Kid's content to reduce churn for streaming services

With streamers nearing market saturation in Western markets, retaining subscribers is more important than ever. Ampere Analysis' latest report shows that households with children are less likely to cancel streaming service subscriptions than those without them. As a result, streamers are scooping up kids' titles to appease this influential audience.

Between 2022 and 2023, the global slowdown in commissioning significantly impacted Children & Family titles, with a 15% decline in the number of such TV titles announced globally. VoD Original Children’s TV titles saw an even sharper decrease of 18% during the same period. However, Non-Original or acquired titles available to stream grew by 4%, demonstrating the resilience of content already in circulation.

Well-funded public broadcasters, particularly in Western Europe, have provided more consistent opportunities for the creation of children’s content, offsetting some of the impact of the VoD commissioning slowdown. Notably, 29% of Western European commissioners that saw growth in Children’s commissioning during this period were public broadcasters. Children’s content based on existing ideas has also proven more robust. For instance, Children’s book adaptations experienced only a 9% drop compared to the 15% overall decline in global Children’s TV content.

As commissioners continue to tighten their budgets, there has been an increased reliance on renewing existing titles. Half of all children’s titles announced in the first half of 2024 were renewals. In this environment, those who can fund new, original Children’s content will have an advantage in the competitive acquisition market.

Olivia Deane, Research Manager at Ampere Analysis explained: “A global decline in commissioning caused by slowed growth in the streaming market poses a range of challenges to children’s content. Children & Family titles were the third most affected by this slowdown between 2022 and 2023. They were behind only the more expensive genres of Drama and Crime & Thriller. Those who can find independent funding, especially for titles based on existing intellectual property with reliable audience appeal, will have an advantage in a busy acquisitions market.”