Tuesday, August 16, 2011

Netflix Launches “Just for Kids”

Watch kids watch a movie or TV show. Notice how they differ from adults. First, kids love to watch the same thing over and over again. More importantly, kids identify with shows more by the characters than by the title.

Todd Yellin here. In addition to being VP of product innovation at Netflix, I’m a dad of a five and seven-year-old who love to watch characters. So, in both of my roles, I’m proud to announce the launch of a more intuitive and enjoyable way for children to watch all of the great age-appropriate TV shows and movies available to watch instantly streaming from Netflix: “Just for Kids.”

Click on the “Just For Kids” tab on the Netflix Web site and you’ll find a world of movies and TV shows suitable for children 12 and under. Scan through row after row of kid-friendly genres like girl power, talking animals, superheroes, dinosaurs, princesses and robots. And check out our new character area at the top and bottom of “Just for Kids,” featuring everyone from “SpongeBob SquarePants” and “Dora the Explorer” to “Jimmy Neutron”, “iCarly” and “Thomas the Tank Engine." Kids can click on any one of more than one hundred of their favorite characters to find what they want to watch, when they want to watch.

To prioritize these selections we’ve worked with Common Sense Media, a leading non-profit that provides trustworthy information and tools so that families can have a choice and a voice about the media they consume.

“Just for Kids” is available on the PC and Mac to Netflix members in the U.S. and Canada today with similar functionality to come on the Wii, iPad and many other devices.

As a product innovator and a dad, I’m really pleased with “Just for Kids” and I hope you’ll enjoy it too.