Social and Behavioral Sciences Commons^™

Branding Kidfluencers: Regulating Content And Advertising On Youtube, Gavin Feller, Benjamin Burroughs

Hank Greenspun School of Journalism and Media Studies Faculty Research

This paper analyzes emerging shifts in YouTube, advertising, and children’s digital media industries through a case study of Pocket Watch, a digital-first production and distribution studio built exclusively for YouTube child stars. Our analysis reveals the company’s strategic use of legacy media industry power, networks, and expertise to transform YouTube stars into global brands through the creation of toy, clothing, and lifestyle product lines across several industries. We further argue that Pocket Watch’s newly formed advertising division, Clock Work, exploits its child partners through problematic native advertising and host selling practices. The strategies implemented by Pocket Watch and other similar …