To keep up with the increasing demand for safe online video content for kids, Asia-Pacific digital media startup TotallyAwesome is launching a VOD ad platform in the APAC region. Aimed at giving kids under the age of 13 a place to interact with brands, it has partnered with Singapore-based media company Mediacorp to extend the new platform’s reach through the broadcaster’s OTT platform Toggle.

TotallyAwesome is looking to capitalize on growth in online video viewership that it found in its recent APAC Kids’ Digital Insights 2018 survey looking at kids ages six to 14. Of the kids surveyed, 77% said that they watch YouTube. However, the digital media company notes that children’s consumption of online video content is on the rise overall, and is not limited to YouTube—since TV viewing on tablets and mobile phones has also grown rapidly, with 42% of those surveyed saying they watch TV on devices. It also found that this format has a high co-viewing rate, with 72% of Asian/APAC parents saying they watch videos online together with their kids.

The service will be both COPPA and GDPR-K compliant, as kids data privacy and safety becomes an increasing concern in the region.

The launch of the platform comes as brands are increasingly trying to find new ways to get content noticed online, with several toy companies launching video content alongside toy releases, including Spin Master releasing a custom song and music video entitled Everyone’s Invited to create more buzz around its new Party Popteenies toy line.

TotallyAwesome, recognizing the power of influencers on these platforms, recently partnered with kid-safe social media platform PopJam and talent agency StarFish Kids to launch TotallyAwesome Squad, an incubator program for aspiring YouTubers in Australia.