Netflix After School Gains Momentum As Kids’ Channel

Netflix After School has grown steadily over the course of 2024, with U.S. minutes watched across YouTube and Facebook climbing from 35.8 million to 63.2 million over the last 13 months – according to data from Tubular Labs.

• In November, Spellbound drove the bus for Netflix for Kids. Of the channel’s 54 YouTube uploads on the month, 34 were about the show Spellbound. 
• But Netflix for Kids also avoided clinging to a single type of video. Shorts accounted for just under 50% of videos, four videos were over 10 minutes long and two were over 28 minutes long; and all contributed to watch-time gains.

The popularity of content tailored for younger viewers is nothing new, but it’s still notable that Netflix has been able to grow its footprint so much in the crowded space.

Netflix After School also stands out as a different type of content geared toward school-age children, versus a lot of the most popular kids video channels (Ms. Rachel, Cocomelon, etc.) being for preschool and younger ages. And with "after school programming" looking so different for kids today vs. decades ago, a pivot back toward what worked on traditional TV provides an interesting test for what could still be repeatable in the streaming era.