Apple and Common Sense Media Collaborate on Kid-Friendly Podcasts

This morning, Apple revealed a partnership with Common Sense Media to assemble a curated collection of podcasts suitable for children in the United States. This initiative responds to a demonstrable rise in families’ engagement with spoken-word audio entertainment.

The increased interest is potentially linked to the pandemic and a growing parental desire to limit children’s screen time dedicated to entertainment purposes.

A New Resource for Families

Through a dedicated website, accessible at Apple.co/showsforkids (launching within Apple Podcasts), Apple and Common Sense Media have jointly categorized podcasts based on age appropriateness and thematic content.

The initial selection includes content from creators such as Tinkercast, American Public Media, Gen-Z Media, Pinna, Tumble, Highlights, WNYC Studios, Rebel Girls, and Nickelodeon.

Podcast Categories

Beyond age-based groupings, four distinct thematic collections are available:

• Common Sense Media Picks: Featuring universally appreciated family favorites.
• One More!: Presenting captivating mysteries and thrilling dramas.
• Kids Know Best: Showcasing programs selected directly by children.
• Story Time: Offering narrative-focused audio experiences.

Apple states that the site will undergo monthly updates, incorporating new and trending shows, as well as collections aligned with significant cultural and historical events, like Women’s History Month or Back to School themes.

Curated with Expertise

The selection process utilizes the same research-driven methodology that Common Sense Media employs when evaluating other forms of entertainment, including television programs, films, books, applications, and games.

This launch builds upon Apple’s recent introduction of an “Apple for Kids” website, designed to assist parents in configuring devices for their children and understanding Family Sharing features, demonstrating a heightened focus on family-oriented offerings.

Market Context

Currently, the market for children’s podcasts remains relatively small compared to the broader podcast landscape; none of Apple’s top 100 podcasts are specifically targeted towards kids.

However, industry analysts anticipate growth in the kids’ podcast market alongside the expansion of the overall adult podcast market.

Recent data from Morning Consult indicates that the COVID-19 pandemic spurred increased interest in audio entertainment as parents sought ways to engage children at home.

For example, “Wow in the World,” a leading kids’ podcast from NPR, experienced a 94% surge in downloads during the 13 weeks following the onset of the pandemic, compared to the pre-pandemic period.

Growing Listenership

NPR’s 2020 Spoken Word Audio Report revealed that 15% of U.S. adults were listening to children’s spoken word audio, suggesting widespread co-listening between parents and children.

Furthermore, research conducted by Kids Listen, a non-profit organization advocating for kids’ podcasts, found that 89% of children who listen to podcasts are eight years old or younger, as highlighted by Morning Consult.

Apple’s Podcast Strategy

Rumors have circulated regarding Apple’s consideration of a podcast subscription service to compete with Spotify, as reported by The Information earlier this year.

In the subsequent weeks, Apple has demonstrably increased its attention to the podcast format, launching a new editorial series, Apple Podcasts Spotlight, to showcase noteworthy creators.

The addition of children’s programming could potentially align with Apple’s future strategic goals, as 64% of parents who listen to podcasts expressed a likelihood of subscribing to paid podcast services for their children.

The new podcast collection is now available within Apple Podcasts in the United States.