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Netflix Targets Families With New Streaming Platform

18 Jun, 2013 By: Erik Gruenwedel

Netflix.com/families is a one-stop source for content and tutorials for parents of young children

Netflix June 18 launched an online platform (www.Netflix.com/families) featuring recommendations of popular family TV shows and movies, information on the best ways to stream, and videos about how other families use the subscription video-on-demand service.

The link, which is in addition to Netflix’s “Just for Kids” platform, is designed to help families deal with summer, school vacations and children milling around the house with idle time. According to a Netflix survey conducted by Wakefield Research, among 500 U.S. parents with children ages 5 to 12, 86% said they wish they could bring their kids' favorite TV shows and movies along with them during vacations, travel or at home.

"We see about a 30% increase in family and kids content viewing hours during summer," Ted Sarandos, chief content officer at Netflix, said in a statement.  "With the Netflix Families page, we've used our proprietary algorithm to create lists we think families will love. In the 'Are We There Yet' list, we've picked TV shows and movies ideal for watching on your tablet in the airport and the 'TV for Curious Kids' lists have shows that will help keep kids' minds active during the summer months."

The survey found that 84% of families have three or more Netflix-ready devices (smart TVs, phones, game consoles, tablets, laptops) in their household, yet 59% of those households are not using them to stream content. Netflix Families offers quick-start instructions for those unsure about how to stream.

"I was overwhelmed by the idea of streaming and so I never took the time to see what it was all about," said Melissa Musen Gerstein, co-founder of The Moms, an online site catering to mothers with children. "Now, I love watching all the great TV shows I missed while I was giving the kids baths every night. I curl up with my iPad after the kids are in bed and enjoy what I want to watch."

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