Meevee, an Amsterdam-based children’s media company, will launch its video streaming platform for preschoolers on April 25 on iOS. Like most participants in the late-stage streaming era, Meevee claims to have a unique appeal — and in this case, it’s true. That’s not to say it definitely makes a lot of business sense.
Meevee is pitched to families as an “alternative to endless, algorithm-driven screen time,” which is interesting because it is, quite literally, screen time in itself. As mentioned earlier, Meevee is aimed at a preschool audience — specifically two- to six-year-olds — pretty much the only ages at which parents can (and should) single-handedly control their kids’ screen time anyway.
Meevee competes for screen time under the guise of being healthier, limiting screen time, and offering “intended sessions based on children’s developmental needs.” It’s a vague claim that sounds like countless other kids’ apps, but here’s the deal: Meevee offers “clear beginnings and endings, helping kids stay away from screens without struggling.”
Giving up your iPad “without a struggle?” Mookee the Meevee monkey must be a miracle worker.
Meevee includes a parent companion app with “live chat with parents for real-time communication and insights.” It also suggests off-screen activities for children to continue their learning through play.
“It all started with a simple idea,” says Meevee’s website. “What if screen time could end like a good story: quietly, gently, and without a single tear?”
How much would you pay to live in such a fantasy world? In this case, that would be $6.99 to $10.49 per month, depending on your plan. Be careful, Miffy, if you work, you’ll put yourself right out of business.
“Kids today interact with content shaped by systems designed to maximize viewership,” said Mickey Casalaena, co-founder of Meevee. “With Meevee, we’re asking a different question: What would kids’ media look like if it was designed to help kids stay away from the screen?”
“It’s not about removing screens,” said Dr Alcosin, 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 even have kids? I asked. Casalena is the father of two children, ages five and eight. Alkosin has no children, but she has two nephews (ages 2 and 4) and a niece on the way.
