The Netflix Kids Content Performance Report has been a cornerstone of the streaming giant’s efforts to understand its audience’s behavior and preferences when it comes to children’s content. The report, first released in 2020, has undergone significant updates to include a more comprehensive analysis of the performance of animated movies and a deeper dive into the development of girl-skewing IPs.
- Key highlights of the report include a detailed analysis of the performance of animated movies on Netflix, which represent a significant portion of children’s viewing on the platform.
- Another notable aspect is the tracking of the progression of series, which provides year-on-year comparisons and insights into how they have performed over time.
- The report also explores Netflix’s approach to building girl-skewing IPs, which is a critical aspect of the company’s content strategy.
According to Emily Horgan, creator of the report and a former Disney executive, the shift in focus towards engagement rather than subscriber obsession is driving the expansion of the report. “As streaming shifts from ‘subscriber obsession’ to ‘engagement obsession,’ we’re excited to expand our analysis into animated movies, which represent a mind-blowing portion of children’s viewing on Netflix,” she said. The report’s findings highlight the significant impact of animated movies on the platform, with the Universal animated output deal covering movies from DreamWorks and Illumination driving nearly 3 billion hours of engagement on Netflix in 2024.
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In addition to the analysis of animated movies, the report delves into the progression of series, providing a detailed look at how they have performed over time. This includes tracking key metrics such as viewership, engagement, and retention. “The response from the industry has exceeded our expectations,” said Horgan. “By delivering data-backed insights in an accessible format, we’re helping companies make more informed decisions about content development, acquisition, and licensing strategies.”
Future editions of the report will explore other genres, including anime and YA, which are rapidly growing segments with distinct audience dynamics and performance patterns. “We’re also developing a strategic playbook for series launches that will help content producers and distributors optimize their release strategies,” said Horgan.
“By providing actionable insights and data-driven recommendations, we aim to empower content creators and industry professionals to make better decisions about their content strategies. Our goal is to help them succeed in the ever-changing landscape of children’s entertainment.” – Emily Horgan
The Netflix Kids Content Performance Report is a valuable resource for anyone looking to understand the performance of children’s content on the platform. With its comprehensive analysis of animated movies and series, as well as its insights into the development of girl-skewing IPs, the report provides a unique perspective on the world of children’s entertainment. As the streaming giant continues to evolve and adapt to changing audience preferences, the report will remain an essential tool for anyone looking to stay ahead of the curve.