh to to let them

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Speaker 1: have the experience that they're asking for. One of those

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Speaker 1: tools is the parent zone aspect of what you're doing,

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Speaker 1: which is describe how this you know, I think really

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Speaker 1: speaks to what is core to the sensical pitch, which

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Speaker 1: is making parents feel safe it's pretty amazing. Actually, we

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Speaker 1: you know every UM I mentioned this industrial process. So

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Speaker 1: we have a person watch and rate and tag every

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Speaker 1: video of every show, and there's hundreds of right area

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Speaker 1: that go into it, and the criteria are learning attributes

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Speaker 1: like math and science and making and moving UM. But

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Speaker 1: there's also social and emotional criteria that go into it,

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Speaker 1: like compassion and curiosity and perseverance, and then there's hundreds

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Speaker 1: of topics that go into this as well. So we

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Speaker 1: have all of that metadata tagged in the content, and

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Speaker 1: we combine that with the consumption of what the kids

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Speaker 1: are watching and generate these learning reports for parents in

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Speaker 1: the parents zone, so they know and they can look

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Speaker 1: at it two weeks. They know, this is the videos

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Speaker 1: that my child watched along the learning scales math, science, making, moving,

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Speaker 1: but this is also what they watched in terms of

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Speaker 1: topics like did you know your child spent three percent

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Speaker 1: of their time watching dinosaurs or watching sports or watching

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Speaker 1: cooking UM. And so they get this way to not

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Speaker 1: only know what their kids are learning on the service,

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Speaker 1: but to engage with them further, to extend the conversation

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Speaker 1: and the learning experience with them. And it's a very

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Speaker 1: differentiated there's nothing like that. Yeah, I mean it almost

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Speaker 1: sounds like you're describing a curriculum with an aspect that

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Speaker 1: is like a parent teacher conference telling us what our

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Speaker 1: kid is absorbing exactly. Yeah, no, that's exactly exactly right.

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Speaker 1: And and um, and you can go as deeper, not deep,

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Speaker 1: as you want to these reports. You can dip in,

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Speaker 1: you can dip out. Um, they're there. They have a

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Speaker 1: seven day look back or a thirty day look back

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Speaker 1: at what your child is watching. And again it's not

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Speaker 1: too we have time limits, of course, but this isn't

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Speaker 1: about um, you know, monitoring or cramping down on screen time.

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Speaker 1: This is a little bit about embracing what your kids

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Speaker 1: are learning from this. And that's one of the big differentiations.

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Speaker 1: It's not just safe the content. We say healthy in

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Speaker 1: that there are learning attributes and a learning promise here

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Speaker 1: and and that's great for parents to take advantage of

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Speaker 1: those twos. But what's interesting about your pitches, Unlike just

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Speaker 1: about every other streaming service out there, you're sort of

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Speaker 1: proudly not algorithm driven. When you know, streaming, we're told

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Speaker 1: is all about the algorithms and driving you zeros to

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Speaker 1: get more and more engaged so how do you reconcile that.

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Speaker 1: I know it is um. It is handcrafted and put

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Speaker 1: together and it needs to to give that right experience.

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Speaker 1: But we put a lot of thought into these programmed channels.

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Speaker 1: I mentioned there's fifty channels on the service and that

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Speaker 1: will just continue to grow, and those are based on

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Speaker 1: these topics and passion areas. So, um, you know the

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Speaker 1: problem on the algorithm services as they go down the

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Speaker 1: rabbit hole, and oftentimes that rabbit hole doesn't end well.

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Speaker 1: And this we say is the safe rabbit hole. So

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Speaker 1: if you like live action and how to content like

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Speaker 1: sports or drawing or dance or cooking or d a

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Speaker 1: y or building, you know that's there for you. Um.

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Speaker 1: But if you're passionate about dinosaurs or animals or video

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Speaker 1: games or out of space like those are there for

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Speaker 1: you too, again thoughtfully programmed. But then the fundamentals of

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Speaker 1: preschool are also there, so the reading, the math, the science,

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Speaker 1: the history, music, making moving, positive messages and role models.

