Fri Sep 20 13:45:00 UTC 2024: ## Kids TV: The Secret Weapon to Fight Streaming Churn
**New research suggests that streaming services are overlooking a key demographic in the battle against subscriber churn: children.**
According to Ampere Analysis, households with children are **less likely to cancel their streaming subscriptions** compared to those without. This trend is attributed to the **high demand for children’s programming** and the fact that these shows often become family favorites, keeping viewers hooked.
The data reveals that in the first quarter of 2024, **36% of SVOD subscribers without children were at risk of churning**, while only **26% of subscribers with children were considered at risk**.
**The most popular children’s show in the US this year is “Bluey”**, an Australian import that consistently ranks high in terms of minutes watched. This highlights the **growing demand for high-quality, engaging children’s content**.
However, the research also points to a **worrying trend in the commissioning of children’s programming**. The TV industry’s overall decline in commissioning has **hit the Children & Family subsection hard**, with a 15% global drop in announced titles and an 18% decline in on-demand titles.
This shortage of new content creates a **competitive advantage for streaming services that invest in quality children’s programming**. Platforms like public broadcasters in Western Europe, with their strong financial backing, have secured a significant advantage in this area.
The article concludes that **streaming platforms need to recognize the importance of children’s programming** and invest in high-quality content to retain subscribers and **combat the growing threat of churn.** The research underscores that **”Viewers Like You”** – the younger viewers – are crucial to the success of the streaming industry.
First Piper 