With over 690 million internet users, India ranks second globally in terms of internet user, trailing only China. This surge in internet penetration is fueling online content consumption among preschoolers in the country. As per Statista’s January 2024 data, India has the largest share of YouTube worldwide viewership, with 462 million users, which is nearly double of the 239 million users in the United States. Notably, six out of the 10 most-viewed videos on YouTube globally, cater to the preschoolers. Topping the list for 2024 is “Baby Shark Dance” by Pinkfong Kids’ Songs & Stories with a massive 13.93 billion views on YouTube, and its channel boasting 80.4 M subscribers. The other similar-category videos in the top-ten list include: “Johny Johny Yes Papa” by LooLoo Kids, “Bath Song” and “Wheels on the Bus” by Cocomelon – Nursery Rhymes, “Phonics Song with Two Words” by ChuChu TV, and “Learning Colors – Colorful Eggs on a Farm” by Miroshka TV. These statistics underscore the extensive online consumption of content specifically designed for young children, while also highlighting India’s significant role as a major consumer hub for such content. It is in this context that this paper examines the creative industry practices behind production of such content consumed largely on mobile or TV screens by preschoolers in India. This study engages with select content creators from India who have been developing content on YouTube for preschoolers. Adopting a theoretical framework that synthesizes the political economy perspective with the critical media industry studies (CMIS) framework proposed by Havens et al., the paper critically interrogates the children’s content industry within the context of the economic and cultural forces that shape it. The production of content cultures serves as a starting point for exploring the digital content ecology for preschool children in India. It also explores how these children’s contents are shaped in India and also, how the quotidian practices surrounding this content have shaped the industry practices in the Indian context. Given the significant economic potential of this industry, which shapes the media discourse significantly, this paper seeks to gain a deeper understanding of the business culture within the media industry; and also of the creative industry practices of digital content creators and the online video ecology for preschoolers, in India. With a constructivist epistemic foundation, the study investigates industry practices around this content by reviewing secondary data and intensive interviews with content creators, and producers.
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