CMC 2025: Rachel's Views

A few weeks ago, I had the pleasure of returning to Sheffield for the Children’s Media Conference with Brighton Zoo. Between producing the Put Your Money Where Your Mouth Is session and delivering a (questionably enthusiastic) karaoke rendition of Journey’s Don’t Stop Believin’ at the infamous CMC party, my time was split between insightful sessions and casual conversations. Admittedly, I was apprehensive about the tone of this year’s CMC, given the challenges the industry is currently facing, but it was encouraging to see the conversation shifting from a sense of uncertainty to one of hopeful optimism, particularly around the potential of emerging technologies.

‘Shake It Up’ was the theme of this year’s conference, with discussions focused on how we can push boundaries and rethink traditional formats. Here are three short takeaways from the conference that stood out to me as things kids media makers should be exploring and be excited about.

• Unlocking the power of Roblox: Coined as the ‘YouTube of games’, free platform Roblox presents an exciting avenue for brands and IP creators to build immersive experiences and expand their audiences to its 380 million monthly users. Features to explore include bespoke game creation and customisable avatar fashion items, where reportedly 84% of kids are trying on clothes digitally before purchasing them in real life.
  
• Adventures in Audio: With parents seeking screen-free alternatives and 40% of 8-18 year olds actively using audio content, audio presents an exciting opportunity for kids content. Podcasting, puzzles and ‘choose-your-own-adventure’ formats are on the rise, offering fun new ways for kids to listen, play, and be part of the story without needing to stare at a screen.
  
• Decoding Digital Platforms: The phrase “meeting kids where they are” came up frequently at CMC, especially in discussions about ‘tweens’ shifting away from traditional TV and spending more time on platforms like YouTube and TikTok. While these platforms aren't new, their evolving algorithms require creators to constantly adapt their strategies. For those aiming to stay relevant in 2025, real opportunities exist, from using SEO data to identify content gaps, treating YouTube as a space to test and refine new IP to localising content to engage global audiences.

Overall, it was another brilliant trip to Sheffield. With so much of our work existing entirely on screens, it’s always a great opportunity to meet the industry in person and help curate the PYMWYMI session where so many fantastic ideas can start to gain industry recognition.