BBC Studios is scaling up its digital content strategy for hit preschool series “Bluey,” after the program received YouTube’s Diamond Creator Award for reaching 10 million subscribers. 

In an interview with Kidscreen, the company revealed plans to triple its investment in original digital content over the coming year, with multiple new channel launches planned.

Digital Content Pipeline Accelerates

BBC Studios has commissioned seven new digital original series for YouTube comprising over 80 episodes scheduled to launch this year. 

This expansion builds on the success of previous digital initiatives such as “Bluey Book Reads,” which has accumulated more than 75 million views and recently won a Kidscreen Award.

“We’re so lucky to have something like Bluey, because it builds passionate, engaged communities,” Jasmine Dawson, SVP of Digital at BBC Studios, told Kidscreen. “It speaks to all different age ranges. Obviously, it was born as a preschool program and brand, but it’s been an absolute rocket ship over its very short life cycle.”

The company is developing new food-themed content series that align with the brand’s ethos of learning through play. These productions aim to support families with mealtime activities and reflect scenes frequently portrayed in the show.

Multi-Platform Strategy Targets Diverse Audiences

BBC Studios has developed a differentiated approach for each social platform to address Bluey’s multi-generational appeal. 

The strategy includes short creator-led videos for TikTok, while YouTube content focuses on compilation formats designed for connected TV viewing experiences.

YouTube CEO Neal Mohan revealed last month that TV screens had overtaken other devices as the platform’s primary viewing medium in the U.S. while Nielsen data indicated YouTube had maintained the top position in U.S. streaming watch time for two consecutive years.

“YouTube is for a lean-back-and-relax experience. YouTube is also probably being watched on connected TVs, and therefore we lean into compilations that inspire that big-screen experience,” Dawson explained.

Channel Expansion and New Revenue Streams

The company plans to launch additional YouTube channels centered around specific characters from the Bluey universe. 

“We’re thinking about which characters can generate new YouTube channels in their own right. So we’ve got Bingo, she’s got her own channel, and we’ve got Bluey’s Bestest Friends,” noted Dawson.

BBC Studios is also exploring new revenue opportunities through digital experiences, subscriptions, memberships, and curated consumer product releases through social e-commerce. The forthcoming Bluey theatrical movie will serve as another catalyst for digital content development.

Investment in original digital series has tripled over the past two years, according to Dawson. “The reason we’ve been able to do that is because we can prove that it’s profitable, and we can then reinvest that money back into content,” she said in the interview.

The Diamond Creator Award marks BBC Studios’ second such recognition from YouTube, following a previous award for BBC Earth content.

In January, digital entertainment studio Brat TV also moved to broaden its presence on YouTube and other social platforms by acquiring Electric Monster and rebranding it as ZATV.