Why HBO, Netflix, and Amazon Want Your Kids

When HBO decided to take the Internet seriously, it was only a matter of time before it started getting interested in your kids. The deal for rights to premiere the next five seasons of Sesame Street on HBO's cable channel and streaming services, alongside other Sesame Network content produced exclusively for HBO, shows just how important children's programming has become to anyone who wants to build and maintain a massive subscriber base in a marketplace being reshaped by cord-cutting behavior. To prove the point: Both Amazon and Netflix are launching new kids' shows today.

Netflix, Amazon, and other streaming services have gained a lot of attention for HBO-style prestige dramas, such as Orange Is the New Black and Transparent. The aggressive moves by these streaming services into kid-focused programming has received far less attention. Nearly a quarter of television content available on Amazon is children’s programming, according to SNL Kagan data from October 2014, and 17 percent of Netflix shows are likewise aimed at kids.