Disney’s ESPN is taking to YouTube to foster the next generation of sports fans.
After quietly going live a few months ago, on Wednesday the sports brand formally introduced a new kids-focused sports YouTube channel, ESPN JV (Junior Varsity).
The channel features interactive family-friendly sports content, original programming and collaborations with Disney Jr.
The channel offers a collection of original videos, encouraging kids to test their sports knowledge, explore memorable moments and connect with athletes in new ways.
ESPN JV will also feature an original animated series, The Sports Explorers, which stars four characters created by ESPN Creative Studio. Dubbed “The ESPN Squad,” each character brings their own unique perspectives to the world of sparts and are meant to help younger fans discover new games and experience the fun of being a fan. The series was developed in creative collaboration between ESPN and WSC Sports.
Content on the YouTube channel will be a mix of original programming, athlete-driven storytelling and collaborations, with storytelling and interactive formats that encourage kids to participate. It will also span a wide range of sports from basketball and football to soccer, baseball and tennis.
As for the move to put the channel and kids programming for free on YouTube, it’s in part about making it accessible.
“ESPN JV is about creating an exciting entry point into sports for the next generation of fans," said Celia Bouza, VP Multi-Platform Video, in a statement. "By combining ESPN's connection to the biggest moments and personalities in sports with creative, interactive storytelling, we're building a destination where kids can explore their interests, discover new sports and develop a lifelong love of the game.”
Disney sees success with kids content on YouTube
Since a quiet launch, the ESPN JV YouTube channel at most recent count had about just 9,000 subscribers and shows content like Trivia Time videos and Guess What Happens Next that serve up more interactive experiences around sports.
But Disney has already seen some success with distributing kids-focused content on YouTube.
Its Disney Jr. YouTube channel has taken the No. 1 spot in our exclusive monthly ranker, powered by iSpot, of the top 10 traditional media-owned YouTube channels by unique domestic viewers for the past three months in a row.
That includes in August, a month when the Disney Jr. YouTube channel garnered 44.9 million unique U.S. viewers.
Other kids-focused YouTube channels like Sesame Street have also grabbed spots on the ranking.
As for ESPN, it’s looking to get in early and help encourage the next wave of sports fans with colorful, kid-friendly content available on YouTube.
And it’s not the only one in the sports sphere looking to connect with the youngest potential fans and get them interested in sports early.
Last month Major League Baseball inked a deal to expand distribution of kids-focused baseball content on its Clubhouse channel from YouTube to the Future Today-owned HappyKids AVOD platform.
The ESPN JV YouTube channel already shows content with collaborators, including MLB Clubhouse, Disney Jr. and Disney Channel animation, among others.
Asked if any ESPN JV content will also be available on Disney+ or other Disney-owned platforms, the spokesperson didn’t rule it out, noting ESPN remains in frequent communication with Disney Jr. and Disney+ about “opportunities to bring sports storytelling and fandom to younger audiences across platforms.”
The partners’ collaboration on Me & Mickey can already be seen and is available on Disney+.