Streaming giants get more serious about children’s shows

At the same time, parental concerns about their progeny’s media diets have grown. A recent Pew survey found nearly half of parents saying that YouTube, the most popular destination for young audiences, exposed their children to inappropriate content. Many are chary of social-media apps such as TikTok, one-third of whose users may be under the age of 14, according to internal data seen by theFortunately, help is at hand. —part of a reorganisation to separate content creation from merchandising.

In September Netflix paid more than $700m for the Roald Dahl Story Company, which owns the rights to the eponymous author’s beloved tales such as “Charlie and the Chocolate Factory”. In November it announced the launch of Kids Clips, which offers curated short videos from its expanding slate of children’s programmes. Last autumnMax, best-known for edgy grown-up fare, launched Cartoonito, a portal dedicated to pre-school shows.

Youth programming is attractive to streaming services for several reasons. Children’s television shows, especially animated ones, often cost less to produce than entertainment for adults, observes Erin Meyers of Oakland University. They tend to have a longer shelf life, too, since young children are less fussy than older viewers about what is hip at any given moment. And children’s programming offers vast merchandising opportunities in the form of toys.

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