For nearly 30 years, the names Tinky Winky, Dipsy, Laa-Laa, and Po have been synonymous with children’s television. “The Teletubbies” has been captivating young audiences with its sing-song intro, but the role of these shows has transformed in the age of streaming. According to television expert Dean Koocher, who brought international kids’ shows like “Teletubbies” and “The Wiggles” to the Americas, the TV landscape was simpler back then. There were fewer options, with PBS, Disney, and Nickelodeon being the primary players. However, with the rise of streaming platforms and the accessibility to content, Saturday morning cartoons have transformed into everyday-anytime cartoons.
Kids represent a unique demographic for the entertainment industry, and their viewing habits make them exceptionally loyal consumers. Although age-specific advertising laws prevent companies from directly marketing to them in many cases, their preference for repetition of content ensures their loyalty. This loyalty is crucial for streaming services, as it helps acquire and retain subscribers. Peter Csathy, founder and chair of advisory firm Creative Media, explained that family-friendly content is essential for streaming services, as exhausted parents seek some downtime while their children enjoy screen time. Once kids are hooked on a show, they become steadfast viewers and prevent their parents from even considering canceling the subscription. This loyalty is invaluable for streamers as they navigate the competitive and cost-conscious streaming landscape.
Legacy media companies, such as Disney, Warner Bros. Discovery, Universal, and Paramount, have entered the streaming realm to compete with Netflix. Initially, high subscriber growth and future profitability satisfied investors. However, as ad revenue from linear TV continued to decline significantly, investors shifted their focus to immediate earnings growth. What sets kids’ content apart is that streamers don’t need a large library of it to keep children occupied. Young kids don’t mind repetition, unlike adults who move on to new shows once they have finished watching a season. Kids become obsessed with the franchises they love and will watch them repeatedly over a short period. This means streamers can curate a smaller collection of content to maintain their young viewers’ interest.
Despite the importance of family-friendly content, a study by the Parents Television and Media Council revealed that less than 15% of titles on major streamers are reportedly family-friendly. This disparity indicates that most major streamers have not fully embraced the significance of franchise family-friendly brands. Prioritizing such content would be a wise decision, as it caters to exhausted parents searching for quality programming for their children and provides a compelling reason for them to remain subscribed.
To meet the demand for kids’ content, streaming services have explored partnerships and licensing agreements with international production companies. Dean Koocher notes that children worldwide share similar preferences at a young age, making shows like “Bluey” (Australian), “Peppa Pig” (British), “Masha and the Bear” (Russian), and “Miraculous: Tales of Lady Bug and Cat Noir” (French) successful not only in their native countries but also in the United States. At the same time, classic shows like “Barney,” “Thomas the Tank Engine,” “Madeline,” and “Wallace and Gromit” continue to captivate young viewers on platforms like Kidstream, which specializes in providing enriching content to children aged 2 to 9.
As parents and caregivers seek more content and educational options for their children, the animation process can be accelerated with the help of artificial intelligence (AI). AI not only speeds up animation but also democratizes entry into the animation space. Peter Csathy believes that streamers will use generative AI to generate new kid programming faster and cheaper, although it may impact originality and quality. However, focusing on quality over quantity remains a priority for platforms like Kidstream, which aims to keep parents satisfied with their curated selection of content.
As the streaming industry evolves, Dean Koocher envisions the development of more niche channels that cater to specific customer segments. For example, platforms like Kidstream can super-serve parents of young children with age-appropriate content. Similarly, there is potential for niche channels dedicated to European crime dramas or specialized genres. These niche offerings further illustrate the adaptability and expansiveness of the streaming market.
The landscape of kids’ programming has undergone significant changes in the age of streaming. The accessibility to content has transformed everyday viewing patterns, and streamers recognize the importance of family-friendly content in acquiring and retaining subscribers. As the streaming industry continues to evolve, it is crucial for platforms to curate a selection of quality content that appeals to both children and parents. By embracing the significance of franchise family-friendly brands and leveraging artificial intelligence, streamers can continue to captivate young audiences and meet the growing demand for kids’ programming.
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