Kids Remain Focal Point Of Netflix MarketingBy: Chris Crum - August 19, 2013
Netflix has released yet another ad pushing its Netflix Kids offering with a new YouTube upload “Netflix ‘Supplies’ Ad Spot”.
“Everyone remembers building a pillow fort as a kid. Now imagine you could take Netflix inside!” the company says in the video description. “Netflix has tons of movies and TV shows for the whole family, including new and classic titles from Disney, Dreamworks, Cartoon Network, Scholastic and more. Oh to be a kid again.”
Netflix has included kids content as its main focal point of video marketing all summer long, and continues to do so as kids go back to school. In early summer, Netflix launched its Netflix Families site aimed at generating a bigger spike in children’s video streaming while they were on summer vacation. Then, at the end of July, Netflix launched a Netflix Kids TV spot as families prepared for the back-to-school season.
These are all just parts of what seems to be a broader strategy to push Netflix as a family service. Earlier this year, the company launched a new Family plan, giving subscribers access to four simultaneous streams for $12. More recently, it launched user profiles, which are designed to let households divide up queues and suggestions for various family members.
Of course, Netflix is working to expand its family-friendly content as well. Most of the company’s original shows have been pretty adult-themed, but in July, it debuted Mako Mermaids for kids, and more episodes will hit the streaming service in September. In addition to that, Netflix recently partnered with DreamWorks Animation, which will see Netflix gaining over 300 hours of new, original programming targeted at young people, and just made all episodes of Goosebumps and The Magic Bus available.