The Dora & Friends channel was created to foster a new generation of love for Dora, a reboot of Dora The Explorer. Dora is a well-known character across the world and now it’s time for a brand new group of preschoolers to join her and Boots on their many adventures. The channel showcases Dora’s leadership, teamwork, and strong friendships with Boots, Tico, Benny, and Isa. It wouldn’t be Dora without the immersion of Spanish language and culture, which makes up a regular part of the channel’s programming. And all of that of course includes stopping Swiper from swiping!
Our goal was to reach our core audience (girls 3-5) and start building awareness for Dora before the new show launch. We utilized our existing Bubble Guppies channel to start seeding old Dora The Explorer full episodes and compilations so we could build a regular cadence of show content for our target audience. When the show launched on Paramount+, we officially switched the channel over to become the Dora & Friends channel.
Because of the limited amount of new content, we created brand new digital-first Dora video series. These YouTube series highlight everything that is core to Dora and incorporate Spanish language learning. This includes series like Sing & Dance, a Latin-inspired music series, and Dora’s Fairytale Adventures, a series developed based on the audience’s interest in fairytale content. We’ve also turned our podcasts into video podcasts with our Dora’s Recipe For Adventures and Dora’s Aventuras series. An episode of Dora’s Recipe For Adventure called “Guava Goals” is our most successful by far— it’s earned almost 7.5 million views. By filling the gap with Dora original content, we can keep growing the channel in between new seasons on Paramount+ and linear releases.
Breaking out in the preschool space can be a challenge, but by honing in on our girl audience and strategically seeding in content, we’ve been able to grow our channel to 2 million subscribers.
The Dora & Friends channel continues to grow and see success. We wanted her to become a beloved figure again with a new generation and the numbers are pointing to that. Dora has the highest average view duration in our Nick Jr. global portfolio. This is above currently airing and popular IP like PAW Patrol. In 2024 the channel earned 604M views and 5.6B watch time minutes.
The fact that Dora is on par with big IPs like PAW Patrol makes the channel a success. Even if Dora The Explorer existed before, we still had to breakthrough for a new audience. Our data is showing that we are going to keep growing.
