- One of Netflix’s most popular shows is an animated children’s series called “CoComelon.”
- In the first half of 2023 alone, “CoComelon” was watched for 601 million hours.
- Yet streaming platforms are struggling to attract younger viewers as more children turn to YouTube.
Although Netflix has spent years investing heavily in original streaming content, one of the streaming giant’s most popular shows right now is an animated children’s series that continues to air. on YouTube called “CoComelon”.
In the first half of 2023 alone, “CoComelon” and its six seasons currently on Netflix were watched for 601 million hours, noted Business Insider senior correspondent Katie Notopoulos. That’s more than the viewing time of all four seasons of “Stranger Things” combined.
But despite the series’ wild popularity, Netflix continues to struggle to attract younger viewers, according to new data. Streaming giants are trying to determine what type of content will attract these younger viewers, a demographic critical to securing and retaining subscribers.
Nielsen data on Netflix’s streaming audience showed that viewers aged 2 to 11 made up 21% of its audience in September. That’s four percent less than Netflix’s 25% as of September 2021, according to the Wall Street Journal.
YouTube, on the other hand, continues to rejuvenate its audience.
The number of YouTube viewers aged 2 to 11 increased from 29.4% to 33% during the same period, the Journal reported.
YouTube’s stronghold among young viewers can partly be attributed to the site’s offering of short-form content.
“These viewers are watching on their iPads or other platforms that have moved to shorter and shorter segments, and that’s a real problem for streamers,” Michael Hirsh, co-founder of WOW Unlimited, told the Journal Media, a Canadian animation company. .
Streaming giants including Netflix, Disney+ and Max are looking for ways to attract and retain younger viewers because these audiences can convince families to keep their subscriptions.
Tom Ascheim, former chairman of Warner Bros. Kids, Young Adults and Classics, told the Journal that families with children cancel their service at a lower rate than households without children.
One of the ways they are competitive in this space is by capitalizing on hit shows like “CoComelon” and releasing them on their streaming platforms.
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Disclosure: Mathias Döpfner, CEO of Business Insider’s parent company Axel Springer, is a member of the board of directors of Netflix.
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