Director Shares Strategy for Digital-First Pilots
In a podcast interview, director Natalia Poteryakhin discussed the development strategy for her animated series *Sunnyside Down*. The project used regular episode drops and a contained setting to test the sci-fi parody concept with digital audiences. Poteryakhin's approach serves as a model for how independent creators can validate IP and build community with limited resources.
- Studios are increasingly using platforms like Roblox to test and build IP with a dedicated fanbase before committing to a full series production; Moonbug, for example, has created experiences for its IP like Blippi, and some Roblox-native IP is now being developed into animated series. The average Roblox player spent 2.7 hours per day on the platform in the last quarter of 2025, providing a significant opportunity for engagement. - Generative AI is being integrated into animation pipelines to accelerate pre-production, with AI tools that can generate storyboards from scripts, create character variations, and produce in-between frames to smooth out animation. This allows smaller, leaner teams to iterate on visual concepts and character designs more rapidly. - In the current market, streamers are prioritizing the acquisition of established and well-known IP for their kids and family content libraries to ensure a built-in audience and reduce investment risk. In the first half of 2024, 50% of all children's titles announced were renewals of existing properties. - Strategic buyers are active in the animation sector, with streamers like Netflix acquiring VFX and animation studios such as Animal Logic to bring capabilities in-house. Between the first quarter of 2020 and the second quarter of 2024, $40 billion was spent across 325 acquisitions in the film, television, and animation sectors, with strategic acquirers accounting for 73% of the capital. - For parents of children under 12, a primary concern is the amount of time their kids spend on screens, with 71% expressing this worry. The conversation around screen time is shifting from quantity to the quality and context of the content being consumed, with an emphasis on co-viewing and engaging with media that encourages interaction and critical thinking. - Kids are increasingly discovering new content through user-generated platforms like YouTube and Roblox, following influencers like MrBeast and engaging with game-related content. For children aged 7-12, top Roblox games include role-playing and simulation games like *Brookhaven* and *Adopt Me*, indicating a preference for open-ended creative and social experiences. - Apple is positioning the Vision Pro as a new frontier for immersive storytelling, offering 180-degree, 3D 8K video with Spatial Audio to create a sense of presence. Disney+ has already launched on the platform, allowing viewers to watch films in immersive 3D environments, signaling a potential future for interactive and spatially-aware kids' entertainment. - Interactive content is a key strategy for building and validating an audience, as it turns passive viewing into active participation, which can be measured to show audience engagement. For kids, interactive content enhances critical thinking and can create stronger, more memorable relationships with IP beyond passive viewing.
