As children continue to spend extended periods at home and become accustomed to online content during lockdowns, streaming platforms are increasingly recognizing the value of animation and children’s content, especially given the regulatory safety it provides amid scrutiny of web originals.
Globally, approximately 60% of Netflix members opt for kids and family content monthly, with the animation genre alone witnessing a 10% growth in India in 2020. While many OTT platforms initially relied on acquired television content, some are now investing in original productions.
Due to the lockdown, children’s viewership experienced a significant surge in 2020 compared to 2019. Megha Tata, Managing Director, South Asia – Discovery, Inc., noted that parents, while concerned about screen time, are open to it as long as the content is educational and encourages creativity. Discovery+ introduced a kids’ content genre in February, offering a mix of edutainment (e.g., “Chopped Junior”) and informative titles (“How Do They Do It” and “MythBusters Jr”).
A study by discovery+ revealed that parents, though mindful of screen time, are willing to allow it if the content is enriching. Netflix, with about 50% of its global members choosing to watch animation, emphasizes offering a diverse range of stories and controls for parents to make informed decisions.
In India, Viacom18 Digital Ventures’ COO, Gourav Rakshit, highlighted the enduring popularity of certain characters among children, explaining the longer gestation period for kids’ content. Viacom18 Media Pvt Ltd launched VOOT Kids in 2019, blending audio, video, text, puzzles, and quizzes.
While a significant portion of kids’ content on OTT platforms is acquired due to the preference for familiar characters, Rajiv Chilaka, CEO at Green Gold Animation Pvt. Ltd., noted that investments in originals are increasing. Although the production of original kids’ content may not be as aggressive as other programming, the trend is changing as India becomes more accustomed to paying for content, a trend already seen in adults and expected to follow for children.
The ability for parents to curate the content their children consume, coupled with increased control provided by OTT platforms, has heightened the demand for diverse, high-quality kids’ content from around the world. Anish Mehta, CEO at Cosmos Maya, emphasized the significance of OTT platforms in providing variety and control in content consumption.
