Yurii Alieksieienko: Director of Like Nastya—One of the World’s Largest Children’s Channels—on Global Content and Its Impact

 Just ten years ago, children’s content remained largely a local phenomenon. Television channels produced a limited number of cartoons and educational programs designed for regional audiences.

However, the rise of digital platforms, particularly YouTube, has changed everything. Today, children’s content is a separate industry that rivals movies and TV series in production quality, global reach, and audience engagement.

“Ten years ago, most children’s shows were created exclusively for television, and no one could have imagined that content produced without major studios could reach millions of viewers worldwide,” says Yurii Alieksieienko, a director who started his career in the music industry and now works on leading children’s content.

According to him, the modern world is evolving rapidly, and children’s content is not just adapting to global trends but shaping them. Previously, each country produced its own cartoons, shows, and programs for a limited audience. Today, the most popular children’s channels reach a global audience. Videos are no longer language-dependent—visual storytelling, tone, and editing dynamics create a universal language that children of any culture can understand.

The Unique Aspects of Creating Children’s Content

Creating children’s content requires not only technical expertise but also an understanding of children’s psychology. As a director or cinematographer, one must consider how children perceive and understand visual storytelling. It is crucial to build a sequence of emotions that are clear and engaging for young viewers. Every action or reaction of a character must be logically connected to the plot and emotional context.

“Children process information differently from adults. They need clear emotional signals to understand what is happening on the screen. If a character is happy, it should be obvious through facial expressions, color schemes, and music. While adults can understand subtext and subtle cues, children require explicit visual messaging,” explains Yurii.

This skill comes only with experience and deep analysis. Many professionals start their journey by studying and analyzing a vast amount of video content on YouTube, identifying which formats and approaches are most effective for young audiences.

Additionally, media platforms constantly change content creation rules, introducing new restrictions and requirements. Content creators must stay updated on YouTube policies, which regulate what materials can be shown, how to engage with children in videos, and what themes are appropriate. These nuances demand careful attention and adaptation to modern realities.

“A children’s content director must not only be creative but also legally knowledgeable. There are strict rules regarding advertising, data protection, and ethical considerations. Content must meet safety standards for children, and this knowledge isn’t readily available—it is acquired only by those deeply involved in the industry,” adds Alieksieienko.

Making Content Accessible to All Children

One crucial aspect of children’s content creation is accessibility. Young children who cannot read, those with hearing impairments, or those with special needs should have equal access to content.

“We work to ensure that every child, regardless of their developmental characteristics, can understand the storyline. If a child cannot read subtitles, they should grasp the meaning through visual symbols. If they cannot hear, scene changes, character movements, and color schemes should convey the story instead of sound,” says Yurii.

Moreover, many modern children’s shows now feature characters with disabilities. This not only makes content more inclusive but also teaches children to embrace diversity in society.

The Impact of Digital Content on Children’s Thinking

The children’s media industry faces new challenges due to technological advancements. Kids today consume content differently from previous generations. The rise of short-form videos, rapid editing, and constant information shifts have led to a new type of perception often referred to as “clip thinking.”

“Children develop a habit of receiving quick emotional stimuli. They get used to instant gratification and rapid plot changes. This can negatively impact their ability to focus, analyze long narratives, and develop logical thinking. Our goal is not just to create short entertaining content but to integrate elements of learning, cognitive development, and critical thinking,” emphasizes Alieksieienko.

The Future of Children’s Content

Children’s content is no longer just a part of the entertainment industry—it is a cultural phenomenon shaping the worldview of a new generation. Today, YouTube and other digital platforms have become spaces for fun videos and tools for education, upbringing, and social adaptation for children.

I have been working in Florida, USA, for several years, creating content for one of the largest children’s YouTube channels—Like Nastya. We are proud recipients of YouTube’s exclusive Red Diamond Play Button, an achievement shared by giants like MrBeast. In total, our channels have amassed over 350 million subscribers, making us key players in shaping content trends and the moral upbringing of young audiences.

“The main goal of modern children’s content is not just to entertain but to educate, foster empathy, and help children explore the world in a safe environment. If we, as creators, recognize this responsibility, we can produce truly meaningful content that influences the future,” emphasizes Yurii Alieksieienko.