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The originator of the popular TV programme Teletubbies has warned that numerous YouTube programmes aimed at children are "lacking substance" and do little to encourage imagination in kids.

Concerns Over Drop in High-Standard Kids' Content

Experienced kids' TV creator Anne Wood, who created the preschool hit series, stated that programming for kids has long been underappreciated and expressed concern that "we're losing a tremendous amount" because it is not considered important.

She believes that platforms like YouTube have abandoned "the responsibility of art" that skilled creators traditionally upheld. "While innovative, it may not be used with proper care" in the interests of young audiences, she added.

"TV has the power to mirror children's own lives back to them" in a humorous way that boosts self-esteem, Wood explained.

Automated Programming vs. Purposeful Kids' Shows

Wood and other experts in kids' media expressed concerns that YouTube's algorithmic and infinite feed features do not prioritise high-quality content for children in the manner that public service broadcasters can.

She linked the drop in investment to the broadcasting legislation of 2003, which stopped requiring commercial broadcasters to invest in programming for kids. This trend has accelerated with the rise of algorithm-driven online platforms.

Despite initial claims that Teletubbies was "oversimplifying", studies later suggested that its use of rhyme, repetition and simplicity actually boosted children's language capabilities.

Contrasting Classic and Digital Approaches

Wood compared the intentional editing in broadcast shows—allowing young children space to understand—with algorithms that limit a child's ability to develop and imagine.

She described well-known online shows like CoCoMelon as "a distraction" that can assist occupied caregivers in small doses, but questioned "what it's squeezing out" and what children are missing when commercial content prevails.

Broader Industry Changes and Challenges

Former children's TV presenter Konnie Huq agreed that the landscape of kids' entertainment has shifted dramatically. She commented that while instructive content is available, kids and grown-ups often choose instant gratification over delayed rewards.

Huq also expressed concern that the media industry is more and more commercially driven, with platforms like TikTok and Instagram encouraging product endorsements.

She added that children's TV is often undervalued and seen as a "secondary little brother or sister" compared to grown-up shows, even though it is vitally important in raising future generations.

Expert Insight on Online Media

An academic expert, head of a institute for children's digital futures, said that research shows children gain from high-quality content that is educational, creative or imaginative.

However, she added, "caregivers may struggle to identify worthwhile material".

Livingstone emphasised that "the problem with YouTube was more the format than the content", as the system is driven by profit and can keep a young viewer's focus longer than natural.

Overall, experts advise families to look for enriching content and be mindful of how online services shape young viewers experiences.