Children’s content is thriving. Netflix’s second-most-viewed category in early 2024 was kids and family.
Yet, the industry faces challenges: CITV shut down, CBBC moved online, and concerns grow over commercial kids’ TV disappearing altogether.
So, how is the industry adapting?
The power of Kidscreen Summit
Key players in children’s TV will flock to San Diego for Kidscreen Summit – one of the industry’s most important events in the calender.
Corralling creators, producers, distributors, retailers and buyers of ‘kids’ content, the conference serves as a vital opportunity. Essentially, it’s where deals are made, and the future of kids’ content is shaped. Last year alone welcomed 1,800 attendees from more than 50 countries.
This year’s lineup includes our new client: Lithuania’s top brand, Nelly Jelly (aka Kakė Makė), which is global expansion. Having partnered with UK studio 3Megos, NJ World is on the hunt for broadcasters and investors to bring its CG-animated series to a worldwide audience.
Meaningful and diverse content
The demand for diverse, meaningful storytelling is stronger than ever. Today’s parents seek content that reflects modern family structures, gender identities, and emotional resilience.
Nelly Jelly embraces this shift, following six-year-old Nelly as she navigates life’s “wobbly moments” with the help of her monster friends. Along the way she is empowered to feel more confident. The monsters – Jam, a strong and protective female, and Jim, a neat and introverted male – challenge traditional gender roles.
Doc McStuffins is another example. The musical series follows a young girl who aspires to become a doctor like her mother, while her father takes on reversed role of domestic work.
The Rise of ‘Kidults’
It’s not just kids driving the market. The ‘kidult’ trend – adults embracing nostalgic kids’ content – is booming. Adults are turning to toys and kids’ TV, not only to enjoy nostalgia but also as a stress reliever. In turn, they become part of huge fandom networks, including Marvel.
The Amazing Digital Circus is another series with a prominent kidult audience, taking inspiration from the growing influence of AI.
Aardman’s Chicken Run: Dawn of the Nugget topped SVOD charts in 2024, proving that quality animation appeals across generations. Brands tapping into this crossover audience are seeing huge success.
Global takeover
Asian pop culture continues to dominate, with anime, manga, and ‘kawaii’ aesthetics soaring in popularity.
Characters like Miffy, although Dutch in origin, transcends borders from East to West, with her simplicity and cute, ‘kawaii’ appeal.
A long-standing client of Highlight’s, Miffy is soon to star in a new TV series in development with brand owner Mercis, Superprod Animation and Studio Canal which will undoubtedly engage a whole new generation of children worldwide.
Looking ahead
The future of kids’ TV is bright – but only if it continues to evolve.
Investing in diverse, emotionally rich storytelling, engaging ‘kidult’ audiences, and embracing global trends will be key.
As champions of compelling children’s content, we’re proud to play a role in shaping what’s next.
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