Terence Mbulaheni, who runs the digital agency VIEWED, weighs in on monetizing legacy kids’ content on YouTube and best practices for engaging young viewers on the platform.
Mbulaheni founded his own digital agency in 2024 after a long career working on YouTube engagement in the kids’ sector with stints at 9 Story, Super Simple Songs, and Spin Master. In that time, he worked on a range of different kinds of content, “from legacy brands to brands that are being built from the ground up, being in the engine room.”
Mbulaheni crafts a bespoke approach for every IP it works on, tapping into lessons from reintroducing nostalgic brands to creating awareness for digital-first properties. “They know their brand, but if I’m going to be watching these episodes over and over again, I get to the point where I know the IP more than the IP owner because we repackage and we test, we push, we pull. A lot of the time, we have preconceived ideas of how this IP will perform based on the information that I get, then the audience gives you something completely different. Then you have to change your strategy and your tactics.”
In this ScreenMDM Talks episode, part of our Gen A to Z strand focused on the kids’ business, Mbulaheni talks about aiding IP owners in unlocking value on YouTube, learning to pivot when you need to, the engagement metrics that really matter, and working with like-minded indie consultants and experts to offer 360-degree advisory services for producers and rights holders.
Watch on YouTube below or follow us on Spotify. Audio versions are also available on Amazon Music.
