PunToon Kids builds beyond YouTube in India’s evolving kids’ content market

MUMBAI: Kids’ content was once a passive affair, scheduled neatly between cartoons and commercials, watched collectively and largely unquestioned. But in an era where screens are everywhere and attention spans are under constant scrutiny, children’s entertainment is undergoing a quiet but profound reset. Global digital giants may dominate view counts, but parents today are asking tougher questions: What values does this content teach? How fast is too fast? And can screen time actually add meaning?

Enter PunToon Kids, a homegrown platform navigating this shift by building stories rooted in Indian culture, designed not just to engage children but to earn parental trust. Moving beyond a YouTube-first mindset, the brand is stitching together videos, games, and real-world experiences into a safer, more intentional ecosystem for young viewers. As the kids’ content industry recalibrates its priorities around quality, interactivity, and values, Indian Television Dot Com speaks to Sourabh Kumar, CEO of PunToon Kids, on how the platform is redefining what it means to grow up with screens.

On competing with established global players like CoComelon, Blippi and ChuChu TV, how is PunToon Kids maintaining its presence and differentiating itself in a crowded kids’ content landscape?

PunToon Kids differentiates itself through deep cultural relevance, values-led storytelling, and high-quality content that genuinely engages young audiences. Our stories are rooted in Indian family life, festivals, everyday moments, and core values such as empathy, kindness, and respect, elements that today’s parents actively look for in children’s content.

In 2025, we increased our episode release frequency by 20%, expanded into longer-format storytelling, and moved beyond a YouTube-only approach through initiatives like the PunToon Kids Games App and offline IPs such as The Rising Rooks–Kids Chess Championship. This multi-platform ecosystem allows us to connect with children and parents where they truly engage, rather than competing solely on volume or algorithms.

On rising concerns around fast-paced content and its impact on children, what steps is PunToon Kids taking to create a healthier viewing environment?

We are extremely mindful of screen-time quality. At PunToon Kids, we consciously design content that is calm, meaningful, and age-appropriate, rather than overly stimulating. Our stories are paced to encourage emotional understanding, curiosity, and learning, not constant visual overload.

Additionally, the launch of our Games App was a strategic move to offer a controlled, fun-learning environment where parents feel confident about what their children are consuming. We see this as a shift from passive viewing to guided, interactive engagement.

On the shift from linear TV shows like Tom & Jerry and Popeye to today’s digital-first, on-demand formats, how do you see kids’ viewing behaviour evolving, and what does this mean for creators?

Kids today expect on-demand, interactive, and personalised experiences. They no longer distinguish between content and play; videos, games, quizzes, and learning are merging into one ecosystem.

For creators, this means thinking beyond episodes. At PunToon Kids, we’re building IP universes that extend into games, digital comics, events, and real-world experiences. Creators who adapt to this ecosystem mindset, rather than just content delivery, will thrive in the coming years.

On shifts observed in 2025, what key changes did PunToon Kids notice in kids’ viewing patterns compared to previous years?

In 2025, we observed three key shifts:  

● Parents actively choosing Indian, culturally rooted content over generic global formats

● A growing demand for safe, parent-approved platforms

● Increased interest in interactive and gamified learning experiences 

Kids are still consuming content frequently, but parents are now more involved in curating what and where they watch, which is reshaping the entire kids’ content landscape.

On the evolution of India’s kids’ content industry in 2025, how have viewership trends, platform preferences, and revenue models changed?

The biggest change has been the decline of YouTube-only dependence, especially post-Coppa, which significantly impacted ad revenues. In response, the industry is rapidly diversifying into apps, offline IPs, events, gaming, and brand integrations.

Platform-wise, we’re seeing the emergence of kids-only OTT platforms and curated ecosystems focused on safety and learning. Revenue models are becoming more integrated, combining content, on-ground activations, influencer-led campaigns, and experiential marketing rather than pure ad monetisation.

On PunToon Kids’ roadmap ahead, what are the key plans and priorities for 2026?

2026 will be a year of expansion and ecosystem strengthening. Our priorities include:  

● Scaling the PunToon Kids Games App with more games, interactive learning modules, and digital comics

● Expanding The Rising Rooks–Kids Chess Championship to multiple cities and establishing it as a national IP

● Developing new offline experiential formats such as events and learning zones 

Our focus is to build a sustainable, multi-platform brand that goes far beyond YouTube.

On marketing and advertising, what strategies did PunToon Kids focus on in 2025?

In 2025, we focused on community-driven and experience-led marketing. Large-scale mall activations during festivals and school holidays allowed children to interact with our brand offline, while parents saw real value beyond screens.

We also partnered with brands like Duolingo, FirstCry, Bumtums, and Gritzo, offering integrated solutions that combined content, engagement, and on-ground visibility, making collaborations more impactful for advertisers.

On balancing entertainment, education, and values-based storytelling, how does PunToon Kids approach content creation?

We don’t treat entertainment and education as separate pillars; they coexist naturally in our storytelling. Our characters learn, make mistakes, show empathy, and grow, just like real children.

Whether through videos, games, or offline events, our goal is to entertain first, but always leave children with a positive takeaway, be it emotional intelligence, cultural awareness, or problem-solving skills.

Any important message the CEO would like to give parents?

As a father, my message to parents comes from personal experience: be conscious but not fearful about screen time. When chosen thoughtfully, content can be a powerful tool for learning, creativity, and emotional growth.

At PunToon Kids, we see ourselves as partners in your child’s journey. We are committed to creating content and experiences you can trust, stories rooted in our culture, guided by strong values, and designed to help children grow into kind, confident, and emotionally aware individuals.