How Children Are Shaping the Future of Audio

A lively discussion with Gregory Watson, Managing Director at Children’s Radio UK Ltd, Caroline Pouron, Podcast Commissioner at Sveriges Radio, Eloise Elandaloussi from tonies GmbH, and hosted by Henriette Hoj Gharib, CEO of Podster ApS, explored how kids are changing the way audio is created and consumed.

Changing Listening Habits

Caroline Pouron shared that children no longer automatically pick up their parents’ listening habits. Providing high-quality, screen-free audio experiences has become more than a goal, it is essential.

Challenges in Reaching Young Audiences

The panel identified some common pitfalls:

• Misallocated resources
• Overreliance on third-party platforms
• Audiences not knowing who is producing the content

To address these, the focus is on on-demand content. For example:

• Making child-focused sections inside apps the main destination
• Shifting marketing and communication toward these platforms
• Investing resources from linear shows into on-demand experiences

Practical Tips

• Build audio memories early; habits aren’t inherited
• Don’t rely solely on third-party platforms
• Be patient; building habits takes time

Making Kids’ Content Work

Gregory Watson emphasized that monetizing children’s content is possible, but challenging. He stressed:

• Engage parents as much as children
• Understand your audience
• Explore funding through grants or CSR budgets
• Think creatively across devices and platforms

He also noted that despite the UK having many radio stations, few have dedicated children’s radio, highlighting a significant opportunity.

Tonies: Audio That Fits Families

Eloise Elandaloussi shared insights from Tonies, where almost every child has a device at home, with five hours of average listening per household.

• Tonies content is designed for different ages and listening moments, from toddlers to grade schoolers
• High-intent, original content works best when it’s purpose-driven and family-focused
• Listening peaks at 7-8pm worldwide, improving bedtime routines for most families

Looking Ahead

The discussion made it clear: children’s audio isn’t just about entertainment. It’s about shaping habits, creating meaningful experiences, and thinking across platforms and audiences. Family engagement, thoughtful content, and creative approaches are the keys to making audio a lasting part of childhood.