The Pinkfong Company, the global entertainment company behind the global phenomenon Baby Shark, has joined YouTube and over a dozen leaders in the children’s content creation and distribution industry for the Youth Digital Wellbeing Initiative. This global initiative brings companies together to advance responsible product design and content creation industry standards.

The Pinkfong Company has consistently demonstrated its commitment to children’s digital wellbeing through numerous initiatives. From the earliest stages of development, the company creates curriculum-based content aligned with age-appropriate developmental milestones, all validated by external child development experts.

The company is also developing digital literacy content focused on media literacy and digital citizenship education, scheduled for release across their platforms including YouTube, apps, and Fast TV. In addition, The Pinkfong Company maintains a dedicated team that evaluates all content to ensure they meet age-appropriate standards while supporting the delivery of quality programming that educates, entertains, and inspires young audiences. The commitment extends to tools for families, with screen time management features to be implemented in Baby Shark World for Kids apps in 2025, enabling parents and caregivers to effectively manage their children’s digital experiences.

“At The Pinkfong Company, children have always been at the heart of everything we do. Joining YouTube’s Youth Digital Wellbeing Initiative is a natural extension of our mission to create content that’s not just entertaining, but truly enriching for young minds. We’ve always focused on ensuring kids consume quality content in a healthy way, whether that’s through expert content review, or by implementing features to manage viewing time,” said, Bitna Kwon, Chief Strategy Officer at The Pinkfong Company. “We’re delighted to be part of this initiative and to be working with industry leaders to create a safer digital landscape where children can explore, learn and thrive with content.”

“YouTube is pleased to join over a dozen regional content creators and distributors representing ten countries to participate in the Youth Digital Wellbeing Initiative, supporting a unified vision for the development of high-quality, age-appropriate content for young people,” said Neal Mohan, CEO of YouTube.

Since its YouTube debut in 2014, The Pinkfong Company has evolved alongside the platform that has become the premier destination for young audiences worldwide, offering more than 7000 kids-friendly songs and stories in 25 languages. In addition to achieving the most watched video on YouTube since November 2020 with the iconic Baby Shark Dance, the company has reached 140 billion lifetime views and 240 million subscribers across its channels on YouTube.

A Shared Vision for Youth Digital Wellbeing 

The power of online content to educate, entertain, and connect young people is undeniable. To maximise this potential, it’s crucial to harness the strength and impact of local companies leading in content development and distribution for kids and teens.

That’s why the Youth Digital Wellbeing Initiative is bringing together market leaders from around the globe to support a unified vision for the development of high quality, age-appropriate content that can have a positive impact on young people’s lives.

We are committed to positively shaping the online content experiences of young users, not only by promoting healthy and enriching content for youth, but also actively limiting the reach of low-quality content. This work includes enabling greater access to content that promotes media literacy and digital citizenship, fosters learning in and outside of the classroom, and supports development and wellbeing.

Through responsible product design and content creation tailored to local needs, we will collaboratively advance the following vision to raise industry standards and positively shape the online experiences of youth around the world, across a diverse set of languages.

Empower Youth with Age Appropriate Choices & Protect Against Online Harms

• Consider the unique developmental needs of kids and teens from the outset of product design and content development to protect and empower a diverse population of youth.

• Set age-appropriate defaults, where applicable, for sexually explicit content and graphic violence, in line with existing standards and reflective of educational, documentary, scientific and artistic context.

• Invest in research-backed resources for families and parents, inclusive of media literacy and digital citizenship.

Promote Youth Wellbeing & High Quality Content

• Support the development and accessibility of high-quality, age-appropriate content that is enriching, engaging, and inspiring.

• Where relevant, enable settings and offer controls that support healthy screen time for youth.

• Point youth toward crisis resources when viewing content that may include the discussion of sensitive mental health topics such as suicide and self-harm.

• Implement content safeguards for youth by limiting exposure to low quality, potentially harmful content.

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Categories: Press Releases

Tags: baby shark, Pinkfong, youtube