The CoComelon brand on YouTube

Social media has transformed how content is distributed. In this study, we analyze CoComelon’s multichannel brand architecture on YouTube and investigate how its audiovisual strategy and self-positioning as “educational” content operate within the platform environment. Using a case-study approach, the research combines quantitative analysis of 3,997 videos from five CoComelon channels with a content analysis of a purposive sample comprising the five most--viewed videos from each channel. According to the findings, a differentiated multichannel structure is organized around characters, themes, and languages while maintaining a consistent brand identity. Recurrent audiovisual features (rapid editing, music, recurring characters, on-screen text, and standardized branding) coexist with educational terms such as “preschool” and “kids for education” as part of the brand’s presentation and positioning. Overall, considering the results, we verified how CoComelon combines channel segmentation, audiovisual consistency, and educational self-presentation within a coordinated brand strategy adapted to the logics of digital platforms.