Aardman Animations, renowned for its innovative and beloved characters such as Wallace and Gromit and Shaun the Sheep, is undergoing a significant transformation in its approach to audience engagement as articulated by Emma Hardy, the executive commercial and brand director. The discussion pivots around the studio's strategic shift from a broadcast-first paradigm to a fan-centric model that prioritizes direct consumer interactions. Hardy delineates how this evolution is not merely a superficial adjustment but reflects a profound understanding of contemporary branding, where the audience is not just passive consumers but active stakeholders in the brand's narrative. This transformation is underscored by Aardman’s rich history, celebrating its 50th anniversary, and highlights the necessity for brands to remain perpetually relevant amidst the ever-changing dynamics of digital engagement and consumer expectations. Throughout the conversation, Hardy elaborates on the intricacies of this shift, detailing how Aardman's storied legacy is being leveraged to foster deeper connections with fans across diverse platforms and demographic segments. The studio is actively exploring innovative ways to engage audiences, such as through interactive social media campaigns and experiential events, which allow fans to immerse themselves in the creative processes behind the beloved characters. This approach not only enhances brand loyalty but also enriches the creative ecosystem that Aardman has cultivated over decades, ensuring that its characters resonate with both new and long-time fans alike. The dialogue encapsulates the essence of Aardman's commitment to crafting narratives that transcend traditional media, emphasizing the importance of authenticity in storytelling. Hardy's insights reveal a forward-thinking vision that seeks to integrate fan feedback into the creative process, thereby making Aardman's offerings not just products but integral parts of the fan experience. As the studio embarks on this new chapter, the implications for the animation industry at large are profound, presenting a case study in how legacy brands can adapt and thrive in the digital age while maintaining their unique creative identity.

Takeaways:

1. In this episode, we discussed Aardman's pivotal shift from a broadcast-first model to a fan-first approach.
2. Emma Hardy elaborated on the importance of audience engagement, highlighting Aardman's dedication to understanding fan expectations.
3. The podcast underscored the significance of innovation within Aardman, particularly in adapting to digital platforms and evolving content creation methods.
4. Aardman's commitment to craft and storytelling remains paramount, as they continue to develop beloved characters that resonate with audiences globally.

Companies mentioned in this episode:

1. Aardman
2. Chicken Run
3. Wallace and Gromit
4. Shaun the Sheep
5. Timmy
6. Powerwash Simulator
7. M&S
8. Pingu
9. Pokemon

In this episode of the Kids Media Club Podcast, hosts Jo, Andy, and Emily reunited in person at London's OTT Question Time event. Between sessions, they carved out twenty minutes to share their insights from the conference, diving deep into Emily's Vertical Video panel and previewing Jo's upcoming Data and Strategy discussion.

Emily's panel tackled the elephant in the room: vertical video is not synonymous with micro dramas, despite what your LinkedIn feed might suggest. What started as marketing tactics has matured into a legitimate digital commissioning strategy spanning sports content, documentaries, and diverse formats that go far beyond scripted drama.

The timing couldn't be more significant. Just weeks before the event, major industry shifts signaled vertical's mainstream moment: Disney announced their vertical pivot at CES, TikTok launched a standalone micro drama app, Netflix hinted at vertical ambitions during earnings calls, and the BBC unveiled a major YouTube partnership.

Perhaps the most compelling insight came from Paramount's unexpected success with Geordie Shore content. When one cast member shared her infertility journey through vertical video, it transcended the show's typical audience entirely. This demonstrated how platforms like TikTok, YouTube Shorts, and Instagram Reels curate intersecting niches that connect content with viewers who'd never engage with the traditional format.

Vertical isn't cannibalizing traditional viewing—it's complementary. ESPN's "Verts" app proves this beautifully. Rather than pulling sports fans away from the big screen, vertical content enhances the experience with player deep-dives, stats analysis, and supplementary angles that enrich rather than replace live viewing.

The format's inherent intimacy matters too. Phone-based vertical video creates deeply personal experiences, whether exploring serious topics like infertility or offering fresh perspectives on beloved entertainment franchises.

Established players like Channel 4, ITV, and the BBC have reached a crucial realization: audiences aren't coming to them anymore. Rather than doubling down on walled gardens and exclusivity, they're strategically "fishing" where audiences actually are—YouTube, Meta, and other platforms. This represents a fundamental shift from trying to corral viewers through forced exclusivity to acknowledging the fluidity of modern fandom.

Looking ahead to Jo's panel, the conversation turned to a critical tension in modern media: there's no excuse not to know your audience, yet data can easily become misdirection. While data should inform commissioning and distribution decisions, it tends to measure what's easily measurable—which isn't always what truly matters.

Moonbug's Cocomelon provides the perfect case study. Their YouTube data-driven approach demonstrated analytics' power for IP and franchise building, but also raised important questions about creative vision versus algorithmic optimization.

The real skill isn't drowning in data—it's knowing how to zoom out and distill signal from noise. Ironically, experienced media professionals with 20+ years of instinct are uniquely positioned to thrive in this data-rich environment. Their gut feel, honed over decades, can cut through analytical clutter to find strategic clarity that spreadsheets alone cannot provide.

The sweet spot? Combining analytical rigor with seasoned intuition—letting data inform without letting it dictate.

Jo is away so Andy gets Emily perspective on Netflix's latest earnings report. In a recent strategic shift, Netflix are moving away from the subscriber count obsession and focusing on ‘engagement'. It's an interesting pivot, especially as the streaming giant grapples with the reality that their core markets are pretty well tapped out.

The big question now is how to keep demonstrating growth when you've already signed up most of the households you're going to get. Enter: engagement metrics. Netflix wants us to care about hours watched, not just how many people have accounts.

But that’s not the only strategic shift, Emily and Andy look at how vertical content and gaming fit into Netflix’s new playbook.

Meanwhile, the kids' content slate is having a moment. Ms. Rachel and Paw Patrol are quietly racking up serious viewing numbers, proving once again that children's programming might be the steady, reliable workhorse of any streaming service.

And then there's the possibility of Netflix acquiring Warner assets—a move that could beef up their content library and give subscribers more reasons to stick around. As Netflix figures out its next chapter, it's clear the playbook is evolving from "grow at all costs" to "keep people engaged and happy."

Takeaways:

1. The recent Netflix earnings report reflects a shift in focus from subscriber growth to content engagement metrics, indicating a new strategic direction for the company.
2. Despite a slight year-over-year increase in engagement, the overall performance remains underwhelming, suggesting challenges in sustaining growth in a saturated market.
3. The introduction of vertical video content is a significant move for Netflix, aiming to capture mobile viewership and compete with platforms like TikTok and YouTube.
4. Netflix's acquisition of Warner Bros. may provide necessary content diversification to enhance engagement and strengthen their position in the streaming market.
5. The Netflix kids' programming landscape is evolving, with significant shows like Ms. Rachel and Paw Patrol demonstrating strong audience engagement and popularity.
6. The ongoing development of Netflix's gaming strategy highlights their commitment to retaining viewer attention across multiple formats, enhancing overall user engagement.