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Survey: 76% of Parents Say Kids Influence Streaming Subscription Decisions

David Satin

As streaming subscription growth slows and market saturation continues to worsen, major streaming platforms are looking for ways to stand out amongst their competitors. Many are turning to free ad-supported TV (FAST) channels to lure more viewers in. But according to a report from Variety, they might do better to focus on content for kids.

The report cited a survey from research firm KidsKnowBest, which stated that 76% of parents reported that their kids’ feelings on streaming services were an important factor in the household’s decision of whether or not to subscribe a given streamer. Kids establish brand affinity early, and are fiercely loyal to their favorite platforms, the study found.

How Important Is Kid’s Influence When Subscribing to a Service % of Respondents
Very Important 51%
Quite Important 27%
Neither Important nor Unimportant 12%
Very Unimportant 5%
Quite Unimportant 4%

That brand loyalty can translate into big money for streaming companies. It’s part of the reason that Disney+ was able to pick up 10 million subscribers on its first day in operation in 2019. Disney was willing to pay to secure that brand loyalty as well. When it launched Disney+, it pulled its content from other platforms like Netflix. Many in the industry saw the decision to no longer license content as a mistake, one that would cost the company $150 million in the short term. But now, Disney+ is the most popular subscription video-on-demand (SVOD) service amongst kids 1-7 years old, in large part thanks to its proprietary content library.

Related: 8 Best Streaming Services for Children

Other services have taken note of Disney’s willingness to take a temporary financial hit in the name of longer-term growth. Paramount yanked “Paw Patrol” and “SpongeBob SquarePants” from Netflix at the end of September so it could attract more customers to Paramount+ with the popular kids’ shows. Fifty-seven percent of kids say having their favorite show is the most important factor for a streaming service, so the move is likely to pay dividends for Paramount.

Not every service is following the Disney example, however. HBO Max is in the midst of a well-publicized restructuring, that includes a heavy reduction in kids’ content. That reduction has affected even classic shows like “Sesame Street,” which had over 200 episodes pulled from HBO Max earlier this year.

Warner Bros. Discovery (HBO Max’s parent company) CEO David Zaslav has said that his focus for the platform will be quality, not quantity, and that kids’ content is only a modest subscriber driver for HBO Max. Zaslav sees HBO Max as more of a premium content provider for adults, but given that the company owns one of the most well-known kids’ IPs of the last century in the Looney Tunes, HBO Max may have an advantage it is overlooking.

Kid’s viewing across streaming platforms surged by 43% between 2019 and 2021, according to the United Talent Agency. That number, combined with the data from Variety proves that getting and keeping kids’ attention is vitally important for streamers. Engaging kids is far easier than engaging adults, so don’t be surprised if your favorite service starts to license or create more children’s shows at a faster rate going forward.


Disney+ es un servicio sin anuncios servicio de vídeo en streaming que ofrece series y películas exclusivas de Disney, Pixar, Marvel, Star Wars, National Geographic y mucho más. Disney ha revelado que su servicio de transmisión llegará el 17 de noviembre de 2020.

El precio del servicio en streaming de Disney será MX$ 159 / mes o MX$ 1,599 / año (MX$ 133.25 / mes).

La aplicación tendrá una calidad de 4K en streaming, descargas ilimitadas, 4 visiones simultáneas, hasta perfiles, con cientos de avatares para tu perfil personal.

El primer año se añadirán 25 películas nuevas originales, más de 10 películas, 7 500 episodios de series de televisión, 100 películas nuevas y 400 títulos del catálogo completo de Disney Vault. Además, estarán disponibles nuevos lanzamientos como Toy story 4, El rey león y Aladín; así como, clásicos como La sirenita y Cenicienta.

La compañía ha anunciado varias series y películas originales que estarán disponibles para el lanzamiento, como The Mandalorian, el spin-off de Star Wars con 8 episodios por el valor de 100 millones de dólares, High School Musical: El Musical, El mundo según Jeff Goldblum y La dama y el vagabundo.

Puedes ver la lista completa de series y películas consultando Disney, Disney Channel, Star Wars, Pixar, Marvel, Nat Geo o todo el contenido disponible de Disney Plus en Disney+ Streaming Movie List.

Pruébalo sin Costo

Consigue Disney+ por Sólo MX$ 133.25. Cuando Eliges el Plan Anual.

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