Jun 19, 2019

Amazon reportedly abandons original children's series

As the battle for streaming supremacy heats up, one competitor appears to be making a tactical retreat. According to an anonymous source speaking to the Los Angeles Times, Amazon Studios has lost interest in developing original children's series.

The report describes a clash between Amazon executives over the future of its streaming service, Prime Video. Some, like former Amazon Studios head Roy Price, saw children's television as an important growth area. Other executives, including founder Jeff Bezos, disagreed.

Many customers subscribe as part of a broader Prime membership package. According to the report, some at the company argue that parents would keep their membership regardless because of other benefits, such as expedited delivery of diapers. They conclude that well-known classic movies aimed at seniors and general audiences would be a healthier investment. To that end, Amazon recently released a teaser for "Undone," an original animated series aimed at adults.

Amazon Studios has declined to comment on this particular discussion, but has issued the following statement:

"After seeing customer feedback, we recognize the need to expand and broaden our audience target and focus on developing content for families as well as for children. The decision was made to focus on developing content for families as well as for children. We also continue to develop animated content aimed at young adults."

"We are also working on developing content for young adults."

"We are also working on developing content for children.

These ambitions are reflected in the company's subtle changes. Last year, Melissa Wolfe was named head of children's programming at Amazon Studios. She is now responsible for animation and family programming.

Prime Video currently boasts about 20 original children's series, including Lost in Oz, Niko and the Sword of Light, and The Stinky & Dirty Show. The company also has a wide variety of licensed programs such as "Spongebob Squarepants" and "Shaun the Sheep". Most are animated series. Amazon confirmed that it has no plans to discontinue any of them.

The Los Angeles Times report comes as Disney and Apple are preparing their own streaming services, which are scheduled to launch in the fall. Disney has a vast library of programming, especially for children, but has also indicated that it will acquire content from outside producers; in December, Apple announced a deal with DHX Media to produce original programming based on its Peanuts properties, and Tara Sorensen from Amazon as head of children's programming.

Meanwhile, Netflix continues to lead all streaming services in investment in children's content, estimated to reach $1.1 billion in 2019 (about 11% of its total content budget). The streaming service focuses on both producing original series (including upcoming series like Mighty Little Bheem, Motown Magic, and Kid Cosmic) and licensing existing series from producers around the world.