Established IPs are still the key to capturing kids’ attention, according to new data from Ampere Analysis, and Netflix is coming around to the strategy. 

The London-based market research firm’s latest study tracked the release of 400 seasons of shows from major kids brands between the first half of 2021 and 2025 across platforms and networks including Netflix, Prime Video, Apple, Disney, Paramount and Warner Bros. Discovery. Here are some of the report’s key findings: 

The top five franchise commissions: 

Why familiar IPs are strong performers: According to Ampere, IPs such as Sesame Street, Mickey Mouse and Gabby’s Dollhouse have strong brand recognition, which gives parents a feeling of safety that the content is appropriate for their children to watch and reaches a high standard of quality. 

The strategy behind Netflix picking up Sesame Street: With CoComelon jumping ship to Disney+ in 2027, Ampere views Netflix’s acquisition of Sesame Street as a critical move to fill the gap in its preschool portfolio. Not only does this give the streamer access to a beloved family brand, it also strengthens its credentials as a trusted platform for family content with kids and parents alike.

Tapping into YouTube for alternatives: Over the past four years, Netflix has relied on YouTube as an incubator for new and emerging kids content that stands out from what’s on its linear competitors—such as CoComelon (83.1 million views), Ms Rachel (53.4 million views) and Bebefinn (29.9 million views). This strategy could be shifting, with the streamer’s acquisition of Sesame Street signalling that it’s interested in picking up a well-established brand that can help it grow and retain its kids audience. 

Analyst’s outlook: “Franchises play an important role in the children and family genre because brand recognition not only helps build awareness for upcoming titles, it also creates a sense of trust in the quality of the content—crucial for parents,” says Ampere’s senior analyst Christen Tamisin. “Netflix recognizes this and draws upon both established IPs and franchises, while introducing popular new content from YouTube.”