Common Sense Media
Common Sense Media is an American nonprofit organization founded in 2003 by civil rights attorney and Stanford professor James P. Steyer to equip parents, educators, and children with research-backed reviews, age ratings, and guidance on media and technology consumption.[1][2] The group conducts independent evaluations of over 40,000 items including movies, television shows, books, apps, games, and podcasts, assessing factors such as educational value, positive role models, violence, consumerism, and diversity representation to inform family decisions.[3] Its mission centers on fostering a healthier digital environment by promoting high-quality content, bridging the digital divide through connectivity initiatives, and teaching digital citizenship skills to mitigate risks like privacy erosion and excessive screen time.[1] Beyond reviews, Common Sense Media develops K-12 curricula on digital literacy and citizenship, adopted in all 50 U.S. states and influencing global education, while its research has shaped policies including enhancements to the Children's Online Privacy Protection Act (COPPA) and state privacy laws.[3] The organization advocates for tech accountability, equitable access during events like the COVID-19 pandemic—contributing to federal broadband expansions—and hosts annual awards recognizing creators who prioritize children's well-being.[3][4] Funded primarily by foundations such as the Bezos Family Foundation and Bloomberg Philanthropies, along with individual donors and media partnerships, it claims nonpartisan independence but draws scrutiny for leadership ties to progressive causes and ratings perceived by critics as ideologically slanted, such as overly permissive on certain social themes or reductive in evaluating content nuance.[5][6][7]
History
Founding and Early Development (2003–2010)
Common Sense Media was established in 2003 by James P. Steyer, a civil rights attorney, Stanford professor, and former chairman and CEO of the educational media company JP Kids, to equip parents, educators, and families with independent, research-backed assessments of media content's impact on children.[8] [6] The organization's initial mission centered on reviewing and rating media—including books, films, television programs, video games, apps, music, and websites—for factors such as age-appropriateness, positive and negative messages, role models, and educational value, thereby addressing parental needs in an era of expanding digital and broadcast media access.[1] This launch coincided with Steyer's publication of The Other Parent: The Inside Story of the Media's Effect on Our Children, which argued that media serves as a pervasive influence akin to a "second parent" shaping youth values, learning, and behavior.[3] In its formative years, Common Sense Media prioritized developing a robust catalog of user and expert reviews to foster informed decision-making, while conducting early research on media consumption patterns among youth, including the rising prevalence of cell phones and online platforms by the mid-2000s.[3] The nonprofit operated as a 501(c)(3) entity, relying on donations and partnerships to expand its reach without commercial affiliations that could compromise review independence.[3] By emphasizing empirical data on media's role in cultural and cognitive development, the organization positioned itself as a nonpartisan resource amid debates over screen time and content regulation.[9] A key milestone occurred in 2008 with the introduction of the Digital Literacy and Citizenship Curriculum, a free program for K-12 educators designed to teach students responsible technology use, online safety, and ethical digital behavior; it achieved adoption in over 5,000 schools within its first year, marking an early shift toward proactive educational tools beyond mere reviews.[3] Through 2010, Common Sense Media continued building its review database and parent advisory resources, culminating in collaborations such as the integration of its ratings on major retail platforms, which amplified visibility for family-oriented media guidance.[7]Growth and Expansion (2011–Present)
In 2011, Common Sense Media established its dedicated research program to generate independent data on children's media use, marking a shift toward evidence-based advocacy and informing subsequent policy efforts.[10] This initiative built on earlier surveys, such as the inaugural Zero to Eight media census, and expanded to track trends like the rise in mobile device ownership among young children, which increased from 8% tablet ownership in families with kids under 8 in 2011 to 40% by later reports.[11] Concurrently, the organization launched national campaigns, including a 2011 partnership with Comcast for the "Power to the Parent" awareness effort on media impacts, which aired TV spots and resources to guide family discussions.[12] By 2012, Common Sense Media introduced Digital Citizenship Week, the first nationwide event to promote online safety and respectful behavior, evolving into annual programming adopted by schools across all 50 states.[13] This period saw curriculum expansions, including the acquisition and integration of CyberSmart! resources to bolster K-12 digital literacy tools, alongside the publication of CEO Jim Steyer's Talking Back to Facebook, which critiqued social media's influence on youth.[14] The review library grew substantially, surpassing 40,000 entries by 2021, covering apps, games, and streaming content to address surging media consumption—tweens averaged 5 hours 33 minutes daily by 2021, up from 4 hours 36 minutes in 2015.[3] Partnerships proliferated with foundations and corporations, funding initiatives like anti-cyberbullying pledges and digital equity programs, while advocacy influenced updates to laws such as COPPA.[15] Financial and operational expansion reflected program scaling, with historical expenses rising steadily over two decades to support broader reach, including global resources and tools like Graphite for educators.[10] In recent years, focus shifted to emerging technologies; by 2023–2024, the organization extended reviews to AI tools and virtual reality, amid reports showing 40% of 2-year-olds owning tablets and increased gaming time.[16] Digital citizenship curricula reached high adoption rates, such as 76% of North Carolina schools, underscoring sustained institutional integration despite challenges like the digital divide affecting over 15 million U.S. students during the COVID-19 era.[3]Organizational Structure and Funding
Leadership and Governance
