Industry News

HBO Max & Hulu falling behind, need more children content to appeal to parents of young kids

25 February, 2022

According to Interpret’s VideoWatch, just under one-third (32%) of parents with children age 10 and under in the U.S. currently subscribe to HBO Max. That percentage jumps to 44% for Disney+, 49% for Amazon Prime Video, and 52% for Netflix. That’s a high mountain for HBO Max to climb.

Hulu has an even longer journey, with 31% of parents of young children subscribed to its limited-commercials subscription, and 20% subscribed to the ad-free tier. However, since Disney owns the majority stake in the service, they can afford get away with a more adult-focused library, since Disney+ is the top home for kids’ content; especially with the advent of the Disney Bundle.

Between January 2020 and September 2021, Parrot Analytics data shows that — spurred on by the move to virtual schooling — demand for children’s content surged 58%, while demand for other streaming content grew by 22.5%. However, during the same period, Hulu (15.2%) and HBO Max (12.7%) significantly trailed in viewership demand for kids’ content compared to their competitors.

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