Meevee, an Amsterdam-based children’s media company, will launch its preschool streaming-video platform on April 25 on iOS. Like most late-stage streaming-era entrants, Meevee professes to have a unique hook — and in this case, it’s true. That doesn’t mean it definitely makes a ton of business sense, however.
The Meevee platform is being pitched to families as “an alternative to endless, algorithm-driven screen time,” which is interesting because it is itself, quite literally, screen time. As previously mentioned, Meevee targets a preschool audience — specifically kids two to six — pretty much the only ages parents can (and should) be in sole control of their children’s screen time anyway.
Meevee is competing for screen time under the guise of being healthier, finite screen time, offering “intentional sessions built around children’s developmental needs.” It is a vague claim that sounds like countless other kids apps, but here’s the pitch: Meevee offers “clear beginnings and endings, helping children transition away from screens without conflict.”
Giving up the iPad “without conflict?” Mookee the Meevee monkey must be a miracle worker.
Meevee includes a parent companion app with “direct-to-parent chat for real-time communication and insights.” It also suggests off-screen activities for kids to continue their learning through play.
“It all began with a simple idea,” the Meevee website states. “What if screen time could end like a good story: softly, gently and without a single tear?”
How much would you pay to live in such a fantasy world? In this case, that’d be $6.99-$10.49 per month, depending on your plan. Be careful Meevee, if you work, you’re going to put yourself right out of business.
A child watches Meevee
Courtesy of Meevee
“Children today engage with content shaped by systems designed to maximize viewership,” said Mikey Casalaina, co-founder of Meevee. “With Meevee, we’re asking a different question: what would children’s media look like if it were designed to help kids get off the screen?”
“This is not about removing screens,” said D Alcausin, the other co-founder. “It’s about redesigning the experience around what’s actually good for kids. That means building a different system, built on different incentives.”
But, like, do you guys even have kids? I asked. Casalaina is a dad of two, ages five and eight. Alcausin does not have children of her own, but has two nephews (ages two and four) and a niece on the way.
