Digital Parenting Resource BabyCenter Is Launching Its Own Roku Channel

More than 200 videos will be available for streaming

BabyCenter's channel will have hundreds of videos for parents. BabyCenter
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BabyCenter provides pregnancy and parenting resources to more than 49 million parents each month. And it’s continuing to expand into new technologies.

Last year, BabyCenter launched the first Amazon Alexa voice skill for expectant parents called “My Pregnancy.” Today the company, which is a part of the Johnson & Johnson family, is announcing its own channel on the Roku platform.

Viewers with Roku devices or connected TVs can access more than 200 videos from BabyCenter that cover topics including fetal development (in 3-D animations) pregnancy symptoms, childbirth and newborn care.

In the United States, 8 in 10 new or expectant mothers use BabyCenter each month, so the company hopes to reach more parents where they are already consuming streaming content.

According to a survey of BabyCenter users, 32 percent of mothers are cancelling their cable subscriptions because they’d rather stream shows whenever they want to watch them.

The survey also concluded that moms rely on streaming entertainment, especially when their baby is napping. About 65 percent of moms have streamed a full-length movie from their connected TV some time in the last 12 months, and about 39 percent have streamed that from a smartphone or tablet.

Based on the survey, which also concluded that conversations concerning streaming are happening more than ever within the BabyCenter community, the company decided Roku would be the right platform to reach its ideal audience.

“Our goal at BabyCenter is to make sure new and expecting parents always have easy access to expert-approved information when they need it, no matter where they are or what device they’re using,” said Linda Murray, svp of consumer experience at BabyCenter. “Leveraging OTT channels like Roku allows us to deliver our content in a way that’s relevant to today’s young families.”

@samimain Sami Main is social editor for Adweek, where she posts Adweek content onto social platforms and looks for creative ways to communicate what's new.
Publish date: October 16, 2017 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT