Kids content on streaming is king as media companies chase profits
The cartoon characters from the children’s show “Bluey” are exhibited on 4 October 2023 during the European brand undergraduate European event in Excel in London.
John Keeble | Getty Images News | Getty Images
In the war between the flow services to catch and keep subscribers, children’s shows such as “Cocomelon” and “Bluey” become strong tools to help win the war.
Detecting customers proved to be one of the biggest obstacles in the accumulation of flow. When Netflix In 2022, reported subscriber losses sent a fluctuation effect through the sector, and media companies began to lean on advertising and other business models to focus on profitability.
By the way, companies Warner Bros. Discovery And Disney The subscriber has been vocal about the need for quality content to ensure its growth. Children’s programming offers a unique value proposal for the flow equation: it is cheaper and longer lasting than other content forms.
“The content of the children takes a large amount of aims, because the children are watching over and over again. They never get tired.” He said.
Mayer said that reducing the complex, which is an industry jargon for customer losses, is the most important factor in improving the economy of flow services, and is more than earning new subscribers or earning income from these customers.
Mayer, “If you shake, if you lose the subscribers, your upper line is decreasing. You should spend marketing dollars to renew the missing subscribers or to renew new ones.” He said.
Children tend to watch shows and movies and are shown in the data. Di Cocomelon was initially “Cocomelon” at Netflix, the children watched the same episodes many times, Nielsen said Brian Fuhrer, Vice President of Product Strategy and Thought Leadership.
According to an Nielsen, Disney+Disney+154 animated Australian hit series “Bluey” section, in the first half of 2025 more than 25 billion minutes viewed report It was released in July.
According to Nielsen, children’s films generally use the box office and have been the most fluid titles this year. Disney’s “Moana”, the most published film in history and “Moana 2” Nielsen’e Nielsen’e 7.2 billion monitoring minutes since the release of Disney+ in March.
Live Sports and Hit TV series are generally known for drawing the largest viewers and using short -term subscriber additions for pennants, but services with strong portfolios of child content offer parents a reason to adhere to longer -term subscriptions.
The fourth quarter video trends report from TIVO found that approximately 4,500 survey participants in the US and Canada use 13.6 services compared to 8.2. In general, the report from the fourth quarter of 2024 has found that the participants had an average of 9.9 services from 11.1 the previous year. Tivo’s report found that people have left flow applications due to lack of use rather than higher pricing.
Meanwhile, children from school in the summer months, according to the last Nielsen in June, both flow and TV use to increase the use of TV. report. The total use of TV between the ages of 6-17 increased by 27% compared to the previous month and the flow was 66% of the total time spent by TV in June.
For media companies, the strategy changes in using the child’s content as a means of holding. Disney, Paramount Global And Netflix is among the flow services with deep libraries of the children’s content. However, WBD, most importantly, took back the kind of back to the “Sesame Street” with the decision to leave the flow rights.
The new season of the iconic Children’s Show will be broadcast on Netflix this year and will be followed for two more seasons. Meanwhile, new “Sesame Street” sections will be presented on PBS Kids and Youtube channel.
Netflix reported that children and family content represents 15% of the total view of the company.
Some of the wider media strategy means merging with the biggest competitor of the traditional media industry – AlphabetYoutube.
Youtube is rising
Child cowboy is still an episodic.
Courtesy: Nickelodeon
Even Netflix, whose flow -raising flow of the media industry, is faced with the fact that youtube is a social media platform. The flow of flow on the TV screen.
According to Nielsen, Youtube constantly attracts the highest TV view of all flow platforms. As of June, Nielsen reported that Youtube constitutes 12.8% of the overall flow on TV and exceeded Netflix and Disney+. In total, the flow audience has exceeded the broadcast and cable TV.
“I can say that YouTube is part of everyone’s media strategy,” Andy Heyward, a long -term media manager and cardon Studios CEO in the children’s television industry. “He consumes Youtube more than anything else. But there are so many things there, you are very, very unique to rise above.”
The Youtube strategy was thought to be later for many media companies, but since then it has changed, Warner Bros. As a former administrator in Discovery, he founded Maharix Insights, a research and strategy company that pioneered generation research.
“If you’re not on Youtube, you don’t exist for children,” Raven said. “Eye spheres are here.”
In response, traditional media companies work with clips with clips from certain content and TV networks with clips and even more and more “close partners” with Youtube, which creates shows for the platform.
“We certainly know that some partners think of Youtube as the engine of discovery. He said.
In a statement to a Disney spokesman CNBC, Disney’s content for Youtube serves to complete its long -shaped series on Disney+ and to fuel a deeper interaction with its characters and stories.
According to a spokesman from Nickelodeon, most cable TV networks, Paramount gives the programming program to the programming program by helping to establish Paramount+ as one of the fastest growing flow services. Franchisees such as “Paw Patrol”, “Spongebob Squarepants” and “Dora The Explorer” were particularly successful.
Even at this depth of children’s programming, paramount released The original animation series “Kid Cowboy” is only on Youtube.
“We know that many of our partners really do not build big Youtube channels. He said.
Kokomelon Crossover
Kokomelon.
Courtesy: Netflix
Meanwhile, traditional media companies are looking for Youtube for new content forms to add to their platforms. In recent years, content manufacturers that started on YouTube have signed license agreements with the best flow services.
“We want to do business with the best creators on the planet,” we want to do business with the best creators on the planet. He said.
“Kokomelon” stands out in particular.
The animation series was caused by Youtube and still reached most of its viewers, but when Netflix received a subset of its content in 2020, it was a support for the audience of Netflix.
Nielsen’s top 10 purchased title list appeared a total of 179 times and made 155 consecutive matches in the ranking. However, last September 2024 was on the list.
Despite the slowdown in the audience, “Cocomelon” managed to make a new subscription flow with Disney+ this year, according to people who know the subject that refused to talk to the public in special negotiations. Disney, Netflix’i 2027 starting from the rights of the program more than the right and Netflix avoided offering a higher bid, he said. One of the people said Netflix refused to renew the “Kokomelon” license because of the decline in the audience.
Netflix saw that the watches spent to display “Cocomelon” have dropped about 60% until the end of 2024 when it began to release the participation data from the beginning of 2023.
A Disney spokesman said that “Cocomelon” continues to be the best place for preschool children and that the show fits the preschool ecosystem smoothly and supports the interaction and holding of the young audience with the key driving force of platform health.
Although he left “Cocomelon”, Netflix is still investing in the children’s content. Earlier this year, Netflix added the contents of a YouTube creator and “Mrs. Rachel”, which is a Youtube creator and preschool content, which began to walk with the same name with approximately 16 million subscribers.
In the series Netflix’s best 10 According to the company, most of them followed “shows” for 17 weeks.
“There are some creators like Ms. Rachel on Youtube.” He said. “If you have just seen the engagement report, in the first half of 2025 Netflix received 53 million opinions. So it works clearly on Netflix.”
