Why Ánima Kitchent is making YouTube a priority
Miguel Aldasoro, international sales and coproduction director at Spanish animation studio Ánima Kitchent, explains how focusing on content specifically for digital platforms like YouTube has helped the company thrive during a period of economic instability.
Why did Ánima Kitchent decide to focus on creating content specifically for digital platforms?
Unlike traditional television, YouTube allows us to obtain performance data almost in real time. This capability enables us to continuously optimise our content, identify what resonates best in different territories and languages, and adjust our strategies accordingly in an agile and effective manner. With our new productions we are adopting a digital-first approach. This means we can launch content on digital platforms, analyse its performance and make necessary optimisations before bringing it to the market. As a result, we can present proven content performance to potential partners and buyers, significantly increasing our chances of success.
How does the company analyse real-time data and audience preferences to inform its digital strategy?
We have a specialised team of data analysts consisting of mathematical engineers who are experts in evaluating the performance of digital platforms, particularly YouTube, which serves as our primary distribution channel. In addition to utilising YouTube Analytics, we leverage advanced tools like Tubular to gather detailed insights about our brand’s performance and that of our competitors. This enables us to identify trends, optimise our strategies and make informed decisions to maximise the impact of our content.
How has this approach enabled the company to grow organically and survive a very tough period for the wider animation sector amid global economic instability?
Our digital-first strategy has allowed us to grow organically and adapt to a constantly changing market even during economic uncertainty. By prioritising digital platforms like YouTube, we can reach global audiences without depending on traditional distribution methods. This approach has enabled us to diversify our revenue streams, maintain a direct connection with our audience and adjust our strategies based on content performance. Additionally, we are able to reduce risks and make more agile and effective decisions.
Cuquín is one of Ánima Kitchent’s most recognised intellectual properties
How important are social media and video games to the company’s strategy and what are you doing in these spaces?
YouTube is not just a video platform; it also serves as a social network that we use for promotion. Additionally, we are active on platforms like Instagram and Facebook which allows us to interact and engage directly with our audience. On YouTube we do not have this opportunity because, due to the nature of children’s content, comments are disabled, and we leverage our other channels to connect with our audience. We not only promote but also offer content that is useful for our followers. We have been developing apps and video games for some time now. These are crucial for building our brand and have become an increasingly important source of income.
What projects are on the company’s current slate?
We continue to expand and strengthen our core brand, Cuquín, while working on two new projects in different stages of development. On one hand we have Tippi T-Rex, which has shown great potential with 26 episodes already produced and tested on digital platforms. Due to its great performance, we have secured a coproducer for the production of another 26 episodes. On the other hand, we have Hooly & Wooly, an upper preschool project in its initial development phase which we are still working on to consolidate its proposal and take it to the next level.
How does the company benefit from having a presence in both the Canary Islands and Madrid?
Having a presence in both the Canary Islands and Madrid enables us to optimise our operations and maximise our resources. In Madrid we have teams focused on development, marketing and sales that manage the strategy, distribution and expansion of our brands.
The core of our production is in the Canary Islands, where a team of over 100 executives are dedicated to creating and developing our projects. One of the advantages of being located in the Canary Islands is the tax incentives which enhance our production efficiency and competitiveness, especially on a European level.
There have already been 26 episodes of Tippi T-Rex
Tell us about the launch of animation service studio Monkeys & Dinos in the Canaries last year and why the company decided to do this.
This was a key step in strengthening our production capacity for high-end projects, especially feature films. The collaboration with Able & Baker allows us the possibility to take on more ambitious productions. In addition, establishing this studio in the Canary Islands allows us to take advantage of the region’s tax incentives, making our productions more competitive at an international level.
What are the biggest challenges affecting the business and the wider animation industry at the moment?
One of the biggest challenges we face as a company and as an industry is connecting with our audience in an increasingly fragmented environment. Consumption habits have changed and children now access content from multiple platforms and devices, making it more difficult to reach and retain their attention. To meet this challenge, we are committed to strategies with a strong digital presence that allow us to reach our audience wherever they are.
What are the main opportunities you identify for the business and wider animation industry this year?
This year could be a great opportunity in the area of coproductions. The demand for quality content is high but at the same time it is difficult to obtain financing; with coproductions we can facilitate investment and expand the global reach of our content. In this context, we believe it is an ideal time to close coproduction deals that allow us to expand our brands, diversify our sources of financing and strengthen our presence in international markets.
What are the company’s core goals and ambitions for the next three years?
Our primary goal for the next three years is to broaden the reach of our content and connect with a larger global audience. We aim to expand into new territories and on various consumer platforms, including television, streaming services and digital media. We will strengthen our most recognised intellectual property, Cuquín, and enhance and position our other existing brands to become leaders in children’s entertainment.
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