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ChuChu TV的YouTube赌注：一位父亲的儿歌视频超过了《芝麻街》，观看量达190亿次
钦奈的ChuChu TV把一个父亲的Flash视频变成了YouTube上最受欢迎的频道之一：到2018年，订阅用户达1900万，观看量超190亿次。
ChuChu TV
做的是什么生意
ChuChu TV is a Chennai animation studio that produces nursery-rhyme music videos for toddlers, uploads them to YouTube and monetizes the views; by 2018 it employed about 200 people and its CEO said the company wanted to be 'the next Disney'.
起因
After his baby daughter, nicknamed 'Chu Chu', demanded endless replays of a Flash animation he made of her dancing to the nursery rhyme 'Chubby Cheeks', Vinoth Chandar uploaded it to YouTube; it reached 300,000 views in a few weeks. A second video, based on 'Twinkle, Twinkle, Little Star', took off, and after just two uploads he had 5,000 subscribers. A YouTube representative reached out, so Chandar and several friends — including accountant-turned-creative-officer B. M. Krishnan — formed the company in Chennai out of the bones of an IT business they had run, hired a few animators and started releasing one video a month.
经过
Krishnan rewrote rhymes he felt taught children bad morals — his 'Jack and Jill 2.0' ends with the children fetching the pail and giving it to their mom — and Chandar composed music around the new lyrics; the productions became music videos with Indian dances and iconography, and characters of different skin tones speaking with Indian accents. The company watched YouTube analytics closely, treating a 60% completion rate as a hit, and responded to parent feedback by adding dark-skinned characters, removing toy guns and giving the boy in 'Johny Johny' his own room. It expanded into original songs, a Learning English Is Fun series and a ChuChu School preschool app developed with a preschool company.
结果
Still expanding as of October 2018: with about 29 million subscribers across its channels, roughly 20 million plays a day and 19B+ total views, ChuChu TV was the largest of a new wave of YouTube-native children's brands, and Chandar told The Atlantic, 'We want to be the next Disney.'
背景
ChuChu TV是钦奈动画工作室，为幼儿制作儿歌音乐视频，放到YouTube上吸引数十亿围观并变现。创立时的赌注是：父亲为女儿做的内容能讨全世界孩子喜欢——全球儿童媒体可由父母靠着数据分析从YouTube起步，而非由挂着教育名头的工作室霸屏。
从一个Flash视频起家：Vinoth Chandar的女儿把《Chubby Cheeks》动画看了又看，于是他上传到YouTube，几周攒下30万次播放。第二支《一闪一闪亮晶晶》火了，兩個视频后就攒了5000个订阅。Chandar和伙伴B. M. Krishnan在钦奈白手兴家，将一家老旧IT公司重新开张，从每月一支试水。
2018年10月，这场赌局已经无法被比较。《大西洋月刊》估算YouTube主频道的观看突破190亿次，订阅达到1900万，Social Blade排进世界前25；而ChuChu系列频道的订阅接近2900万，《沙尼·沙尼》《爸爸，好爸爸》两支混音的观看已达15亿次。公司百来人规模，预计日增4万新订阅，两大市场一在美国，一在印度。
文章的结尾停在扩张进行时：ChuChu已转向原创歌、《快乐学英语》系列与ChuChu School幼教应用市场，Chandar自述目标乃是“将来成为迪斯尼”。本文取材止于2018年10月的报道，之后的故事没有收录。
这件事要成立，得有什么
- 内容产业还没变，分发先变了：YouTube让钦奈一家小公司抛掉牌照、关系和学历，直达全球观众。
- 用真人儿童测试比理论靠谱：创始人拿自家孩子做实验，对YouTube回看报告逐帧分析，把六成完整观看率当成了大热的重要信号。
- 在批量灌水、机器填鸭的幼儿区，温馨且对家长反馈友好的内容转换为信任筹码。
- 把英美的儿歌填上印度角色、舞步和口音，各地小朋友既熟悉新鲜，又保住了独特的辨识度。
可借鉴之处
自己孩子就是第一个市场：ChuChu守着真人测试内容和分析YouTube数据吸引了幼儿注意力，而资质齐全的工作室跟不上变化。
后续进展
截至2018年10月16日《大西洋月刊》报道发布时，ChuChu TV正在钦奈加速：主频道粉丝约1900万、观看总量超过190亿次，该平台上所有频道的订阅者合计2900万并保持约每日2千万的播放次数。公司从那首短调起步，已经扩充出长篇连播、自创单曲、《英语儿歌学得好》系列及针对幼儿的ChuChu School应用；Chandar表达了向“下一个迪士尼”靠近的理想。采访记录截止于此处，之后的发展不在此案例内。
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