Children reduce churn for streaming services
 
With streamers nearing market saturation in Western markets, retaining subscribers is more important than ever. Ampere’s latest data shows that households with children are less likely to cancel streaming service subscriptions than those without them. As a result, streamers are now scooping up kids' titles to help retain this influential audience.

However, a global decline in commissioning caused by slowed growth in the streaming market poses a challenge to the development of new children’s content. Children & Family titles were the third most affected by this slowdown, behind only the more expensive genres of Drama and Crime & Thriller. While VoD Original Children’s TV titles decreased by 18% between 2022 and 2023, the number of non-original or acquired titles available to stream grew by 4% in the same period

While VoD commissions have been the worst affected, well-funded public broadcasters provide more consistent opportunities for the creation of children’s content, especially in Western Europe. There’s more reliance on existing ideas, however: Half of all children’s titles announced in the first half of 2024 were renewals.

Otherwise, producers who can find independent funding, especially for titles based on existing intellectual property with reliable audience appeal, will have an advantage in a busy acquisitions market.