With increasing competition among streaming platforms, services are seeking ways to stand out. A key area of focus, particularly given the strong challenge from Disney+, is enhancing their family-friendly appeal. In response, Netflix has announced the introduction of new features designed for families: the Kids Activity Report and Family Profiles. Simultaneously, CBS All Access has added a Kids Mode and other updates geared towards family viewing.

Streaming services have consistently targeted families with children in their marketing efforts, recognizing that these customers frequently opt for more expensive subscription tiers that allow for multiple simultaneous streams. Furthermore, a robust selection of children’s entertainment is a significant factor in retaining subscribers.

Netflix has been a leader in this area, making substantial investments in children’s programming and consistently providing parental control options, including a dedicated “Kids” profile.

The company is now evaluating new features to further refine the Netflix user experience.

One such feature is the Kids Activity Report, which will give parents insights into their children’s viewing habits on Netflix.

This report will detail recently watched shows and identify children’s interests, along with suggestions for related conversation starters and activities – such as coloring pages or jokes – to encourage further family engagement. This feature is particularly useful for families where children often watch content independently or on their own devices, and parents may be less aware of their viewing choices.

The rollout of this feature also coincides with a period where families are spending more time at home due to the coronavirus pandemic, resulting in increased screen time for children. By transforming concerns about excessive screen time into opportunities for offline family activities, this feature could present increased Netflix usage in a more favorable context.

Netflix reports that this report, delivered via email, is currently being tested in select global markets.

Another feature under evaluation is the Family Profile, designed to help families discover programming suitable for all members to enjoy together. Similar to other profiles, the Family Profile will be accessible from the main screen with a unique icon and will maintain its own personalized recommendations and watch lists, distinct from individual profiles.

In contrast to a kids’ profile, which is limited by age settings, the Family Profile will offer titles rated up to PG-13 for movies and TV-14 for shows.

Finding appropriate family content can be challenging, as much of what some streaming services categorize as “family” viewing is geared towards very young children – content that may not appeal to older family members. Family-friendly profiles could instead prioritize more broadly appealing titles, such as the recent release, “Enola Holmes.”

Netflix also highlighted titles like the upcoming animated short “Canvas,” the animated special “A Trash Truck Christmas,” and the live-action family film “We Can Be Heroes” as potential additions to a Family profile.

This test is also being conducted globally, but currently only on television devices, according to Netflix.

The Verge was the first to report on these tests.

“We are continually exploring new methods to enhance the Netflix experience for members of all ages,” stated a Netflix spokesperson to TechCrunch regarding these new features. “We conduct these tests in various countries and for differing durations – and only implement them broadly if users find them beneficial,” they added.

These new family features could also assist Netflix in addressing some of the criticism it received following the controversy surrounding “Cuties” earlier this year.

The French film, an award winner intended as social commentary on the hypersexualization of children, faced condemnation for allegedly exploiting children, potentially impacting Netflix’s subscriber numbers. (The controversy was also linked to the QAnon #SavetheChildren conspiracy, although not all objecting customers were aware of their involvement in the QAnon-driven movement.)

Netflix was not the only streaming service to introduce family-friendly features today.

CBS All Access also announced the launch of its own new family-focused features. However, these launches represent a step towards catching up with other streaming platforms.

The company will introduce a feature allowing families to create up to six profiles per account and manage them using a “Kids Mode” option. This enables parents to establish profiles with content restrictions based on age-appropriate ratings. Additionally, the service’s existing parental controls (PIN-based restrictions) will be available across these new profiles.

These features are being released alongside the addition of approximately 800 more episodes of children’s content, including popular Nick Jr. shows such as “Paw Patrol,” “Blaze and the Monster Machines,” “Blue’s Clues,” “Bubble Guppies,” “Dora the Explorer,” “Shimmer and Shine,” and others. The service already featured over 1,000 episodes of children’s programming before these additions, including “Cloudy with a Chance of Meatballs,” “Danger Mouse,” “Lassie,” “George of the Jungle,” and “Mr. Magoo.” A SpongeBob spinoff, “Kamp Koral,” is scheduled to arrive next year, along with “The SpongeBob Movie: Sponge on the Run.”

In related news, Fire TV, a leading streaming platform, is also working to better serve households and families with its latest updates.

Fire TV currently provides a platform for accessing streaming apps, games, and other content, organized within an interface that includes tailored recommendations and other features. Its redesign, initially announced in September, is beginning to roll out today.

The update introduces a completely new look and feel to Fire TV, reorganizing the navigation and improving the recommendation system. A significant change is the introduction of individual profiles for all Fire TV users – including children – to provide a more personalized experience.

All of these updates are being released starting today. However, Netflix’s tests will not be available to all users immediately.