Nickelodeon launches ad-free mobile subscription service for kids

Nickelodeon is launching an ad-free app for pre-schoolers that will be available exclusively on Apple devices from next month.

The app, dubbed Noggin, will feature long and short form content, including education-based series such as Blue’s Clues, Little Bear, Ni Hao, and Kai-lan. Additional features will music videos featuring Nick preschool characters, and the return of the popular Moose and Zee characters hosting educational videos that can help kids prepare for kindergarten.

Content on Noggin will remain library-based, separated from Nickelodeon’s preschool productions that are currently available on its existing platforms.

Noggin complement’s the Nick Jr. app, which features a live linear feed of the Nick Jr. television channel and on-demand paid-for episodes alongside interactive activities. Nickelodeon has launched more than 20 preschool apps to date.

Cyma Zarghami, president of Viacom Kids and Family Group, said in a statement: “We are reintroducing the Noggin name with this new mobile service because of its built-in equity with moms and as a signal of the high-quality preschool content that will be curated for it.”

Earlier this year, Nickelodeon announced the launch of its direct-to-consumer streaming service to expand its global audience.

Last year, Nickelodeon found that 24 per cent of UK children are “social sharers” in a study that explored how children use digital devices and what roles they play in their lives.

Nickelodeon’s move to secure a greater share of the pre-school market comes as Google readies its own play through the launch of a kid-friendly version of its YouTube app that will feature videos aimed at children using Android devices.

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