What's Happening?
Scholastic, following its acquisition of 9 Story Media Group in June 2024, has significantly expanded its presence on YouTube. The company has developed a robust ecosystem of 22 channels, including Scholastic-branded hubs like Kids, STEAM, and International,
as well as property-specific channels for popular series such as Clifford and The Magic School Bus. This strategic move has resulted in over 350 million views and 2.3 million subscribers. In the third quarter of fiscal 2026, Scholastic's YouTube channels saw a 200% increase in views compared to the previous year, with more than 85 million views and 21 million hours of content watched. The growth is attributed to the launch of curated hubs and the integration of 9 Story's expertise in managing a diverse portfolio of children's content.
Why It's Important?
The expansion of Scholastic's YouTube presence is significant as it highlights the growing importance of digital platforms in reaching younger audiences. By leveraging YouTube, Scholastic is not only increasing brand awareness but also engaging with a new generation of viewers. This move aligns with current trends where educational content is increasingly consumed online, often during school hours, indicating a shift in how educational materials are accessed. The integration of YouTube with Scholastic's other media channels, including streaming, broadcast television, and publishing, demonstrates a comprehensive approach to content distribution, potentially setting a precedent for other educational content providers.
What's Next?
Scholastic plans to continue expanding its YouTube content, including original series and collaborations with popular YouTube personalities. The company is also exploring new acquisitions that fit its brand, such as the digital-first series Paris & Pups. Additionally, Scholastic is working on publishing projects tied to YouTube content, like a STEM-themed book line with YouTube star Mark Rober. These initiatives suggest a continued focus on integrating digital and traditional media to enhance educational content delivery.
