Netflix Creates Special Platform ‘Just for Kids’

Netflix's recognizes that video streaming makes it easier for kids to watch movies on on-demand with a variety of mobile devices. What about the parents? I am sure they prefer DVDs. I wonder if they will subscribe to both plans.

Netflix set aside a special section on their platform for kids. It is appropriately called “Just for Kids.” The interface streams content for children ages 12 and under. The programming is completely tweaked for the way kids experience movies and TV shows.

According to Common Cause Media, a non-profit reseach company working with Netflix, almost half of the 25 million Netflix users in the U.S. and Canada have instantly watched at least two shows for kids in the last 90 days.

The new kids’ website coincides with its ultimate popularity and with Netflix’s announcement about their plans to unbundle the unlimited video streaming option and DVD rentals, the most popular plan at Netflix. Netflix recognizes that video streaming makes it easier for kids to watch movies on-demand with a variety of mobile devices. What about the parents? I am sure they prefer DVDs. I wonder if they will subscribe to both plans, interesting.

VP of Product Innovation Todd Yellin writes on the Netflix blog:

“Watch kids watch a movie or TV show. Notice how they differ from adults. First, kids love to watch the same thing over and over again. More importantly, kids identify with shows more by the characters than by the title.”

“Just for Kids” can be located all by itself as a separate tab on the Netflix home page. All you have to do is click it, and you’ll see movie titles arranged in horizontal rows by category— Girl Power, Talking Animals, Friends and more. But, if you look at the page little more carefully you will also see icons of characters on the top row. They are of both cartoon and human from popular movies and shows. Any kid can click on the icons to find and watch the content that features them. The website is so simple for kids to use.

Netflix plans to make “Just for Kids” operational for Nintendo Wii, Apple iPad and other devices.