El Reino Infantil: We Were Born Digital-First But Have Transcended That Boundary Globally

The launch of El Reino Infantil in 2011 was the result of an evolutionary process that began years earlier. In 2007, Roberto “Kuky” Pumar, its CEO, started engaging with social media and uploading children’s songs and other videos to YouTube.

“Initially, all content was uploaded to a single channel, Leader Entertainment, which combined music for adults and children. However, by 2011, we realized the importance of segmenting audiences since adults and children have very different ways of communicating and interests. Around June 2011, we decided to create a channel exclusively for children, El Reino Infantil. The main reason was to target a specific audience with content carefully curated for kids,” Pumar explains.

Following the channel’s creation, YouTube began monetizing the content, accelerating its growth. Though initially, they thought segmenting would reduce total subscribers and views, the opposite happened: the channel grew impressively, becoming the largest Spanish-language channel worldwide.

“The key to success was understanding how YouTube provided a platform to interact with a global audience, especially parents and children, allowing us to tailor our content and connect more effectively,” he highlighted.

Additionally, the ability to generate and analyze data effectively allowed them to understand exactly what kids wanted and adapt their content accordingly.

Another important factor was shifting their publishing strategy: instead of releasing full series or multiple episodes at once, they opted for periodic uploads, keeping their audience engaged. Today, they release nearly 40 pieces of content weekly across various platforms, tailored to each platform’s specific formats and strategies.

MILESTONES

One of the most important milestones was recognizing early on that YouTube was the largest platform and the best opportunity to reach a wide audience. This understanding allowed them to create a digital-first brand and build a strong, globally recognized identity, not only on YouTube but also beyond.

Another key milestone was expanding the brand into the physical world, creating over 700 products, including backpacks and toys, and finding licensees worldwide. Additionally, producing over seven seasons of live theater shows, which reached more than 14 countries, solidified their global presence and diversified their platforms.

2024 RECAP

In 2024, they solidified their position as the #1 Spanish-language kids’ channel, with 250 million subscribers, ranking #15 globally. They transformed *El Reino Infantil* into a 360-degree business, expanding beyond YouTube to platforms like Netflix, Prime Video, Max, Spain’s TVE, ViX, and Roku.

“This multi-screen reach has been crucial in expanding our audience and bringing our content to more places. 2024 has been a positive year with favorable growth in both audience expansion and platform diversification,” he said.

PLANS

In 2025, their plans focus on a strategic reinvention of the company, including the development of their FAST channel, which they see as a significant opportunity. “We’re not just another FAST channel but one with the #1 Spanish-speaking audience, giving us a major advantage. Based on the experiences of other broadcasters worldwide, we know our content will perform very well in this format,” he shared.

They also focus on Connected TV, which will further expand their presence on new platforms. Additionally, several amusement park operators in Latin America have requested their content to be integrated into their parks. “All of this excites us, as we believe many of these strategies will bear fruit in 2025 and evolve into large-scale projects.”

AI

For Pumar, artificial intelligence represents a paradigm shift in the industry, especially as consumers increasingly adopt it. This broadens competition not just among large and mid-sized companies but also millions of new competitors, thanks to AI’s capabilities. The precision AI provides regarding audience preferences and behavior will enable these new players to achieve significant results, potentially transforming the market.

“In children’s production, AI has a crucial role. It will not only facilitate the creation of more tailored and personalized content for kids but also exponentially increase creativity. For instance, in our company, we hold internal AI classes every Monday to stay ahead and continue leading the business. We understand that the key to success lies in precisely knowing audience preferences and offering content that truly resonates with them,” he emphasized.

KEYNOTE AT CONTENT AMERICAS

In the upcoming edition of Content Americas, from January 20 to 23, Pumar will be a keynote speaker. On Wednesday, January 22, from 2:30 to 3:00pm, he will share his vision of succeeding in the digital landscape and offer insights for children’s channels and producers aiming to navigate the creator economy.