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Speaker 1: Those playlists are there and again laid in in a

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Speaker 1: way that kids can go down that that rabbit hole,

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Speaker 1: but in a safe way. It's just not an Albert,

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Speaker 1: It's it's a known quantity of what's going to come next. Well,

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Speaker 1: another a word that comes up when you're talking about

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Speaker 1: the safety factor and kids is the advertising, which, hey,

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Speaker 1: it's great that you're a free service, but don't parents

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Speaker 1: get a little skittish about any kind of advertising and

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Speaker 1: how are you keeping that part safe? Yeah, and you

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Speaker 1: can imagine this was a really hot topic for common

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Speaker 1: sense media that has a lot of thoughts on what's

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Speaker 1: going on with advertising for kids in the world. But um,

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Speaker 1: we spent a lot of time developing best practices here

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Speaker 1: and adapting a lot of the practices from television that

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Speaker 1: just don't exist in digital. So there are things like,

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Speaker 1: first of all, vetting the advertisement just like we've got

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Speaker 1: all the content, to make sure that it's age appropriate

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Speaker 1: for each of the different segments of the service. UM.

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Speaker 1: And there's rules like frequency caps and the volume of

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Speaker 1: ads within a pod and the distance between the pod.

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Speaker 1: But the big things are category exclusions. You know, there's

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Speaker 1: no sugary foods and drains, there's no fast foods, there's

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Speaker 1: no theme parts UM. And the other two things that

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Speaker 1: are really important are the separation of content from the advertising.

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Speaker 1: This is one of the biggest things that you don't

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Speaker 1: see in digital m that you've seen on TV for

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Speaker 1: a while. So it's both separation in terms of we

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Speaker 1: are now moving to an ad break and making that

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Speaker 1: really clear for kids because they can't distinguish, but also

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Speaker 1: not doing content blending advertising blended into the content. These

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Speaker 1: levels of consumerism are very prevalent in digital media today,

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Speaker 1: where the host is pushing the ad or doing unboxing

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Speaker 1: videos and for a kid, they can't distinguish, and it

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Speaker 1: has some really poor role model and character traits that

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Speaker 1: come out of um that type of content that we've

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Speaker 1: completely avoided on both the licensing side and the way

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Speaker 1: that we're doing You mentioned ad breaks. It's also a

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Speaker 1: good reminder that, and this is very sort of sensical,

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Speaker 1: that it's not just an on demand platform that there

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Speaker 1: are linear streams. I mean, is that kind of like

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Speaker 1: essential for any streaming launch these days? It seems like

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Speaker 1: it is. Yeah, But the but the consumer, you know,

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Speaker 1: it's it's funny because what's old is new, sumers are

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Speaker 1: are eating it up. There's times where you just want

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Speaker 1: to lean back experience, and that's true for kids and

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Speaker 1: that's true for parents. And so we put together three

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Speaker 1: live channels, one for each of our key age segments.

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Speaker 1: So we do preschool kids two to four, um, we

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Speaker 1: call little Kids five to seven and then big Kids

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Speaker 1: eight to ten, and each one is programmed with day

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Speaker 1: parts to start your day, midday learning activity, movement in

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Speaker 1: the afternoon, the flying down at story time at the

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Speaker 1: end of the day. So pretty thoughtfully programmed into days.

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Speaker 1: We're gonna take a quick break, but we'll be right

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Speaker 1: back with more from Eric Berger, and we're back with

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Speaker 1: Eric Burger, CEO of common Sense Networks. Now, you mentioned earlier,

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Speaker 1: of course that Sensical is available both on mobile platforms

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Speaker 1: and in living room. Talk about the distribution strategy here.

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Speaker 1: I know you've got it. Seems just about every major

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Speaker 1: platform lined up to get the app on there. What

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Speaker 1: has that been like, because we've certainly seen headlines over

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Speaker 1: the years of it how fraught that could be, and

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Speaker 1: also the discovery challenge because it's sort of like, hey,

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Speaker 1: it's great to be an app on a platform, but

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Speaker 1: or is it's sort of like a grain of sand

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Speaker 1: on the beach. Yeah, you know, this is one of

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Speaker 1: the big lessons from from my from my last gig.

