Netflix Kids Content Performance Report Provides Analysis of Streaming Engagement Data, Bringing Greater Transparency to the Industry
Skwigly
A groundbreaking report designed to establish a new level of transparency in the kids’ streaming industry has been launched by independent media consultant Emily Horgan. The Netflix Kids Content Performance Report offers a deep analysis of bi-annual data released by the platform, revealing which content is leading in the streaming space and highlighting emerging trends and strategies. This marks the first time speciality analysis of this data will serve a specific segment of the industry, with a core focus on kids animation.
Created by Horgan – who brings more than 15 years experience working with Disney – the report unpacks the ‘why’ and ‘how’ behind a wealth of Netflix data. Updated every six months, this report is poised to help intellectual property (IP) owners, content creators, and media companies navigate the rapidly evolving streaming landscape with commissioning, negotiation, consumer products, marketing and strategic development. Interested parties can learn more here.
“The Netflix Kids Content Performance Report sets the stage for streaming’s future by delivering the first genre-specific analysis of its kind. After months of development and with the support of Fingal Local Enterprise Office, we’re excited to launch this essential resource for industry professionals,” said Horgan.
Unveiling Critical Insights in Kids’ Streaming Performance
Historically, access to content performance data has been locked behind expensive paywalls like Nielsen and BARB. Netflix is changing the game by releasing detailed performance data at scale, creating both a valuable opportunity and challenging conundrum for the industry, as contextualizing the vast depth of data to extract meaningful insights is arduous and time-consuming. This move by the streamer toward transparency also addresses demands for greater data access, a key issue raised by the creative community in recent industry strikes.
“Finally, something like this exists,” said Denis Crushell, Chief Commercial Officer at Precise TV, a company that advises production studios and brands on content distribution and advertising strategies as the leading kidSAFE, COPPA-certified YouTube advertising platform. “Emily’s report is a valuable source of truth that we’ll be using to develop our strategy to help partners navigate the evolving ad-supported Netflix landscape.”
Decoding Netflix’s Success Metrics
Netflix tracks content performance using two key metrics: Hours Viewed (favoring long-form content with multiple seasons) and Views (offering a balanced comparison across formats). The Netflix Kids Content Performance Report leverages both metrics but is led by Views, as favoured by the streamer itself.
Horgan and her team of experts have meticulously analyzed 50,000 lines of Netflix data, offering an actionable framework that highlights key performance markers for genres, formats, studios, and audiences. This contextualizes raw data into practical insights for decision-makers.
“The report provides digestible markers on genre, format, studio and audience. I’ve gathered a team of experts to explore data and compile meaningful, easily digestible and practical insights, allowing readers to clearly see changing trends and track things like new franchises as they emerge,” Horgan said.
Data-Driven Strategies for Market Leadership
The report categorizes kids’ content into four key areas—Preschool, Comedy Animation, Action Animation, and Fantasy Animation—offering performance benchmarks that reveal which subgenres are driving engagement. As new franchises emerge, this subgenre-level analysis provides an essential competitive edge for studios and IP owners alike.
Horgan’s in-depth analysis provides ready-to-use intelligence on Netflix’s kids’ content strategies, while also offering an overview of market trends across genres. Buyers will gain insights into what to consider when promoting their series and IP on streaming platforms, as well as valuable advice on distribution and market intelligence on strategies surrounding new show launches.
“Context, clarity, nuance and digestibility are the key things I’ve aimed for in pulling together the report. Our focus on genre-specific insights allows buyers and licensors to fine-tune their strategies based on the most up-to-date performance data. It’s crucial for anyone who wants to stay ahead of the curve in the kids’ entertainment space,” said Horgan.
Looking ahead, Emily Horgan plans to expand the report’s scope to include deeper analysis of brands and franchises, with further insights into live-action content and feature films. Additionally, she is developing a strategic playbook for new series and season launches, along with a specialized report on anime.
“As more platforms release their own engagement data, we’ll continue to evolve the report to provide even more relevant insights to the kids’ streaming industry,” Horgan explained.