The YouTube Effect: How Creator IP Is Rewriting Kids Streaming Strategy
Announcement up front. I’m running my first paid-subscriber webinar next month. Save the date for January 15th at 4pm GMT. I’ll take folks through the top performing kids content on Netflix, plus context on the (volatile) streaming landscape and the biggest trends I’m tracking. One of those trends is the undeniable footprint of YouTube-born IP inside Netflix Kids, chewed in more detail below. If that sounds like your kettle of fish, upgrade to paid and come along. Register by replying to this mail or through this link.
Second deviation: Bloomberg broke news this morning that Netflix have entered exclusive talks to buy Warner Bros. Discovery’s streaming and studio assets. Is this a good thing for the kids streamersphere? No. I wrote up quick thoughts on LinkedIn.
Now, on with the newsletter…
The kids streaming world and the kids creator world have been colliding in full view over recent weeks. On Disney+ we’ve seen pocket.watch creator videos supporting the Lilo & Stitch franchise (h/t Kidscreen), and on Netflix, Mark Rober joined Ms. Rachel, widening the platform’s family creator bench. None of this comes as a shock at StreamerSphere Towers. From the very first Netflix Kids Content Performance Report we could see how firmly YouTube IP had already settled into the Netflix kids offering. It was one of the clearest findings in our 2023 Pilot report and has been continuously revalidated since. It’s exciting to see this hit the next level.
