The dance of the baby sharkthe viral children’s song with the catchy “doo-doo-doo” tune, is currently the most-viewed video in YouTube history, amassing 16.4 billion views since its release in 2016. On average, it receives over 4.7 million plays per day, equivalent to the combined views of Taylor Swift’s top 10 videos.
Despite its global popularity, the South Korean company behind the 2-minute video, Pinkfong, has not become a billion-dollar empire. According to the Wall Street Journal, Pinkfong generated approximately $67 million in revenue in 2023, including YouTube earnings.
The main reason is strict regulations for “Made for Kids” content on YouTube following Pinkfong’s 2019 settlement with the US Federal Trade Commission (FTC) to comply with the Children’s Online Privacy Protection Act (COPPA). As of 2020, children’s channels cannot run personalized ads and face restrictions on comments, notifications and subscriber engagement, significantly reducing revenue. Garrett Johnson, a Boston University professor who studies the 2019 agreement, estimates that without these restrictions, Baby shark it could have generated two or three times more revenue.
Originally just a children’s song, the video became a global phenomenon nearly a decade ago. In 2020, The dance of the baby shark passed Slowly as the most viewed YouTube video and continues to extend its lead. It was published in 25 languages, with the United States contributing the most views and Brazil generating the most likes.
Pinkfong, formerly SmartStudy, had considered an IPO in 2019 but delayed it due to valuation disagreements. On November 19, Pinkfong went public on the KOSDAQ at KRW 38,000 ($26) per share, giving the company a market value of nearly $375 million. The majority of revenue comes from content distribution including YouTube, streaming platforms and live shows, while licensing and merchandising contribute to a lesser extent. Operating profit in 2023 was approximately $13 million. The IPO is expected to raise $50 million (excluding costs) for new content development, with the goal of launching three new entertainment brands by 2028.
Beyond Baby sharkPinkfong’s IP portfolio includes Bebefinn AND Sea view. This was revealed by CEO Kim Min-seok Bebefinn now it surpasses Baby shark in content revenue. The company focuses on “snackable” content that is easy to watch and share, monetizing through advertising, streaming rights, licensing, games, live performances and long-form projects.
Pinkfong’s YouTube network now boasts over 280 million subscribers, cementing its position as a major global player in children’s digital content.
Sources: Znews
