Industry News

Demand for children’s content surges - Can anyone catch Netflix?

9 January, 2022

The pandemic has not been easy on parents. Playgrounds and play dates have given way to “PAW Patrol” and “Peppa Pig.” As preschools and other schools routinely shut down due to COVID outbreaks or staffing shortages, parents are having to turn to TV just to keep their kids occupied while they try to push through remote work.

According to Parrot Analytics, demand is on fire for children’s programming on streaming services. Between January 2020 and September 2021 children’s content demand surged 58%, while demand for other streaming content grew by 22.5%. The share of children’s content expanded from 8.4% to 10.5%.

One surprising note from Parrot - Netflix dominated 1/4 of the children’s market during the third quarter of 2021. That’s far ahead of Paramount+, Disney+, and Amazon Prime Video (around 15% each), with Hulu and HBO Max close behind.

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