The study reveals that Disney+ is widely viewed as a leader in kids' content, while Netflix stands out for its highly functional kids’ profiles.
BB Media has released its latest analysis on how kids content plays a crucial role in shaping subscription strategies for platforms like Disney+ and Netflix, especially in Latin America. Taking a deep dive into how both platforms approach family audiences, the analysis highlights how kids’ content drives family choices and influences platform loyalty across both services.
According to the report, in Latin America, kids content subscription strategies play a crucial role for platforms like Disney+ and Netflix. With data collected before Disney+ merged with Star+, the analysis reveals that while both platforms attract a high proportion of households with children, the role of kids content differs.
For Disney+ users, kids content stands as the main subscription motivator. Families often prioritise Disney+ for its extensive family-oriented library, whereas Netflix users cite kids programming as just one of several reasons for subscribing. Even with this distinction, both platforms show high engagement with kids content, viewed multiple times weekly. The most popular genres for families include animation, adventure, and content suited for family viewing.
When it comes to kids content, Disney+ better aligns with audience preferences, with two out of the three top preferred genres (Adventure and Family) being in its top five most distributed genres. Netflix’s top five does not include any of the audience’s preferred genres.
With regard to user experience and parental controls, the study found that both Disney+ and Netflix are equipped with kid-friendly settings that help parents manage access to content. However, Netflix users report higher satisfaction with the platform’s kids profiles, using them more frequently and rating them better in functionality compared to Disney+. This aspect could be pivotal in how each platform builds loyalty among family-oriented subscribers.
The study concluded that kids content continues to be a central driver of subscriptions for both platforms, each using different tactics to appeal to family audiences. Disney+ is widely viewed as a leader in kids’ content, boasting an extensive catalog even post-Star+ merger. Conversely, Netflix, though it offers fewer titles in this category, delivers high functionality in its kids’ profiles, with families engaging frequently with its kids’ programming. It also mentioned that both platforms must continuously adapt to meet the needs of this essential user base to ensure better retention of family audiences.
