Dandelooo’s Emmanuèle Pétry on why ‘joy is king’ in 2025
Emmanuèle Pétry, producer and head of international at French prodco Dandelooo, discusses why kids’ producers need to create a ‘refuge’ for children with their programming and why ‘joy is king’ in 2025.
Emmanuèle Pétry,
What are the biggest challenges and opportunities for kids’ TV in 2025?
One of the biggest challenges is that kids’ watch time is eroding; viewing habits are continuing to change as there’s an increase in time spent on YouTube and online game offerings such as Roblox. There is also a fragmentation of the worldwide market, a drop in streamer investment as overall state budgets decrease, a surplus of children’s
programmes and the climate crisis. The opportunities are the natural talent, and hard work, of producers to find new paths in this forest of problems. Producers offering creative and uplifting stories that will resonate with kids and families will help build new fan bases and brands.
What programming trends do you expect to see this year?
During this challenging era and overall anxiety, companies need to reassure kids and parents with ‘refuge’ programmes. Therefore, I expect to see more reboots of old or classic brands,
more book adaptations (and less originals) and more seasons of powerful and established brands. I also think there will be more animé-style programmes being developed in Europe in order to get a slice of that cake. Animé-style programmes account for two-thirds of kids’ watch time overall. Lastly, I expect more series and content aimed at kids aged 12-plus because there is a craving from that age group, both in animation and live action.
How will demand for content evolve in 2025?
The demand for new animation has never been so high as the ‘old kids’ who are now parents have children and are now seeking programmes for family co-viewing as a nice snuggle-up time on the couch. Screens are refuges. It seems also that we are now back in an era where the demands are higher in volume and accepting of non-exclusivity, as opposed to paying lots of money to keep all the rights. It all comes in circles and waves.
How will the economic crisis change commissioning/buying in the kids’ industry this year?
Unfortunately the crisis has already severely hit independent companies. We will see more M&As which will consolidate the biggest players, such as Mediawan which now owns 80 companies, thus dominating the market and probably more Chapter 11 situations.
What impact will AI continue to have on the kids’ sector?
I believe the children’s sector will be somewhat protected, for now. From what we have seen, voices, stories, images etc created by AI tools are still not qualitative enough to do the trick, as opposed to fiction for an older demographic. The door keepers (the pubcasters) demand the highest quality for their kids programming, which means we have to offer intelligent concepts, sensitive characters and original ideas. This cannot be achieved by AI, yet.
How will the growth of the creator economy affect the kids’ industry?
We have been approached by several companies who want to exploit our programmes for the YouTube and FVoD market. We are still considering the business model. It seems also that Roblox could offer fantastic opportunities, but mainly when you have large resources and/or big brands.
What consequences might the continuing growth of YouTube have?
The platform continues to strengthen its position, making the wealthiest companies richer, and making audiences lazier. I hope it will lead to strong lobbying and regulation obliging YouTube to invest part of their revenue into original production.
How might the rise in popularity of social gaming platforms like Roblox impact or influence the kids’ sector?
It has a huge influence of course, but I tend to believe gaming represents and offers active role-playing and social experience, whereas watching scripted stories is a different activity: children can learn, dream, improve (unknowingly), garner social emotional skills and
develop their visual capacities. Both forms will co-exist for a long time.
How will your company be changing its strategy to adapt to the new landscape in 2025?
During these challenging times, the key is to keep focused, stay strong, work hard, continue to build our brands, develop new ideas, cherish our wonderfully talented team, plan for parties and have fun in order to avoid the doom and gloom. Joy is king and we
believe the magic of kids’ storytelling will continue and thrive.