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Speaker 1: You know, we spent years working on building up the

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Speaker 1: distribution and wanted to be on all the platforms and understood,

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Speaker 1: particularly with an AD supported service, you want to be

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Speaker 1: as probably distributed as you can be. And that was

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Speaker 1: one of the first things when I came over is

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Speaker 1: getting back in touch with everybody at all these devices

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Speaker 1: that I had known and the team had known, and

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Speaker 1: ensuring that we were on the key platforms that matter.

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Speaker 1: And the living room does matter, even for kids, and

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Speaker 1: you'll see some of these big platforms are now getting

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Speaker 1: an overwhelming amount of their consumption, even the short form

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Speaker 1: user generated platforms are getting an overwhelming amount of consumption

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Speaker 1: in the living and so it was important from my

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Speaker 1: perspective for us to be there very early. The discovery

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Speaker 1: is about having a great product, you know, making that

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Speaker 1: known to the distribution platforms and ensuring that um, you know,

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Speaker 1: you get featured. I think we have a standout product.

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Speaker 1: The feedback that we're getting from these platforms is there's

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Speaker 1: nothing really like it in terms of its mix of

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Speaker 1: entertainment and learning and parent tools, and you know, we

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Speaker 1: believe that we'll get the features that we need there.

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Speaker 1: And then of course it's about activating the base that

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Speaker 1: we have through common sense. I mean, there are other

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Speaker 1: child centric streaming brands out there. Doodle comes to mind.

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Speaker 1: They've been out there a while. But I'm wondering whether

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Speaker 1: you if you see your competition as really the brands

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Speaker 1: that are getting all the attention in the streaming space

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Speaker 1: right now subscription driven, not kid focused, but certainly kid

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Speaker 1: catering uh, services like Disney plus Netflix of course, I mean,

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Speaker 1: are they your rivals. I think it's a no. I

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Speaker 1: think we're a compliment to those. I think kids are

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Speaker 1: using services like YouTube and TikTok the same way adults to,

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Speaker 1: which is they go to the large subscription streaming services.

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Speaker 1: Some of them still go to linear TV, but then

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Speaker 1: they use these other platforms to fill in with different

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Speaker 1: type of content, shorter form content, how to content, live

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Speaker 1: action and animation in a mix. And that's what's happening now.

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Speaker 1: If you look at the way kids are broken down,

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Speaker 1: they spend I don't know about thirteen to fifteen hours

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Speaker 1: per month on these online platforms meaning um uh you know,

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Speaker 1: YouTube and TikTok and those types of services. But that's

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Speaker 1: separate from their streaming time on those subscription services you

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Speaker 1: mentioned busy otherwise, and that's separate from their live TV.

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Speaker 1: So I think it's more of a compliment the smaller

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Speaker 1: players that are emerging, you know, that's less of the concern.

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Speaker 1: I think they're a little more niche and not really

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Speaker 1: taking on the UM the breadth of the content that

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Speaker 1: we're offering, with the learning aspects of we're offering. And definitely,

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Speaker 1: while they may be UM safe, I don't think they're

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Speaker 1: providing this healthy content experience where you've got child development

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Speaker 1: experts watching every video within the service, but must eventually

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Speaker 1: for the growth of your venture, you need to go

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Speaker 1: the same place those streaming services went in the sense

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Speaker 1: of getting your own original, exclusive content to the platform

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Speaker 1: being the thing that really makes you stand out. I

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Speaker 1: think it's inevitable over time. I would say two things.

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Speaker 1: Right now, there's so much to pull in. I mean,

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Speaker 1: the universe is so large of what's out there, and

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Speaker 1: again there's the big brands and the hippie gaels, and

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Speaker 1: so for us, raiding and vetting and finding and pulling

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Speaker 1: in content is and building up these interest space channels

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Speaker 1: is a really exciting challenge and we think very valuable

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Speaker 1: for for kids and families. That's one. The second thing though,

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Speaker 1: is um where would you begin with originals given our

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Speaker 1: charter um, I think for us like understanding the data

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Speaker 1: of which of the three age segments in preschool, the

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Speaker 1: little kids, the biggest kids, which are the topics really matter?

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Speaker 1: And finding originals that that lean into a really support

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Speaker 1: where kids are gathering is going to be the key

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Speaker 1: for us to get there. It's inevitable, as you say,

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Speaker 1: it's inevitable, but at the right time and with the

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Speaker 1: right day. Well, you've been down the original programming road before.

