Is Kids Content a Key Subscription Driver?

A Comparative Analysis of Disney+ and Netflix in Latin America

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+, BB Media’s analysis reveals that while both platforms attract a high proportion of households with children, the role of kids content differs.

For Disney+ users, family-oriented programming is a primary reason to subscribe, whereas Netflix users tend to see kids content as just one of many factors. This study highlights how kids content drives family choices and influences platform loyalty across both services.

The Role of Kids Content in Subscription Choices 

For Disney+ users, kids content stands as the main subscription motivator. Families often prioritize 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.

Viewing Patterns and Genre Preferences 

On both platforms, the frequency of kids content viewership is notable, with families choosing animation, adventure, and family-friendly genres repeatedly. Disney+, in particular, has a larger volume of kids-oriented titles. Netflix, while offering fewer kids titles overall, sees robust engagement, highlighting both platforms’ appeal to family audiences.

User Experience: Kids Profiles and Parental Controls 

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. 

Kids Content as a Strategic Asset 

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 kids progamming. To retain family audiences, both platforms must continuously adapt to meet the needs of this essential user base.

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