Parenting startup Parentlane has produced videos imparting pre-school skills on its platform. "Our research shows that 47 percent time spent on screen for kids under the age of 3 and 45 percent of screen time for kids above 3 years of age is used in brain development activity and learning. While parents are not too keen on their children using the mobile phone, those pre-schoolers who consume video content, tend to get a better grasp," said Vijay Anand MV, co-founder, Parentlane.

The need from parents is being capitalized by content providers, who are partnering with video apps to create content for pre-schoolers. ChuChuTV, has partnered with Skoolbo, a learning media company, to roll out a new offer to parents of preschool children. Mathematics, languages, science, geography, music and art for preschool children will be rolled out in a dedicated YouTube channel and complimentary web subscription and app. "Right from the start, we have been keen on providing education through videos. We are providing a subscription-based model to help parents teach kids through videos," said VinothChandar, co-founder, ChuChu TV. OTT (over-the-top content) platforms, which forayed into the kids section close to 18 months ago are now betting big on educational content. "We are increasing educational videos on our platform. Close to 18 months ago, in the kids section, 8 out of every 10 videos catered to comedy or silly cartoon shows, but now we see close to 50 percent of the videos about good habits, science or the alphabet," said Abhesh Verma, CEO, NexGTV. – TOI