Bluey

Australia

Ambition and Objectives



The official Bluey YouTube Channel launched in September 2019 to appeal to children and families globally and to deliver video views, watch time and revenue on the platform with a significant rate of year-on-year growth.



Execution

Channel health and performance is driven by a consistent publishing schedule of 14 uploads per week, including YouTube Shorts and livestreams, and a robust content pipeline.



Uploads to the channel include episode clips and compilations from the series, shorts, creator commissions and digital-exclusive series. Bluey Book Reads is one such 10-part digital-exclusive series that launched in February 2024 and received over 24 million video views and a total watch time of 1 million hours on the official Bluey YouTube channel alone, to date.



Action is taken to optimize metadata to maximize performance and regularly adjust, test and learn video formats, commission types, titles and thumbnails.

June 2024 was a record-breaking month for the channel, delivering the highest monthly subscriber growth, video views, watch time and revenue since the channel first launched, with a total of 342 million video views and over 624,000 subscribers gained. This success was driven by the strong performance of full episodes and live stream compilations, as well as creator commissions. The Bluey Meets The Simpsons crossover was uploaded on June 10 and received over 2.5 million video views in that month, alone.

Full episodes and live stream compilations are consistently amongst the top performing uploads to the channel and are an integral part of the channel strategy. These longer duration formats offer audiences a satisfying lean-back viewer experience and serve to maximize time spent consuming Bluey content on the platform. One top performing example, a two-hour compilation of a selection of series 1, 2 and 3 full episodes, has gained over 88 million video views, to date.

Insights from search or social media inform compilation themes and clip selection to drive the best results, delivering to fans the Bluey moments that they love and search for most. Top performing examples include Fun and Games with Bluey and Bingo, which has received 38 million video views, or Muffin Moments, a compilation of the best moments from fan favourite character, Muffin, which has received over 19 million video views.

YouTube Shorts further drive discovery and subscriber growth. Creator commissions and filmed video content perform best, including a top performing collaboration with dance creators Cost n' Mayor which was viewed a staggering 143 million times.



Themed takeovers in the YouTube Kids App further drive success and help us to effectively reach young audiences in the most appropriate spaces.


We offer the channel in 16 different languages and recently launched a sub-channel focusing on Bluey’s little sister, Bingo!


Results



In five short years, the channel has amassed over 8 million subscribers and more than 5.6 billion video views.



In 2024 to-date, monthly video views have increased by 68%, subscribers have increased by 70%, and watch time has increased by 108% year-on-year.