Scholastic’s growing YouTube footprint was the focus of a recent Publishers Weekly feature. The outlet highlighted the Company’s ability to use the platform to create awareness, engage existing fans, and bring in new ones.
As reported in the outlet, Scholastic’s YouTube ecosystem encompasses 22 channels, with specific hubs for collections such as STEAM, International, Clifford, Goosebumps, and more. With more than 350 million views and 2.3 million subscribers, the impact is vast.
“There’s a clear and strong appetite for today’s parents to introduce the new generation to the content they loved,” Elianne Friend, senior VP, digital and distribution at 9 Story Media Group, told Publishers Weekly. “We see viewership peak from 9 a.m. to 4 p.m., which is countertypical of the normal pattern for kids’ content. That means they’re watching from classrooms or during home-schooling.”
Publishers Weekly referenced Scholastic’s Fiscal 2026 Third Quarter results, where branded YouTube channels generated more than 85 million views in the quarter, up more than 200% from the same period the previous year, with viewers watching more than 21 million hours of content.
Scholastic’s YouTube presence is not separate from the rest of the Company. There is integration with many Scholastic brands including streaming and broadcast television, consumer products, publishing, and marketing channels, such as newsletters. Friend shared with Publishers Weekly that the YouTube channels help build the Scholastic brand and raise awareness and engagement — it’s a 360-degree approach.
Recent publishing news that shines a light on Scholastic’s commitment to expanding YouTube-rooted properties include Paris Hilton’s Paris & Pups, Mark Rober’s CrunchLabs, and Invisible Narratives’ Skibidi Toilet.
To read the full feature from Publishers Weekly, click here: Scholastic and 9 Story Lean into YouTube