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What Children's Content Do the Major Svod Services Want?

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What Children's Content Do the Major Svod Services Want? What Children’s Content do the major SVoD services want? Fred Black 2019 Analysis Ampere © December 2019 Understanding the Future of Entertainment 1 What is this session about? How serious are the streaming giants about Kids content? What kinds and quantities of content do the streaming platforms commission as originals and exclusives? What kinds and quantities of content do the streaming platforms acquire from third parties? How have their Kids content strategies changed over time? © Ampere Analysis 2019 Analysis Ampere © Understanding the Future of Entertainment 2 Netflix and Disney+ are the most interested in original Kids content production Subscription VoD service Kids title slates 48 260 59 119 42 18 37 12 3 3 Netflix Amazon Disney+ AppleTV+ HBO Max Kids Content Other Content 2019 Analysis Ampere © Source: Ampere Commissioning Understanding the Future of Entertainment Netflix, Amazon & HBO Max are upcoming only. Disney+ and AppleTV+ include released titles 3 IP a key battleground for upcoming original Kids content at the streaming titans Amazon Netflix Apple Disney+ HBO Max • Creating own IP- • Book adaptations a • Helpsters, A • Animated Pixar • TV spin-offs and only 1 of three titles key strategy, Sesame Street spin- movie franchises, reboots: Adventure from previously including the off featuring Big Bird including two spin- Time, Jellystone, offs from Toy Story, existing: Chronicles of Narnia • Educational short and one from Looney Tunes, as • Bibi & Tina, from & The Roald Dahl form series from Monsters Inc. well as three spin- German franchise Universe. Snoopy & the • Live action movie offs from Sesame about a witch • Toy tie-ins – Go! Peanuts gang franchises: High Street. Go! Corey Carson School Musical and • Movie spin-offs and The Sandlot tie-ins; Animated • TV reboot of series from Jurassic animated World chipmunks Chip ‘n’ Dale • Turning successful • Podcast Adaptation: online IP into series- Pants on Fire Game Storybots Show 2019 Analysis Ampere © Source: Ampere Commissioning Understanding the Future of Entertainment 4 The number of Kids titles on Netflix plateaued from the beginning of 2018 Number of distinct titles on Netflix UK 6.000 5.000 Total Content Kids Content 4.000 3.000 2.000 2016, 452 titles 2017, 469 titles 2018, 533 titles 2019, 538 titles 1.000 0 2015 2016 2017 2018 2019 2019 Analysis Ampere © Source: Ampere Analytics, Movies and TV Shows Understanding the Future of Entertainment 5 The number of Kids titles on Amazon Prime continues to grow rapidly Number of distinct titles on Amazon UK 12.000 10.000 Total Content Kids Content 8.000 6.000 4.000 2016, 304 titles 2019, 904 titles 2.000 2018, 713 titles 2017, 322 titles 0 2015 2016 2017 2018 2019 2019 Analysis Ampere © Source: Ampere Analytics, Movies and TV Shows Understanding the Future of Entertainment 6 Although Amazon has more titles – both Kids and overall - raising issues around discoverability UK: Number of distinct Kids titles - May 2019 9.410 5.019 536 969 Netflix Amazon Prime Video Kids Content Other Content 2019 Analysis Ampere © Source: Ampere Analytics, Movies and TV Shows Understanding the Future of Entertainment 7 Netflix’s position has been achieved with fewer titles; fewer movies & more longer running titles UK: Volume of Kids content hours - May 2019 3.423 3.435 754 377 Netflix Amazon Movie TVSeason 2019 Analysis Ampere © Source: Ampere Analytics, Movies and TV Seasons Understanding the Future of Entertainment 8 Netflix’s Kids catalogue genre splits have been very consistent over the last 12 months Netflix Kids genres - May 2019 Netflix Kids genres - May 2018 Animation 3% 3% 3% Live Action Comedy 7% Live Action Drama 9% Action & Adventure 11% 42% 46% 10% Sci-Fi & Fantasy Science & Education Miscellaneous 28% 30% Other Live Action © Ampere Analysis 2019 Analysis Ampere © 536 titles 550 titles Source: Ampere Analytics, Movies and TV Shows Understanding the Future of Entertainment 9 Netflix originals and exclusives catalogue contains more animated shows Netflix Kids genres - May 2019 Kids originals/exclusives - May 2019 3% 4% Animation 3% 3% Live Action Comedy 7% Live Action Drama 10% Action & Adventure 11% 46% Sci-Fi & Fantasy 58% Science & Education 20% Miscellaneous 28% Other Live Action © Ampere Analysis 2019 Analysis Ampere © 536 titles 111 titles Source: Ampere Analytics, Movies and TV Shows Understanding the Future of Entertainment 10 Over two thirds of Netflix’s upcoming titles are animated Netflix Kids genres - May 2019 Netflix upcoming Kids originals Animation 3% 4% Live Action Comedy 7% 7% Live Action Drama 11% Action & Adventure 11% 46% Sci-Fi & Fantasy 7% Science & Education 61% 3% 5% Miscellaneous 28% Other Live Action © Ampere Analysis 2019 Analysis Ampere © 536 titles 57 titles Source: Ampere Analytics, Movies and TV Shows Understanding the Future of Entertainment 11 Amazon’s Kids catalogue is again consistent, with more live action than Netflix Amazon Kids genres - May 2019 Amazon Kids genres - May 2018 Animation 3% 3% Live Action Comedy 4% 8% 4% 8% Live Action Drama 7% 41% 8% Action & Adventure 44% Sci-Fi & Fantasy 18% Science & Education 20% Miscellaneous 16% 15% Other Live Action © Ampere Analysis 2019 Analysis Ampere © 969 titles 723 titles Source: Ampere Analytics, Movies and TV Shows Understanding the Future of Entertainment 12 Amazon’s originals and exclusives, like Netflix, gear towards animation Amazon Kids genres - May 2019 Amazon Kids originals/exclusives - May 2019 Animation 3% 3% 3% Live Action Comedy 4% 8% Live Action Drama 13% 7% 41% Action & Adventure 10% Sci-Fi & Fantasy 54% Science & Education 20% 17% Miscellaneous 16% Other Live Action © Ampere Analysis 2019 Analysis Ampere © 969 titles 30 titles Source: Ampere Analytics, Movies and TV Shows Understanding the Future of Entertainment 13 Amazon’s upcoming slate is tiny with the service relying instead on acquisition Amazon Kids genres - May 2019 Amazon upcoming Kids originals Animation 3% 1% Live Action Comedy 4% 8% Live Action Drama 33% 34% 7% 41% Action & Adventure Sci-Fi & Fantasy Science & Education 20% Miscellaneous 16% 33% Other Live Action © Ampere Analysis 2019 Analysis Ampere © 969 titles 3 titles Source: Ampere Analytics, Movies and TV Shows Understanding the Future of Entertainment 14 Disney+’s own upcoming slate is small, the service needs to co-opt other Disney content Disney+ Kids genres - November 2019 Disney+ upcoming Kids originals 4% Animation 3% 3% Live Action Comedy 10% Live Action Drama 12% 27% 10% 40% Action & Adventure Sci-Fi & Fantasy 9% 15% Science & Education 5% Miscellaneous 42% 20% Other Live Action © Ampere Analysis 2019 Analysis Ampere © 446 titles 20 titles Source: Ampere Analytics, Movies and TV Shows Understanding the Future of Entertainment 15 Netflix’s provision of Kids titles is relatively consistent in terms of age classifications Netflix Kids content age ranges - May 2018 vs. May 2019 13-18 years 15% 13% 15% 17% 10-12 years 7-9 years 32% 34% 5-6 years 23% 22% 0-4 years 253 titles 14% 13% 283 titles May 2018 May 2019 2019 Analysis Ampere © Note: TV Shows only Understanding the Future of Entertainment 16 Compared to catalogue, originals and exclusives favour older age groups Netflix Kids content age ranges - May 2019 13-18 years 12% 17% 16% 13% 16% 10-12 years 26% 7-9 years 39% 27% 26% 5-6 years 21% 24% 23% 0-4 years 16% 16% 9% Netflix catalogue Netflix originals/exclusives Netflix up-coming titles 2019 Analysis Ampere © Note: TV Shows only 189 titles 94 titles 37 titles Understanding the Future of Entertainment 17 Netflix looking to fill older age ranges with original content, with 7-9 the key age for acquisition Projected Netflix acquisitions by age 16 10 8 7 5 0 to 4 5 to 6 7 to 9 10 to 12 13 to 18 2019 Analysis Ampere © Understanding the Future of Entertainment 18 Amazon is again consistent over time in its presentation of Kids content by age Amazon Kids content age ranges - May 2018 vs. May 2019 13-18 years 12% 13% 13% 13% 10-12 years 23% 22% 7-9 years 23% 20% 5-6 years 30% 33% 0-4 years 520 titles 547 titles May 2018 May 2019 2019 Analysis Ampere © Note: TV Shows only Understanding the Future of Entertainment 19 Compared to catalogue, originals and exclusives strongly skew towards 5-9 year olds Amazon Kids content age ranges - May 2019 13-18 years 14% 29% 12% 33% 10-12 years 20% 7-9 years 39% 20% 5-6 years 67% 20% 0-4 years 35% 12% Amazon catalogue Amazon originals/exclusives Amazon upcoming titles 2019 Analysis Ampere © Note: TV Shows only 498 titles 49 titles 3 titles Understanding the Future of Entertainment 20 The younger the age range the better for Amazon’s acquisitions Projected Amazon acquisitions by age 49 30 29 22 18 0 to 4 5 to 6 7 to 9 10 to 12 13 to 18 2019 Analysis Ampere © Understanding the Future of Entertainment 21 Compared to catalogue, originals and exclusives strongly skew towards 5-9 year olds Disney+ Kids content age ranges - November 2019 8% 6% 13-18 years 14% 37% 21% 10-12 years 38% 7-9 years 29% 5-6 years 44% 44% 36% 0-4 years 10% 12% Disney+ catalogue Disney+ original/exclusive Disney+ upcoming 2019 Analysis Ampere © Note: TV Shows only 446 titles 343 titles 14 titles Understanding the Future of Entertainment 22 Netflix and Disney+ are the most interested in original Kids content production Subscription VoD service upcoming Kids title slates 8% 13-18 years 16% 14% 33% 17% 10-12 years 16% 21% 33% 7-9 years 27% 29% 5-6 years 67% 24% 0-4 years 36% 42% 16% © Ampere Analysis 2019 Analysis Ampere © Netflix Amazon Disney+ HBO Max Source: Ampere Commissioning Understanding the Future
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