“We do want to attract more kids,” agrees Marjorie Kaplan, senior VP and general manager of Discovery Kids. She attributes part of the rise in median age to co-viewing.
“One of the reasons we got into the kids business is that we saw a whole lot of kids watching Discovery with their parents,” she explains. “It’s not surprising that we have a lot of parents watching now with their kids.”
As a new destination, and with the Saturday edition of the “Today Show” for a lead in, Kaplan knows the net will have to continue to work hard to attract a younger demo — and the advertisers that follow them.
“Our goal is to lower that average and bring kids in,” she says. “I’m not concerned about driving away adults.”
A Variety and iHeartRadio Podcast



