Netflix and Amazon Battle for Your Kids - VideoInk

Netflix and Amazon Battle for Your Kids

/ Jun 28, 2013

netflixvsamazon

I didn’t learn to swim for a long time growing up, because of “She-Ra: Princess of Power.” See, I was born in the 1980s, and when I was five, my parents signed me up for swim lessons. But those classes meant I had to skip my favorite animated princess adventure at least once a week, and I threw a temper tantrum so epic that my parents basically gave up on the idea until I was older and more reasonable. (Sorry I was a brat, Mom and Dad.)

That story won’t make any sense to the generation currently in diapers, because between DVR, DVD, and VOD, they will have little-to-no concept of television programming that can’t be time-shifted. And that’s just what Netflix and Amazon are banking on.

One of the more interesting battles over the last six months has been between the two companies and that most precious of commodities — quality children’s television. Not only are both companies committing huge resources to developing original content for kids — Netflix in partnership with DreamWorks, Amazon through its Amazon Studios project — but they are also exclusively licensing more and more mainstreaming kids shows.

Amazon, as it seeks to build its Prime Instant Video offering, is leaning especially hard on this approach, most recently striking an exclusive deal with Viacom for children’s programming.

This proves to be extremely smart, because while the battles involve big companies like Disney and Viacom, the real chess pieces in play are beloved characters such as Twilight Sparkle, Mickey Mouse, and Dora the Explorer.

And that turns out to be huge. This is because an adult — who’s hopefully learned how to process disappointment — can handle “Downton Abbey” being unavailable on Netflix (there are plenty of other British costume dramas available on the service, after all).

But when you’re a child and already feeling pretty powerless, being told that there’s no more “Dora” has been documented by parents as heart-breaking.

It’s a natural side effect of growing up with the expectation of instant access to this content, not to mention the blurring of the line between what you watch and where you watch it.

I have a young cousin who’s grown up with both cable TV and web video access, and she makes no distinction between Disney Channel on TV and DisneyChannel.com on the computer — to her, it’s all the same.

Aiming young and encouraging these habits isn’t just a smart move right now — it’s an approach that should in theory help both Netflix and Amazon thrive in the future. The important thing is the content available; both sites have strong offerings (I didn’t even realize how much Disney content Netflix was currently hosting until I dug into their Netflix for Kids interface) but the more exclusive each side gets, the more parents will either have to pick between them — or subscribe to both.

Because when a kid wants something, it’s hard for a parent to say no.

“She-Ra: Princess of Power,” by the way, is currently available on Netflix. (But it doesn’t really hold up.)

Tags: , , , , , , , , ,


WSW_11

Web Series Wednesday: Seriously Out There

Screen Shot 2014-10-22 at 4.25.14 PM

FIRST LOOK: Tiffany Shlain’s ‘The Future Starts...

Rokuapp

Roku Raises $25M as Connected-TV Space Heats Up

ooyala_02

6 Money-Making Lessons from Ooyala for Your Online Videos

Walking_Streets

StudioNow Buys Bluwave Productions

Nixon

‘Nixon’s the One,’ Harry Shearer’s...

NewsToKnow

Wednesday 10.22.14: News to Know

Bill Burr

Netflix Orders Animated Comedy Series from Bill Burr and Vince Vaughn

Screen Shot 2014-10-22 at 10.56.04 AM

YouTubers The Slow Mo Guys Will Slow Down New Rovio Game...

mondo media fusion TV

Animation MCN Mondo Media to Make TV Series for Fusion

Screen Shot 2014-10-22 at 10.27.04 AM

YouTuber Todrick Hall Lands Docu-Series with MTV

Jeremy Lin Whistle Sports

Whistle Sports Sets Up Basketball Vertical

Beachfront_Media

Beachfront Builder Now Supports Chromecast, Fire TV, Apple TV

Yahoo_new

Video Remains a Focus for Yahoo, Which Beat Q3 Earnings Expectations

ouija_alist2

Universal Is First to Have Sponsored Promotion On Snapchat

Justice League

Warner Bros. Unveils Development Slate from New Digital Studio

kian_lawley

O2L Star Kian Lawley Goes ‘Missing’ as Part of...

watching-laptop

Total Digital Video Viewership Is Way Up (Study)

Screen Shot 2014-10-21 at 1.15.28 PM

You Can Now Download Mr. Weebl’s Greatest Hits Collection

PBS

PBS Names Don Wilcox VP of Digital Marketing and Services

Channel Frederator Network

Channel Frederator Network Grows to 11.6M Subscribers

NewsToKnow

Tuesday 10.21.14: News to Know

Screen Shot 2014-10-21 at 11.40.14 AM

Pro Snowboarder Documentary ‘Shredbots’ Now on Vimeo

social video

Vdopia Launches Programmatic Marketplace for Mobile Video Ads

Screen Shot 2014-10-21 at 11.07.44 AM

WWE’s Animated Web Series for Kids Is Coming to Nickelodeon

Screen Shot 2014-10-21 at 10.28.26 AM

Young Hollywood to Launch OTT Network in January

onlinevideo

Nielsen Teams with Adobe to Deliver Digital Content Ratings

Pixability

Pixability Unveils Programmatic Ad-Buying Platform for YouTube

Top5_Beauty

Top 5 Emerging Beauty Channels on YouTube

ooyala_02

With Its Latest Acquisition, Ooyala Aims to Enter Video Ad Business

VirginAmerica_Alist

Virgin America Invites You to a Flight on BLAH Airlines

dormtainment

Comedy Central’s New Web Show Stars Comedians of Dormtainment

dead rising

Harley Morenstein, Rob Riggle Join Cast of Legendary’s...

CAA_logo1

CAA Sells Majority Stake to TPG Capital

NewsToKnow

Monday 10.20.14: News to Know

Screen Shot 2014-10-20 at 12.29.15 PM

Refinery29′s Latest Show Explores ‘Out There’...

Crowd005

Digital Video Ad Revenues Hit $1.5B in First Half of 2014, Says IAB

hungergames

Lionsgate Enlists YouTube Stars for ‘Hunger Games’...