Common Sense Media operates as a 501(c)(3) nonprofit organization, governed by a board of directors that oversees strategic direction, financial accountability, and executive leadership.[17] The board consists of approximately 49 members drawn from business, academia, philanthropy, and public policy, including figures such as Chelsea Clinton, vice chair of the Clinton Foundation; Thomas Steyer, founder and president of NextGen America; and Vivek Murthy, former U.S. Surgeon General.[18] This composition reflects expertise in media, technology, education, and child welfare, with several members holding affiliations to major corporations like Zillow, TPG Capital, and the San Francisco Giants, as well as academic institutions including Harvard University and Stanford University.[18] James P. Steyer founded the organization in 2003 and has served as chief executive officer since its inception, guiding its expansion into media reviews, educational tools, and policy advocacy.[19] In January 2025, Ellen Pack was appointed co-CEO, marking a leadership evolution to support the nonprofit's growing initiatives in digital citizenship and AI-related child safety.[20] The executive team reports to the board and includes key roles such as chief financial and administrative officer (David Kuizenga), chief content officer (Jill Murphy), and chief advocacy officer (Danny Weiss), responsible for operational execution across content, programs, and policy efforts.[19] Governance adheres to standard nonprofit practices, with the board providing fiduciary oversight as documented in annual IRS Form 990 filings, which detail revenue exceeding $24 million and assets over $40 million as of recent years.[17] No public bylaws or internal governance policies beyond privacy and ethical review guidelines are prominently disclosed, though the organization maintains editorial advisory boards for content standards and partners with external experts for research rigor.[21] The board's diverse yet predominantly progressive-leaning affiliations, including multiple Democratic political figures and advocates, have shaped advocacy priorities like social media regulation, though critics argue this may introduce ideological biases in ratings and policy recommendations.[6]Funding Sources and Financial Overview
Common Sense Media, a 501(c)(3) nonprofit organization, derives its funding from a mix of philanthropic contributions, program service revenue, and other sources. Philanthropy, encompassing foundation grants and individual donations, constituted approximately 47% of total revenue in 2024, with foundations historically accounting for nearly 40% of the annual operating budget through support from national, corporate, family, and local entities.[22][15] Key foundation partners include the Anschutz Foundation, Arthur M. Blank Family Foundation, Ballmer Group, Bezos Family Foundation, Bloomberg Philanthropies, and Carnegie Corporation of New York, among others.[5] Additional revenue streams encompass licensing fees for ratings, reviews, and educational content distributed via corporate partners such as Apple TV, Comcast Xfinity, and Target.com, as well as affiliate commissions from links to platforms like Amazon and iTunes.[15] In fiscal year 2023, total revenue reached $33,991,589, comprising contributions and grants of $21,664,574 (63.7%), program service revenue of $12,135,470 (35.7%), and investment income of $743,184 (2.2%).[17] Expenses for the same year totaled $30,433,023, resulting in a net surplus and net assets of $33,756,810, with total assets at $44,307,126.[17] By contrast, 2022 saw revenue of $24,617,693 against expenses of $31,200,278, yielding a deficit and net assets of $30,198,236.[17] These figures reflect growth in program-related income, which includes fees from media licensing and educational services, alongside philanthropic support that has enabled expansion in advocacy and research initiatives.[17] The organization maintains an operating reserve to buffer against revenue fluctuations, supported by in-kind contributions such as pro bono legal and consulting services.[15]Media Review Services
Review Methodology and Ratings Criteria
Common Sense Media's reviews are conducted by a team of trained expert reviewers, including specialists in child development, media literacy, and education, who screen and evaluate media content using a standardized, research-based framework developed in consultation with developmental experts.[23] The process begins with initial screening by editors or reviewers to assess suitability, followed by detailed analysis addressing specific evaluative questions for each category, with final editorial revisions to ensure consistency and accuracy before publication.[23] Reviews emphasize independence, with no influence from media creators, advertisers, or funding partners, though the organization's advocacy positions may inform broader contextual commentary.[23] Age ratings specify the youngest recommended age from 2 to 18, determined by aligning content elements—such as violence intensity, sexual content, or scary imagery—with child developmental milestones in cognitive, emotional, and social domains.[23] These ratings incorporate external benchmarks like MPAA classifications for films but prioritize internal guidelines over them when discrepancies arise, focusing on potential impacts like fear responses in younger children or mature themes' effects on adolescents.[24] For digital media like apps, ratings also consider legal factors such as COPPA minimum ages and privacy risks.[25] Overall quality is assessed via a 5-star scale, where 5 stars denote exceptional works excelling in narrative depth, character authenticity, and positive messaging; 4 stars indicate strong recommendations with minor flaws; 3 stars reflect average fare suitable for the rated age; 2 stars highlight notable weaknesses; and 1 star signals avoidance due to poor execution or harmful elements.[23] Star ratings evaluate artistic merits like pacing, dialogue realism, and production values, alongside representational accuracy to counter stereotypes, with higher scores for media promoting diversity without tokenism.[24] For television, engagement and educational integration weigh heavily, while apps emphasize usability and skill-building potential.[26][25] Content-specific criteria are rated on a 0-5 scale (often visualized as dots or bars) across standardized categories to quantify risks and benefits:- Positive Messages: Extent to which content promotes values like empathy, resilience, or ethics.
- Role Models: Quality of characters as behavioral exemplars, penalizing glorification of negative actions.
- Diverse Representations: Inclusivity and avoidance of biased portrayals across race, gender, and ability.
- Violence & Scariness: Frequency, graphicness, and psychological impact of aggressive or frightening elements.
- Sex, Romance & Nudity: Depictions of intimacy, innuendo, or exposure, assessed for age-relevance.
- Language: Profanity levels, from mild slang to intense slurs.
- Products & Purchases: Presence of branding, ads, or consumerism encouragement.
- Drinking, Drugs & Smoking: Normalization or consequences shown for substance use.