MipJunior, the kids & famiy prolog to Mipcom, kicked off Saturday with Ampere Analysis’ Celine Amor delivering a sobering analysis of kids content market challenges, in which downsized orders from streamers figure prominently The major problem for so many kids content producers these days is getting their series financed. Many are now at Mipcom, the world’s biggest annual TV confab set to take place from Monday in Cannes, the same French Riviera city that hosts the legendary film festival. Proceedings kicked off Saturday with MipJunior, the kids & family prolog to Mipcom proper.
In a brief but bracing scene-setting snapshot of the 2026 kids content market which helped kick off MipJunior proceedings, Ampere Analysis Senior Research Manager Cyrine Amor unveiled the plummet in streamer orders over just the last four years, and why. Last decade, new streaming services were hailed as the great hope for the kids & family entertainment industry. Parents will not want to pull a service providing their kids’ favorite TV shows; kids love repeated viewing, the arguments went. 10 years later, streaming service first run orders have fallen fast.
SVOD service Kids TV orders plunged from 196 over 12 months to first half 2022 to 88 during 12 months to first half 2026. That does represent a 22% uptick over a 2025 figure of 72, Amor noted. But it comes from a radically lower base.
First, kids entertainment is now available across multiple newer platforms. SVOD operators stream 240,000 hours of annual content globally, Netflix alone 4,000 hours, Amor said at the presentation. Yet AVOD offers 140,000 hours a year around the world, just Tubi 24,000.
And YouTube has 250 kids channels with over 10 million subs and a 300,000 hour total across videos, shorts and livestream of which 80% are pre-school channels. Also, Streaming Audiences Are Focusing on Goldie-Oldies Also – and this is true of audiences at large for series and movies – according to Ampere Analyis’ PlumResearch, streaming services have discovered that most of their viewing is long tail, which accounts for a stunning 90% of views and 75% of titles. Think “Star Trek,” “Dark,” “Archer” and “Primal,· not first run-hits such as “Squid Game.” SVOD operators have reacted.
Share of “new content” hours (first released during the previous five years), has halved on Amazon Prime Video from 22% in July 2022 to 11% in July 2024. Disney is down from 23% to 13% same time period. Netflix has made a larger attempt to place first run commissions.
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