Most adults today can easily remember their favorite shows from Disney or Nickelodeon.
But today’s youth have more options than ever, and according to Business Insider, Disney is facing a problem: it is losing its “monopoly on kids.”
A statistic: the Disney Channel boasted a daily average of about 2 million viewers during prime time in 2014. By 2023, that number has dropped to 132,000.
If it’s not Disney, what are they watching then?
Kids are consuming media on streaming services… but not on Disney+. YouTube captures 23.3% of TV viewership among children aged 2 to 11, followed by Netflix with 13.7% and Disney+ with 7.6%.
Viewing habits among children have shifted to favor short videos instead of full shows or movies. YouTube offers a plethora of free videos, while its algorithms provide an endless supply of personalized content.
“Cocomelon” started as a YouTube channel and still has 178 million subscribers on the platform (the Disney Channel has 9.1 million).
These changes in patterns affect Disney’s ability to attract loyal fans who want not only its content but also merchandise and experiences.
So, what are companies like Disney doing?
Several traditional TV channels have created their own YouTube channels – including Disney, which has amassed over 34 million views on YouTube by posting episodes of Star Wars Young Jedi, according to Wired.
Kid-centered media may also find ways to collaborate with other platforms that children enjoy, including “Fortnite” and Roblox…
…or try marketing to adults:
In 2022, more than 60% of Disney+ subscribers were adults without children at home – which is not surprising, as its most talked-about shows are the Marvel and Star Wars series, which are more geared towards adults.
Moreover, so-called “Disney Adults” have money to spend on visits to theme parks, hotels, and merchandise.
After all, who doesn’t turn into a child when entering Walt Disney’s magical world?
Source: The Hustle