Genius exec expects kids’ AVoD surge

The effects of the pandemic will propel AVoD viewing among children to new heights this year, according to the executive VP of business development at US kids’ content company Genius Brands International.

John Ollwerther

Speaking at this year’s virtual edition of industry event the Kidscreen Summit, John Ollwerther said the rise in awareness of AVoD offerings for children amid the pandemic, with kids around the world at home instead of at school, would be beneficial in 2021.

“2020 was the year of rapid acceleration in terms of adoption,” he said. “”The pandemic created a kind of in-home crucible, meaning kids and parents were stuck together.

“That’s been forced in by the pandemic. 2021 is where we start to see ad dollars migrating along with consumer adoption. Clients are going to be a little more willing to test the waters.”

Ollwether added that while a third of US advertising spend currently goes on broadcast TV, this could change very soon: “Let’s see what happens in 2021. But somehow, I don’t think it’s going to be the same landscape.”