Maka Kids is redefining kids’ screen time with a streaming app optimized for well-being, not engagement

In a world where children's media is often dominated by flashy animations and continuous engagement, Maka Kids is taking a bold step in a different direction. This startup is developing a streaming application specifically for children aged zero to six, focusing on their overall well-being rather than sheer watch time. Recently, Maka Kids secured $3 million in seed funding to enhance its platform and has opened a waitlist for interested families. Unlike conventional streaming services, Maka Kids intentionally avoids recommendation algorithms, advertisements, and auto-play features. Instead, it aims to provide a stable environment that fosters learning, creativity, and emotional development. Founders Isabel Sheinman and Tanyella Leta previously established Nabu, a non-profit that distributed children's books to over 15 million kids in 26 nations. Their partnership began in 2013 through a mutual friend, rooted in shared backgrounds in education and entrepreneurship, which inspired both Nabu and their current venture, Maka Kids. The inception of Maka Kids arose from conversations with parents expressing concern about the impact of screen time on their children. In response, the founders conducted extensive user interviews, ultimately shaping their solution: a streaming service centered around children's well-being. "Parents were overwhelmed trying to navigate the complexities of screen time, while the media landscape became increasingly chaotic and algorithm-driven," Sheinman explained. "We realized we could provide the relief parents desperately needed." Every piece of content on Maka Kids undergoes evaluation through the innovative Maka Imprint, a developmental framework developed over two years in collaboration with experts from the Yale Child Study Center. This framework assesses seven key areas of early childhood development, including language skills, emotional intelligence, and creativity, based on more than 650 developmental indicators. The startup collaborates directly with content creators and studios to produce original programming, ensuring that each show is crafted with careful consideration of pacing, stimulation, and narrative. Maka Kids emphasizes the significance of storytelling as a developmental tool. “The right story can enhance language development and emotional regulation,” Leta stated. “Unfortunately, many existing platforms prioritize adult engagement over the needs of children, often treating kids’ content as an afterthought.” Parents using the app can create profiles for their children, selecting channels that focus on themes like kindness, STEM education, and emotional regulation, while setting preferred viewing durations. Content is curated to align with these preferences, and transitions out of screen time are designed to be gentle, with cues from characters to help children adjust. Currently, Maka Kids is running a private beta on iOS and plans for a public launch this fall, with features optimized for iPhone and iPad, including AirPlay support. The startup has already garnered a significant waitlist of families eager to join. The app will operate on a subscription model at $11.99 per month, with a discounted annual option available. The recent funding will be utilized to expand their library of vetted content. Looking to the future, Sheinman envisions Maka Kids becoming a trusted resource across all digital experiences for children. "We aim to establish a standard that developers can rely on to create products that genuinely benefit kids and their families," she said. “The children’s digital landscape deserves a trustworthy foundation, and that’s our mission.”