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Speaker 1: I mean you were doing it before it was cool.

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Speaker 1: I mean Crackle at Sony. In the early days, you

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Speaker 1: were putting a I think probably the first add supported

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Speaker 1: streamer to put premium content out there. But you know

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Speaker 1: how hard it is, You know how hard it is

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Speaker 1: to break through the clutter. But I would imagine you

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Speaker 1: learned a lot from that. We learned a lot, and

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Speaker 1: and that's why I say, let's let's look at the data.

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Speaker 1: I mean, we started so early that we were shooting

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Speaker 1: in the dark a little bit, and as we moved on,

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Speaker 1: we really understood. You know, our our audience was a

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Speaker 1: combination of gamers and streamers, and it was a multicultural audience.

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Speaker 1: And when we got into the programming, as we moved on.

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Speaker 1: We really lined that up very specifically, and the more

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Speaker 1: successful shows as we went on, one of them has

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Speaker 1: been a top ten on that that reasonly, um is

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Speaker 1: because we really understood the audience and had the data

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Speaker 1: to support that versus shooting in the dark. So that's

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Speaker 1: one of the big lessons I'm looking at here. Let's

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Speaker 1: really understand who we're speaking to, what value we're providing them,

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Speaker 1: and how to give them something that's uniquely sensible and

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Speaker 1: differentiated from to another big alligens here. So of course

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Speaker 1: you want kids to know the Sensical brand and have

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Speaker 1: the app on their platforms, do you then need to

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Speaker 1: make that brand known on other platforms YouTube, where they

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Speaker 1: already are, or social media? I'm just curious. I mean,

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Speaker 1: from our perspective, you know, we we won't use social

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Speaker 1: media to speak to kids, I just thought to parents perhaps,

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Speaker 1: but we will for parents. Yeah, so we're gonna use

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Speaker 1: those channels for parents. Um. I think you you may

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Speaker 1: see us on YouTube as we evolve, or platforms like

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Speaker 1: TikTok as well as we go on. But it's going

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Speaker 1: to be you know, in the right environment, under the

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Speaker 1: right set of conditions. When when you start to see

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Speaker 1: something like that. We have to be protective of the

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Speaker 1: environment as much as the content, right right. And you

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Speaker 1: know when you mentioned TikTok also you know, as you know,

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Speaker 1: TikTok is is pie a knee ring, a new kind

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Speaker 1: of content that's different than maybe what your licensing. You know,

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Speaker 1: but you have some digital first, digital native content as well.

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Speaker 1: So is that sort of TikTok style. Is that evident

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Speaker 1: even in the Sensical library, I would say coming soon

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Speaker 1: because that that you can't avoid, Uh, what's going on

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Speaker 1: on that platform and the type of content that's being made. Um.

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Speaker 1: The parent organization of of Sensical Common Sense Networks, UM,

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Speaker 1: we also there are a partner of ours, TikTok, So

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Speaker 1: we're working with them on ratings and partnering with them

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Speaker 1: to create a family friendly service and offering. And we

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Speaker 1: see the content very closely, what's going on there and

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Speaker 1: the opportunity of what's going on there with kids and

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Speaker 1: some of the value that we can create for the

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Speaker 1: families that are using Sensical with that type of content.

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Speaker 1: So here's a brand question. I understand how parents are

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Speaker 1: made to feel safe by the Sensical proposition. I wonder though,

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Speaker 1: especially when it comes to the older kids, whether sensical

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Speaker 1: then becomes sort of like the spinach brand. It's associated

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Speaker 1: with high nutrition, which keep parents may like but kids

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Speaker 1: may not. No, that is that is the challenge for us.

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Speaker 1: How do how do you not make us feel like spinish?

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Speaker 1: And we're not just pulling together strict learning uh stuff.

