Demand for children’s entertainment has exploded over the past couple of years, with streaming services focused on bringing the best content for children to screens around the world.
While you might assume Disney+ would be the number one streaming service for children, according to some new data from Parrot Analytics via the Economist, which stated that Netflix is dominating the sector between January 2020 and September 2021, with 25% of the children’s streaming market.
Disney+, along with Paramount+ and Amazon Prime Video, each has about a 15% share of the children’s market.
Children’s content demand surged 58% during this period, while other streaming content grew by 22%. Overall, the share of children’s content has expanded from 8.4% to 10.5%.
Obviously, during this time period, in general, demand for streaming content surged as many children weren’t at school during the pandemic, so it should have been assumed that demand had gone up. Also, children are much more likely to use streaming services for content, since they’ve grown up in the streaming era and are less likely to watch traditional linear television.
Parent’s are also turning to streaming services since most parents are worried about YouTube, exposing their children to inappropriate content. Streaming services have more parental controls, including special children profiles, making it less likely children will find inappropriate content.
One reason why Netflix continues to dominate the children’s entertainment market, is since Netflix has content for the entire family, more households are subscribed, whereas, Disney+ content generally skews much younger, so families on a budget might be less inclined to subscribe, since there isn’t much appeal to adults, who aren’t Marvel or Star Wars fans, to join up. Whereas, Netflix has content for the whole family, including parents and teenagers.
Disney CEO Bob Chapek has previously said that they are focused on creating more pre-school content for Disney+. One reason for this is that children’s content aimed at a younger audience is generally cheaper to produce and has a longer shelf life. Younger children are often less fussy about what they watch than older children.
Disney+ already has a vast collection of films and shows for younger audiences, so it’s not surprising to see so many children enjoying content from the streaming service. Plus films like “Moana”, “Luca” and “Raya And The Last Dragon” have been huge hits for Disney+.
In order to beat Netflix, we will no doubt see Disney continue to create movies and series especially for younger audiences, in addition to utilising its new content from the Disney Channel and Disney Jr, to boost the amount of content on Disney+, to encourage more families to sign up and stay subscribed, while hopefully offering parents something fun to watch as well.
Do your children watch more on Netflix or Disney+?