For the major international SVoD players in the UK animation makes up the largest share of children & family content. Animation makes up 45% of Netflix’s children & family catalogue and 40% of Amazon Prime Video’s. As the volume of titles on these platforms continue to increase, both Netflix and Amazon have continued to put more direct resource into children & family animation; the genre accounts for 60% of Netflix’s original and exclusive content and 53% of Amazon’s smaller number of equivalent titles.
Despite these similarities, a key area of difference is that Amazon is focusing more heavily on live-action children and family drama. This genre accounts for 19% of Amazon’s children & family content compared to 11% of Netflix’s catalogue. Children & family drama has remained a stable proportion of Netflix’s catalogue, increasing from 8% in April 2017, to 11% in April 2019. This compares to an increase in Amazon’s children & family catalogue from 11% in April 2017, to 19% by April 2019.
Among of Amazon’s commissioned up-coming children & family titles, drama accounts for the second largest proportion, following animation, at 18% of titles. In contrast, drama is the smallest proportion of Netflix’s commissioned children & family content at just 2% of titles in production.
Comedy is another area where these two platforms differ. The genre accounts for 28% of the children & family content on Netflix and 17% on Amazon. Despite this, children’s comedy comprises a similar percentage of the original and exclusive children & family titles; 20% on Netflix, and 17% on Amazon.