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Cartoon characters from the Bluy children’s show are displayed during a brand licensing event in Europe in Excel, in London, October 4, 2023.
John Kible | Getty Images | Gets the image
In the battle between the services of streaming and preserving subscribers, children’s shows such as “Cocochelon” and “Bluy”, become powerful tools that help win the war.
Customer storage turned out to be one of the biggest obstacles in the construction of the flow. If Netflix It was reported to the subscriber’s loss in 2022, he sent pulsation The impact through industry and media companies began to lean towards advertising and other businesses to focus on profitability.
Meanwhile companies like Opening Warner Bros. and Dysne were voice About the need for quality content to stimulate the subscriber’s growth. Children’s programming offers a unique proposal to equalize the streaming substance: it is less expensive and has more durability than other forms of content.
“The content of children leads to a huge number of engagement because the children look it over and over and over again. They never get tired,” said Kevin Mayer, Candle Media co-chairman, who owns Moonbug, Hit Kids distributor, such as “Cooselon” and “Blippi”.
Mayer noted that the decline in Clurn – the jargon industry for customer losses – is the most significant factor in improving the economy of streaming services, the more than getting new subscribers or making a profit from these customers.
“When you beat, you lose subscribers, your top line diminishes. You have to spend marketing dollars to replenish either re-market to lose subscribers or find new ones,” Mayer said.
Children tend to repeat the show and movies, and it shows in the data. When Netflix had only one Cocochelon season, the children looked at the same episodes several times, said Brian Furrer, Senior Vice President of Products Strategy and Leading in Nielsen.
In 154 episodes of the animated Australian hit “Bluy”, which is held on Disney+, in the first half of 2025 views more than 25 billion minutes, Nielsen reports report released in July.
According to Nielsen, children’s films are in general control both rental and many main titles. “Moana” Disney – the most streaming film in history and continuation “Moana 2”, conducted 7.2 billion views because it was released in Disney+ in March, on Nielsen.
Live and hit series are often attributed to drawing the largest audience and the involvement of short-term supplements for stretch marks, but services providing strong portfolios of children’s contents suggest that parents follow a longer term, CNBC industry analysts have informed.
The Tivo Fourth Trends report showed that of almost 4,500 respondents in the US and Canada, those who have children use 13.6 services compared to 8.2 for those who do not have. Overall, the report from the fourth quarter of 2024 found that the respondents on average had 9.9 services, which is compared to 11.1 in the previous year. The TIVO report shows that people dumped streaming applications from a lack of use rather than higher pricing.
Meanwhile, children who are home from school in the summer helped record both streaming and using TV in June, according to recent Nielsen report. The total use of TVs among 6-17-year-old children increased by 27% compared to the previous month, and the streaming transfer was 66% of the total time spent with the TV in June.
The strategy for media companies varies when it comes to using children’s content as a content tool. Disney, Paramount Global And Netflix is one of the streaming services with deep children’s content libraries. WBD, however, retreated from the genre, first of all, with the decision to abandon the rights to the “mes”.
A new season of iconic children’s shows will liberated In Netflix later this year, two more seasons. Meanwhile, the new episodes “Sesame Rate” will also be available on PBS Kids and its YouTube channel.
Netflix reports that the maintenance of children and family is 15% of the company’s total viewing.
Part of the broad media strategy also meant the unification of forces with the largest competitor of the traditional media industry – Alphabet‘s YouTube.
YouTube Rising
Toddler cowboy -episodic.
Courtesy: Nickelodeon
Even Netflix, streaming Jangerout, who overcame the media industry, is facing reality that there is a social media platform prevail Stream on the TV screen.
According to Nielsen, YouTube consistently pulls the highest television viewers between all streaming platforms. As of June, YouTube made 12.8% of the total broadcast on TV, surpassing Netflix and Disney+, Nielsen reports. Overall, streaming viewer exceeded broadcast and cable television.
“I would say that YouTube is part of all media strategy,” said Andy Hayward, a long -time head of the media in the children’s television industry and Kartoon Studios CEO. “More children consume YouTube than anything else. But there are so many things that you need to be very very unique to rise above.”
YouTube’s strategy has previously been an idea for many media companies, but has since changed, according to Alexei Reven, who led research generations as a former Warner Bros. Discovery and has since been founded in Maverix Insights’ scientific and strategy.
“If you’re not on YouTube, it’s like you don’t exist for children,” the crow said. “That’s where the eyeballs.”
In response, traditional media companies are increasingly working “as close partners” from YouTube – creating and overseeing YouTube channels with clips from specific content and television networks, and even creating a show for a platform only, Katie Kurtz said, global Youth leader and training on YouTube.
“I think we definitely know that some partners think about YouTube as a severity engine. They want to make sure they meet with users where they are, and so they are on YouTube as a way to connect with viewers,” Kurtz said.
Disney content produces for YouTube to supplement its series long forms on Disney+ and fuel more deeply with its characters and stories, Disney CNBC said.
The paramoint attributes its children’s library as a help to install Paramount+ as one of the fastest-growing streaming services, according to the spokesman-large part of which comes from the cable television network Nickelodeon. Franchises such as “Paw Patrol”, “Spongebob Squarepants” and “Dora The Explorer” were especially successful.
Still even with such depth in children’s programming, Paramount earlier this year liberated The original animation series “Kid Cowboy”, exclusively on YouTube.
“We also know that many of our partners are not just building big YouTube channels. They also think about creating truly wonderful next -generation heroes, and some of them first suggest YouTube,” Kurt said, calling “Kid Cowboy” as an example.
CocComelon Crossover
Kokamelon.
Courtesy: Netflix
Meanwhile, traditional media companies are also looking for YouTube for new forms of content to add to your platform. In recent years, the content manufacturers who have started on YouTube have signed licensed transactions with leading streaming services.
“We want to do business with the best creators on the planet, regardless of where they come from,” said Netflix co-chairman Ted Sarandos during a call on Thursday with investors.
“Kocamelon”, in particular, stands out.
The animated series emerged on YouTube and still reaches most of its viewers, but when Netflix acquired its contents in 2020, it was an incentive for Netflix viewers.
It appeared on the list of the top 10 names Nielsen 179 times, and 155 consecutive performances. However, it was the last on the list in September 2024.
Despite the slowdown slowdown, Cocomelon managed to make a new subscription that broadcast home with Disney+ this year, according to people who have refused to speak publicly at private negotiations. Disney has overcome Netflix for the program rights since 2027, and Netflix abstained from a higher rate, people said. Netflix has refused to resume the Cocochelon license because of the decline, one of the people said.
Netflix saw that the hours spent on Cocochelon view decreased by almost 60% since the beginning of 2023 – when it started to produce engagement data – by the end of 2024.
Disney spokeswoman said Cocochelon remains the main place for preschool children, adding the show fits easily into its preschool ecosystem and maintains interaction and content with a young audience, which is a key platform engine.
Despite the “Cocochelon” release, Netflix is still invested in the content of children. Earlier this year, Netflix added the contents of “Ms. Rachel”, which programs from the creation of the eponymous YouTube Creator and preschooler, whose channel has almost 16 million subscribers.
The series was in 10 best Netflix According to the campaign, the majority viewed the “show” worldwide for 17 weeks.
“YouTube has some creators, such as Ms. Rachel who are great,” Saranandos said on Thursday. “If you just saw in the engagement report, she had 53 million views in the first half of 2025 at Netflix. So she is clearly working on Netflix.”
