Youngest demographic of streaming platforms' users are illiterate
Streaming services have discovered a golden nugget in children's programming, with shows like "Bluey" driving consistent viewership, high engagement, and substantial revenue.
Children's content encourages habitual, repeat viewing, creating a reliable baseline of engagement that helps streaming services maintain steady subscriber retention. Companies like Moonbug Entertainment have built multi-platform presences with preschool IPs such as CoComelon and Blippi, demonstrating consistent audience interest and content use across time and platforms.
High-quality children's programming fosters emotional connections and often combines entertainment with educational value, enhancing emotional resonance and loyalty. Shows like "Bluey" exemplify the power of localized, emotionally rich storytelling that captivates kids and parents alike, increasing time spent on the platform and viewer satisfaction.
From a revenue perspective, children’s content contributes significantly to streaming platforms' income not only through subscriptions but also by enabling ancillary products such as toys, games, and licensing deals. The vertical integration into IP empires, illustrated by companies like Mattel and Spin Master, enriches revenue streams beyond mere content monetization on the platform.
As streaming services shift toward ad-supported models, children's programming can attract family-friendly advertisers, further boosting platform revenue. The overall global children’s entertainment market surpassed $180 billion recently, highlighting its vast economic importance.
Disney+ continues to invest in both core IP and licensed hits, with titles like "Bluey, Frozen, and Moana 2." "Bluey" has more than 20 partners in the UK and a long runway across North America and EMEA, reaching 40 million people weekly in 17 languages. The BBC's commercial arm hit record revenues of £2.2 billion in 2024/25 due to the success of "Bluey."
Kids' content drives a lot of engagement because children watch it repeatedly. Children's programming helps sustain engagement metrics and keeps monetisation engines running during the day. Kids' shows are cost-effective to produce, localize, and syndicate. "Moana 2" clocked over 27 million global views in under a week.
In terms of consistency, children's viewing habits provide streaming services with a predictable pattern. The most stable traffic on UK streaming platforms comes in two daily spikes: 6-9am and 5-7pm. During these spikes, on-demand platforms like Netflix, Prime Video, and Disney+ pull ahead of both YouTube and linear TV.
In summary, children's programming is a cornerstone for streaming services striving for subscriber stability, deeper engagement, and diversified revenue growth. The commercial architecture of children's content works across quarters, formats, and revenue streams, making it an essential component of any successful streaming strategy.
- Emotional connections formed through high-quality children's programming not only enhance viewer satisfaction but also contribute to increased time spent on streaming platforms.
- Companies with a strong presence in preschool IPs like Moonbug Entertainment have demonstrated the ability to maintain audience interest and content use across multiple platforms.
- The economic importance of the global children's entertainment market, currently surpassing $180 billion, underscores the financial significance of children's programming to streaming services.
- Platforms like Disney+ invest in both core IP and licensed hits, recruiting titles like "Bluey, Frozen, and Moana 2" to attract and retain subscribers.
- With shows like "Bluey" reaching 40 million people weekly in 17 languages, international partnerships play a crucial role in expanding the reach of children's content.
- The success of shows like "Bluey" has led to record-breaking revenues, as demonstrated by the BBC's commercial arm hitting £2.2 billion in 2024/25.
- In addition to generating revenue from subscriptions, children's content facilitates ancillary products such as toys, games, and licensing deals.
- The predictable patterns in children's viewing habits provide streaming services with a steady flow of traffic, particularly during morning and evening hours, helping to compete with both YouTube and linear TV.
