Familiarity is proving to be a major driver of kids' content consumption on Netflix, according to new research by Ampere Analysis. The study reveals that between the first half of 2021 and the first half of 2025, 47% of all scripted kids and family series commissioned in the U.S. were derived from existing intellectual property (IP), underscoring the increasing reliance on recognizable brands to attract and retain younger viewers.
Ampere’s findings indicate that out of more than 400 seasons of scripted children's and family television commissioned over the four-year period, nearly half were tied to franchises already known to audiences. This trend highlights a strategic preference for IP-backed titles that bring built-in awareness, minimize marketing costs, and provide reassurance for parents seeking high-quality content.
"Franchises play an important role in the children and family genre because brand recognition not only helps build awareness for upcoming titles, but it also creates a sense of trust in the quality of the content—crucial for parents," said Christen Tamisein, Senior Analyst at Ampere Analysis.
Netflix's most-viewed children's content reflects this strategy. The hit show "Cocomelon" tops the platform's kids' viewership charts with 83.1 million views, followed by "Ms Rachel" with 53.4 million. Other standout performers include "Little Baby Bum" (45.6 million), "Peppa Pig" (40.4 million), and "Gabby’s Dollhouse" (39.5 million)—all of which are grounded in well-established brands or franchises.
Netflix’s recent acquisition of "Sesame Street" exemplifies this growing emphasis on franchise-based programming. With over 90 hours of content set to launch globally, "Sesame Street" represents not only a landmark addition to the streamer’s kids lineup but also a signal of strategic direction. The series was not previously available on Netflix globally, and its inclusion is expected to significantly boost the platform’s competitive position in the family entertainment space.
Ampere’s research also points out that while Netflix has scaled back the volume of brand-new commissions in the kids segment, it continues to prioritize IP-driven content due to its proven ability to deliver engagement. This recalibration aligns with a broader industry shift: as competition intensifies and content costs rise, platforms are looking to reduce risk by leaning into pre-sold concepts that offer quicker returns.
The report concludes that for platforms competing in the high-stakes children’s content market, franchise-based programming is not just a creative choice—it’s a business imperative. As streaming services increasingly compete for viewer attention and subscriber loyalty, trusted IPs are helping to turn casual family viewers into repeat audiences, boosting both discoverability and long-term retention.
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