For Streamers, Kids Programming Has Never Been More Valuable Than During the Pandemic

With schools and activities closed, children are 'starved for entertainment'

Elmo hosts the upcoming HBO Max original, The Not Too Late Show.
HBO Max hopes that kids programming like its new Elmo talk show encourages families to subscribe. WarnerMedia

When HBO Max debuts this month, the service will feature late-night shows from HBO talent like John Oliver and Bill Maher. But it will also include a talk show aimed a different audience, given that the program is hosted by the furry red puppet Elmo from the children’s show Sesame Street.

@kelseymsutton kelsey.sutton@adweek.com Kelsey Sutton is the streaming editor at Adweek, where she covers the business of streaming television.