The Netflix kids’ landscape is the most competitive it’s been since the streamer started releasing engagement data, Emily Horgan found in her latest deep-dive report on the platform, noting that preschool is the most fiercely contested category.
Horgan released the H2 2025 Netflix Kids Content Performance Report, her fifth studying how kids’ fare is performing on the service. The top show in the period for hours viewed was PAW Patrol, an acquisition, with 344 million, while Gabby’s Dollhouse, an original, remained the dominant force across the full year with 600 million plus hours viewed. From the creator economy, Ms. Rachel has also been a big hit for Netflix, rising from sixth place to fourth within its first year. Meanwhile, the pubcasting institution Sesame Street, previously streamed on HBO Max, launched on Netflix “on the lower end of preschool performance benchmarks,” the report indicates.
The report also spotlights how creator economy kids’ content is doing on Netflix—in addition to Ms. Rachel, Mark Rober’s CrunchLabs has made a mark on the platform—and looks into the sustained success of KPop Demon Hunters, “a breakout crossover phenomenon, driving viewing across streaming, music, and YouTube well beyond its launch window,” the report explains.
Horgan also examines the potential impact of the Paramount/Warner Bros. Discovery merger on Netflix’s kids’ strategy. The report also references CoComelon‘s decline, significant numbers for SpongeBob SquarePants, and more.
“Last year the kids’ content story on Netflix became one of heated competition,” said Horgan. “What stands out in the H2 2025 data is the degree of movement within the rankings. Shows are trading positions, new IP is landing with genuine weight, and even the most established franchises are having to earn their place. That level of competition is good for the industry, and it makes tracking the data more important than ever. Alongside that, the consolidation of creator-led content, the confirmed scale of KPop Demon Hunters, and the success of cross-generational titles tell us that the routes to top-tier performance in streaming are widening. The M&A environment adds another layer of complexity. Longstanding animated franchises, like SpongeBob, still drive significant streaming value. Where that IP lands, and on whose platform, will shape the kids’ streaming picture for years to come.”
Horgan is the founder and author of the Netflix Kids Content Performance Report and publishes The Kids StreamerSphere industry newsletter. Find more on her Netflix reports here.
