Streamers turn their sights on family-friendly content

Streaming services know that a compelling kids’ offering can help attract subs and reduce churn, and the likes of Paramount+, HBO Max and Netflix are all ramping up their ambitions to deliver content that can be enjoyed by the whole family.

“From our own research, we know that kids’ content is a driver and that the precious moments shared when watching content together create a unique experience for the whole family,” says Paramount vice-president of kids programming, UK and Ireland, Louise Bucknole, who is making co-viewing a key part of her commissioning strategy.

Launched in the UK at the end of June, Paramount+ offers familiar titles from Nickelodeon and Milkshake!, plus original series such as Kamp Koral: SpongeBob’s Under Years and Big Nate.

Bucknole says existing franchises can encourage co-viewing and cites Teenage Mutant Ninja Turtles, Star Trek: Prodigy and Transformers as “good examples of brands whose reinvention appeals to a new young audience while drawing in parents who might have enjoyed the original series”.

The nostalgia strategy is also evident at Warner Bros Discovery. Vice-president of content strategy and acquisitions, EMEA, Sean Henry says revamping high-class IP is “an incredible way to continue to delight our existing fans while engaging a brand-new audience”.

He enthuses about upcoming series Gremlins: Secrets Of The Mogwai, which is set to premiere on Cartoon Network and HBO Max later this year, saying it will captivate the whole family. “What parent doesn’t fondly remember the original movies? We’re excited to introduce Gizmo and his troublesome friends to a whole new generation.”

However, it’s not all about reboots in the kids’ space. Alexi Wheeler, director of animation series, pan-EMEA, for Netflix, says : “We’re looking for characters and stories that can touch the hearts and minds of our members, as well more niche storytelling.”

“Heartstopper has a naturally multigenerational appreciation and appeal. We aim to continue having content on Netflix for everyone”
Alexi Wheeler

Recent Netflix hit Heartstopper, from See-Saw Films, is adapted from a young-adult graphic novel and webcomic series that follows Charlie, an openly gay over-thinker, as he struggles with his growing feelings for his friend, Nick.

“Heartstopper has a naturally multigenerational appreciation and appeal. We aim to continue having content on Netflix for everyone,” Wheeler says.

The streamer recently revealed a slate of animated originals across Europe, including Bad Dinosaurs, Mermaid Magic, The Seven Bears and Wereworld. “For anyone pitching, it is important to remember that we don’t work in a linear, scheduled TV space,” says Wheeler. “Our audience want to find great shows that they can fully enjoy on their terms.”

Meanwhile, Warner Bros Discovery is eager to use its international reach to provide children and families from across the world with an opportunity to see themselves reflected on screen.

“Cartoonito, Boomerang, Boing and Cartoon Network were watched in more than 160 million households in EMEA last year, while HBO Max has 76 million-plus subscribers worldwide,” says Henry. “We’re keen to grow the brands’ international output and find projects that will resonate with local viewers.”

The Heroic Quest Of The Valiant Prince Ivandoe (pictured) is Cartoon Network’s first series to come out of Denmark and will be produced with Copenhagen-based Sun Creature Studio. It is scheduled to launch on the linear channel and HBO Max later this year.

Paramount’s Bucknole similarly notes that the team will be using Paramount+ to authentically reflect children’s real lives.

“We look for content that accurately reflects kids, not just in terms of what’s happening in the world around them, but through diverse casting, relatable characters and storylines that will connect. Our no diversity, no commission policy applies across all genres, and it helps ensure that programmes are representative of children’s real-world experiences.”