Viacom18-owned Indian streamer JioCinema launched a dedicated kids content hub this week as it looks to engage more younger viewers.

Offering a variety of programming from sports to general entertainment, the platform now also boasts more than 300 domestic and international TV series and films for kids, some of which are available in five or more regional languages. 

JioCinema has around 221 million active monthly users, according to digital marketing agency ROI Mantra. The platform is one of the larger competitors in India’s streaming market, and it could grow significantly in the near future. Mumbai-based conglom Reliance, which runs JioCinema as a joint-venture with Paramount Global, is reportedly close to completing a multi-billion-dollar deal to buy a majority stake in Disney’s Indian operations. This could elevate Reliance’s position as one of the leading streamers for kids content, and also give it a potential monopoly over Indian sports broadcasting. 

JioCinema is going after the kids market in a big way with its new dedicated content hub. Thanks to a recent deal with The Pokémon Company, it has become the exclusive Indian home for 1,000 eps from the Pokémon series, plus 21 movies belonging to the flagship anime franchise. To attract viewers to the kids & family service, a new Pokémon season will drop every Thursday. 

JioCinema has been busy building out its kids content catalogue in 2023 leading up to this launch, signing key deals with Warner Bros. Discovery and NBCUniversal. In April and May, it acquired a raft of children’s programming including the Harry Potter, Kung Fu Panda and Madagascar films, as well as animated series Teen Titans Go! and Peppa Pig. They have joined homegrown Viacom18 toons such as Motu Patlu and The Twisted Timelines of Sammy & Raj on the new service.