Dispatch: Netflix Writing, KMC Live!, Peppa, CN & Free Insights
Welcome to The Kids StreamerSphere, a regular newsletter where we look at the latest news, deals, and performance data for kids content within the context of global streaming. Comments, questions, suggestions? Please hit me up thekidsstreamersphere@ehorgmedia.com. If you would like this newsletter delivered straight to your inbox, you can sign up on Substack here:
It’s been busy times this week with a rakeload of writing about the Netflix Kids Content Performance Report and announcements regarding the Kids Media Club Podcast all hitting at once. On that basis I’m picking up my quick dispatch format for this edition of The Kids StreamerSphere. It’s the swiftest way to keep y’all up to speed.
Netflix Kids Content Performance Report H2 2024 is out and I’ve been around town chatting about it
I wrote about launching this report in my last newsletter but have since had the opportunity to share more insights in guest columns for Licensing.biz and Kidscreen.
In Licensing.biz, I looked at toyetic animated girls IP, specifically Unicorn Academy, Mermaid Magic and Princess Power. Spoiler, Unicorn Academy is definitively smashing it and I’ve got the receipts to prove it. Congratulations, Spin Master.
In Kidscreen, I dove deeper on Netflix’s conundrum as regards animated features. This is a long-standing dilemma; the streamer remains committed to this genre, per statements at the latest earnings call. Will this specific segment be the one to make Netflix break the theatrical fourth wall? The pressure of kids media has a history of unlocking new decision making in the entertainment industry at large. For example, Trolls World Tour was the first to smash standard cinemas in COVID,, so stranger things have happened.
Whatever the case, Netflix remain extremely reliant on post-cinema films coming from Universal via Illumination and DreamWorks. These movies drove nearly 3 Billion hours viewed on the streamer in 2024 so are a key part of their kids strategy. As I said to Kasey Moore, I’d be extremely focused on keeping that deal sweet if I were part of decision making at Netflix.
If your company is interested in accessing more insights from the report, please drop me a line at admin@ehorgmedia.com .
Kids Media Club Live!
The Kids Media Club Podcast is going Live! Thanks so much to our sponsorship partners at Precise TV for their support with this. We’ll be at the Century Club in London on the morning of June 3rd. Nab your free ticket here. We’re working on some very special guests for the occasion. This is something
, and myself have been speaking about for ages.
Kids Media Club Podcast Tackles YouTube
Over the years we’ve had numerous guests on the Kids Media Club Podcast discussing various elements of kids media and YouTube. At the same time there have been many swirling currents regarding the platform in the kids media industry at large spanning policy, revenue, measurement, accountability and child safety. Folks have different points of view: producer vs. creator, platform vs. studio, distribution vs. advertising. We’re planning a series of podcast episodes diving into these topics over the next few months. If you have an angle on this, please drop me a line.
To level set in terms of landscape, check out the brand new PARK Report from Precise TV, which looks at YouTube footprint in the UK for the first time. Helpful data for anyone working on or adjacent to the platform. Here’s the money shot for me, which breaks out platforms by age group.
Get your (free) copy here.
Kids Media Club Podcast x Peppa Pig
Also recently on the podcast, we had the pleasure of speaking with Esra Cafer from Hasbro about the seismic changes hitting the Peppa Pig franchise. Unless you’ve been living under a rock, you’ll have heard the news on Mummy Pig’s pregnancy and Peppa’s imminent baby sister. It has been great fun to see audience reaction and viral PR snippets from Mummy Pig chin-wagging on morning telly. Beyond that, a ton of thought, creativity and strategy is going into this evolution. We went deep with Esra, a fellow franchise geek, on what it’s been like planning as a company to shoot this shot.
In addition to this, Jo and I unsuccessfully tried to strong-arm her into telling us if there was going to be a Peppa Pig movie. Esra handled us with grace.
This lands even harder now that CoComelon is getting into the movie game! Surely a movie is in Peppa’s future. Wasn’t there someone somewhere recently saying that animated features are really key in both theatrical AND streaming?
The Fall and Fall of Cartoon Network
Bloomberg recently released an in-depth piece titled Cartoon Network’s Last Gasp (£ gifted link). It takes a comprehensive look into the history of the beloved network/studio and outlines how, from a domestic perspective, Disco Bros. have zombie-walked away from servicing young audiences.
Cartoon Network should have such a unique opportunity amongst its peers in the world of streaming. Animation as a core format, plus a staunch, authentic commitment to humor and irreverence, gives the brand unparalleled ability to maintain credibility with young audiences. Something that Disney Channel and Nick, with more of a live-action focus, have needed to forfeit to social media.
The US fumbling of CN may go down as one of the biggest acts of cultural vandalism of the streaming age. I have to hope there's life in the old pipes yet, and IP like Johnny Bravo, Dexter and Powerpuff Girls meeting WB legacy characters HAS to mean there's a constructive way forward for the brand domestically. Here’s to the international team who are still fighting the good fight.
Folks had lots of feels when I posted about this on LinkedIn during the week. The broad takeaways were what a waste, what a shame, WTF, which I’d tend to echo. The prevailing wind of the industry cannot be collectively drifting away from the 6 – 12 audience… but I don’t have an answer either.
Sorry to leave it on that bum note, but it’s the reality of our business. Despite this, I see quite a lot of hope for kids media in the industry’s pivot from subscriber obsession to engagement obsession. Having the data at our fingertips to demonstrate this is a huge opportunity for the next few years.
There. That was a bit more positive, wasn’t it. Wishing you all a great weekend! Hopefully see some of you in London in a few weeks.