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11/02/2013 by

Why Netflix And Amazon Tap Into Kids Series?

Netflix and Amazon are tapping into kids series. Should broadcasters, publishers and content creators be aware of a new trend?

Why Netflix And Amazon Tap Into Kids Series?

Most parents promised each other not to use the TV or iPad as their kid’s babysitter.

But in an era in which parents can be pretty busy or stressed, it can be heaven when your their little screenagers are engaged for one hour, right?

Kids do love to watch TV or DVD, but are not always able to start it themselves, due to the fact that most TV systems have 3 remote controls.

But the multi-screen generation of kids can be self-starting on iPad or Xbox, without the help of their parents.

It seems like Netflix and Amazon have noticed these actionable insights and are trying to coin this trend.

Netflix Kids Series


In December 2012, Netflix got the exclusive rights to stream new video releases from Disney. It opened a Disney catalog to its subscribers, including classics like Dumbo and Pocahontas.

In August 2011 Netflix already launched a Kids Portal, making that available for PlayStation 3 consoles in March 2012.

Amazon Kids Series

Amazon Kindle Fire for Kids

Amazon noticed this trend and the Netflix moves. And since parents are powerful consumers, Amazon announced to be produce original shows for kids.

When the productions are complete, Amazon customers will be invited to vote to determine which pilot is made into a full-length series to run on Amazon’s online video streaming services in the US, UK and Germany.

The pilots will showcase concepts for a preschool-age kid’s series, coming from professionals who have already worked on shows for that age group.

Descriptions of the Amazon pilots:

Creative Galaxy. An animated interactive art adventure series, designed to inspire kids’ creative thinking through crafts, story, music and dance.

Oz Adventures
. In this innovative problem solving series, Dot, Dorothy’s daughter, goes off to Oz everyday with the children of the beloved characters from L. Frank Baum’s classic book, The Wizard of Oz. In each episode, the yellow brick road leads Dot to a new magical location where she solves problems alongside her Oz friends.

Teeny Tiny Dogs. Teeny Tiny Dogs follows Butch, Butterfly, Dinky and Polly as they help one another navigate the big world despite their teeny, tiny, small size. This series promotes happiness through friendship, learning, growing and developing a strong sense of self as seen through the eyes of canine friends.

Tumbleaf. Created by Drew Hodges and Bix Pix Studios, an award-winning stop motion studio. The series, aimed at preschoolers, is set in a whimsical land where a small blue fox named Fig plays each day and discovers adventure, friendship and love around every bend in the path. Children will be enriched by narratives that promote play through exploration and cognitive reasoning.

The Untitled J.J. Johnson Project revolves around Anne, a young scientist, who creates three robot helpers to assist her scientific experiments in the back of her dad’s junkyard. This science-based series aims to introduce kids to science and technology in a fun, new way.

In addition to the kid’s pilots, Amazon is also developing pilots for an original comedy series, the company announced in December. Amazon has not said when it plans to make the pilots available for voting.

My Opinion?

It’s Amazing to see how Amazon keeps re-inventing itself. Started as an online book company, it now produces and distributes its own kid’s series.

For content and entertainment producers as well as format makers, giants like Netflix and Amazon offer a whole series of new distribution ways that will probably extend reach and engagement among audiences that watch less linear TV.

This trend might put pressure on i.e. MTV and other broadcasters. The old days TV days are over. Welcome at the multi-screen era.

For the non-linear thinkers without legacy: Second screen could become first screen. Or if you check your kids: Is their tablet, smartphone or DS their second or first screen?

Exactly right. Your kids have already predicted you the near future. Actionable inights? Just open your eyes and leave legacy behind.

Sure is to me that the CRM driven Amazon will not only try to keep the kids happy with series web, TV or mobile.

It will try to sell more kids books and diapers and Kindle’s or other hardware to their parents. And probably succeed!

I would not be surprised if series for i.e. Urban Moms are next.

Once you own and know your customers, you can sell them everything, right?

What About You?

Are Netflix and Amazon able to change the rules in the “kids” marketplace? I’d love to read your opinion in the comments below.

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About the Author
Igor Beuker was CMO at 3 listed companies, chairman at the IAB, jury member at Webby, AMMA and Esprix awards, founder of 3 digital agencies (sold to WPP) and global chief social officer at Mindshare. Now he is ‘freejack’ consultant and a sought after keynote speaker.

Source: Mashable, Netflix.


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