Kids content on streaming is king as media companies chase profits

In the battle between broadcasting services to capture and preserve subscribers, children’s offers like “Cocomelon” and “Bluey” have become strong tools to help win the war.

Customers’ preservation has proven to be one of the biggest obstacles in building broadcasting. when Netflix The subscriber’s losses were reported in 2022, sent a ripple The influence through industry and media companies began to rely on commercial models and other business models to focus on profitability.

At the same time, like companies Discovery Warner Bruce and Disney She was Vocal About the need for content quality to push joint growth. Children’s programming offers a unique proposal to the broadcasting equation: it is less expensive and has more longer than other content.

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Mayer said that the reduction of Churn – industrial terms for customer loss – is the most fundamental factor in improving broadcasting economics, even more than obtaining new subscribers or achieving revenues from these customers.

Mayer said: “If you get involved, you are losing the subscribers, then your higher line is diminished.

Children tend to repeat watching shows and movies, and appear in data. “There was only one season of” Cocomelon “on Netflix, children saw the same episodes several times.

There were 154 episodes of the Australian animated series “Bluey”, which flows on Disney+, more than 25 billion minutes in the first half of 2025, according to Nelsen. a report Issued in July.

Children’s films in general were driving the box office and many broadcast titles this year, according to Celseen. “Moana” from Disney is the most flowing movie in history and completion, “Moana 2,” has 7.2 billion minutes of watching since its release on Disney+ in March, for each Nielsen.

Live series and TV series are often attributed to attracting the largest fans and leadership of subscribers’ short -term additives, but services that are characterized by strong governors of children’s content provide parents a reason to adhere to the long -term subscriptions.

The video trend report in the fourth quarter of TIVO found that among nearly 4,500 respondents to survey in the United States and Canada, those who have children uses 13.6 services compared to 8.2 for those who do not have. In general, the report issued by the fourth quarter of 2024 found that the respondents were on average 9.9 services, a decrease from 11.1 in the previous year. The TIVO report found that people were dropping broadcast applications due to non -use instead of high pricing.

Meanwhile, children at home from school during the summer helped increase broadcasting and television use in June, according to the last Nielsen. a report. Total use of TV among children between the ages of 6 and 17 increased by 27 % compared to the previous month, and broadcasting 66 % of their total time on TV in June.

The strategy of media companies is different when it comes to the use of children’s content as a tool for retaining. Disney, Paramount Global Netflix is among the broadcasting services with profound libraries for children’s content. However, WBD has retracted this type, most notably its decision to abandon broadcasting rights to “Sesame Street”.

The new season of the iconic children will be Absolute On Netflix later this year, with two other seasons to follow up. Meanwhile, the new “Sesame Street” episodes will also be available on PBS Kids and YouTube.

Netflix reported that the children’s and family content represents 15 % of the company’s total viewing.

It has become part of the broader media strategy also means joining the largest competitor to the traditional media industry – alphabetYouTube.

Even Netflix, the flowing tyrant who raised the media industry, faces the fact that the social media platform is on YouTube Hegemony Flow on TV.

YouTube constantly pulls the highest TV scenes among all broadcasting platforms, according to Nielsen. As of June, YouTube accounted for 12.8 % of the total broadcast on TV, bypassing Netflix and Disney+, Nielsen said. In total, viewers flow They exceeded Broadcast and cable television.

“I would like to say that YouTube is part of the media strategy for all,” said Andy Hyouard, CEO of the media for a long time in the children’s TV and CEO of Kartoon Studios. “More children consume YouTube more than anything else. But there are a lot of things that are very unique in the above.”

YouTube strategy used to be a late idea for many media companies, but this has been changed since then, according to Alexia Raven, who has led generations research as a former executive director of Warner Bros Discovery and since then he has co -founded MAVERIX Insights.

“If you are not on YouTube, it seems as if you are not present for children,” said Ravin. “This is where the eyes are located.”

In response, traditional media companies are increasingly working as “the best close partners” with YouTube – creating YouTube channels and promoting them with clips of specific content and television networks, and even creating offers for the platform only.

“I definitely know that some partners think about YouTube as the discovery engine. They want to make sure they are met with users where they are, and therefore they are on YouTube as a way to communicate with the masses.”

A Disney spokesman told CNBC that Disney’s content for YouTube works to complete his long series on Disney+ and Fue Beater with his characters and stories.

Paramount attributes its library of children’s programming as it helps to create Paramount+ as one of the fastest broadcasting services, according to a spokesman-many of which comes from the Nickelodeon cable network. The privileges such as “PAW PATROL”, “SpongeBob SquarePants” and “Dora the Explore” were particularly successful.

It is still even with this depth in children’s programming, Paramount earlier this year Absolute The original animation series, “Kid Cowboy”, exclusively on YouTube.

“We also know that many of our partners are not just building large channels on YouTube. They are also thinking about building the next generation of characters, and some of this involves being on YouTube first.”

The series was in Best 10 from Netflix Most “offers” watched globally for 17 weeks, according to the company.

“There are some creators on YouTube like Mrs. Rachel very suitable,” Sarandos said in a call on Thursday. “If you just see in the post report, I got 53 million views in the first half of 2025 on Netflix. So it is clearly working on Netflix.”