Yesterday Viacom announced Noggin, a new $5.99/month ad-free, mobile-centric OTT service for preschoolers that will launch on March 5th. Viacom said that Noggin's content will be solely library-based, making it distinct from what's already available on-air on Nick Jr. Noggin will include programs such as "Blue's Clues," "Little Bear" and "Ni Hao, Kari-lan," plus others. In addition to the OTT offering, Viacom said it's talking to pay-TV operators about Noggin being a premium offer for authenticated subscribers.
Noggin is the latest response by TV networks to the dramatic market changes currently playing out. As I recently described, disruption has been particularly acute in the kids' space, where kids' cable TV networks' ratings are plunging as OTT services have avidly built out their kids offerings. Just since writing that piece 2 weeks ago, YouTube has launched a kids-focused app, Netflix has added 5 new kids series and Amazon has renewed 4 others, all amping up the pressure on kids TV networks even further.