Simple internet videos 'unboxing' children's toys and confectionery are attracting millions of viewers worldwide, earning some entrepreneurs a hefty income. However, their popularity has experts worried about potential impacts on children.
Data from Tubular Labs shows these clips have attracted close to 15 billion views in the past 18 months on YouTube. Sydney parent Brett Kennedy said his three-year-old son Finn loves watching them, describing the appeal as 'Christmas every day'.
One of the most popular producers is a US-based woman whose site reportedly earned close to $US5 million ($6.8 million) from advertising last year. But the unboxing market is tough to crack, with no obvious formula for success.
Californian animator Susie Ellis, who produces unboxing videos, said it is hugely competitive because there are far more YouTube channels for children than regular TV channels. She noted that those in it for money may wait one to two years before seeing any income.
Australia plays a small but significant role, with an Adelaide-based couple operating FluffyJetProductions, ranked sixth in the world. Their channel's videos were viewed nearly 56 million times in June 2015, with one clip viewed over 131 million times. Social Blade estimates the site earns between $196,000 and $3.1 million a year.
Psychologist Justin Coulson expressed concern about the impact of these clips on developing minds, questioning if they create anticipation and joy without actually having anything to hold.