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Speaker 1: There's really fun shows on here and really popular brands

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Speaker 1: and topics that kids love. You know, as you move

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Speaker 1: up into the eight plus areas, you get more into

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Speaker 1: the how to and the live action and the sports

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Speaker 1: and the dance and the cooking and the d a

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Speaker 1: y and the building and drawing, and so our our

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Speaker 1: goal and what we are doing is having enough of

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Speaker 1: that content to really keep kids interested. But also the

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Speaker 1: big brands. That's why I mentioned you know, the Nirvana's

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Speaker 1: and then stories and then the Tells and the you know,

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Speaker 1: the hot Wheels and the you know, the barbies and

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Speaker 1: and all of those things that keep kids engaged um

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Speaker 1: and not just have them feel like it's more school time.

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Speaker 1: And then there's another segment of the audience to think about,

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Speaker 1: which is the marketers. How do you appeal without sort

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Speaker 1: of the massive scale that seems to be necessary to

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Speaker 1: get advertisers attention. How do you get their attention? Um, well,

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Speaker 1: a lot of them are looking for you know, when

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Speaker 1: you advertise to kids, you can't do targeting. So so

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Speaker 1: the whole ad world is moving into all this audience targeting,

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Speaker 1: all the conversation that's happening around that. But you can

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Speaker 1: only do contextual targeting, meaning line up with content that

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Speaker 1: is a proxy for audience when it comes to kids.

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Speaker 1: And right now, a lot of the brands that we

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Speaker 1: talked to in the agencies are skeptical about um. They

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Speaker 1: don't understand what is the right content and is that

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Speaker 1: content really the proxy for the audience that they want.

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Speaker 1: And so with us, that's what they get an understanding.

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Speaker 1: We have more metadata on what is appropriate content than

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Speaker 1: probably anybody out there at this point in time, as

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Speaker 1: we rate and curate and tag. And that's not only

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Speaker 1: for Sensible, but that's also for on YouTube. And so

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Speaker 1: that YouTube network of creators that I mentioned with billions

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Speaker 1: of views is also an opportunity for advertisers with us

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Speaker 1: to extend the app by out onto that creator network

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Speaker 1: to get more scale than just buying on the sensible

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Speaker 1: and and that again there's nobody out there that has

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Speaker 1: the data or the wherewithal or can give the third

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Speaker 1: party validation and confidence around what truly is appropriate content

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Speaker 1: that can line up with your ad campaign. In your point,

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Speaker 1: you made an interesting point earlier comparing common Sense media

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Speaker 1: is interests here to say what the Smithsonian International Geographic

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Speaker 1: have done on their sort of pro for profit me arms.

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Speaker 1: And you know, it's an interesting comparison because you know,

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Speaker 1: you think about something like especially national geographic, massive, massive

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Speaker 1: brand at this point, huge business. How big are the

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Speaker 1: ambitions here for common Sense? Is this about more than

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Speaker 1: just a streaming service? UM? Yes, I would say, first

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Speaker 1: of all, you know, there's forty eight million kids in

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Speaker 1: the US, but there's um, you know, seventy billion in

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Speaker 1: English language territories alone, and there's two billion kids worldwide.

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Speaker 1: The plan is worldwide, So there this issue exists every um,

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Speaker 1: not just here. But I would say we're starting in

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Speaker 1: short form video UM as a starting place, but the

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Speaker 1: whole key is about rating and curation and brand confidence

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Speaker 1: for parents. So from short form video, there's lots of

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Speaker 1: other media. There's podcasts, there's music, there's books, UM, there's commerce,

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Speaker 1: there's so many things that when we get parents into

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Speaker 1: the system and kids that we can curate other content

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Speaker 1: experiences for them, and that's where I think this goes

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Speaker 1: over time. Well, it's going to be interesting to watch

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Speaker 1: that growth story take shape. Sounds like you're in for

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Speaker 1: an interesting ride, so looking forward to following your progress.

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Speaker 1: Thanks a lot, Eric for taking time out to talk

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Speaker 1: about sensical. Thank you great to connect again. Really appreciate

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Speaker 1: This has been another episode of Strictly Business. Tune in

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00:27:33,720 --> 00:27:37,200
Speaker 1: next week for another helping of scintillating conversation with media

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00:27:37,320 --> 00:27:39,879
Speaker 1: movers and shakers, and please make sure you subscribe to

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00:27:39,880 --> 00:27:43,240
Speaker 1: the podcast to hear future episodes. Also leave a review

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00:27:43,280 --> 00:27:46,080
Speaker 1: in Apple Podcasts and let us know how we're doing.