[Asia Economy Reporter Seulgina Cho] Global online video service (OTT) Netflix has redesigned its 'Kids Profile' to help young viewers easily find their favorite programs. The new design features character images displayed above the program list, making it more visually appealing to children.
According to IT media TechCrunch on the 13th (local time), Netflix decided to revamp the Kids Profile to help children more easily recognize their favorite shows. When children log into their account on a TV, the titles and characters of their favorite programs appear at the top of the screen. Previously, there was little difference in layout between Kids Profiles and adult profiles.
Netflix explained, "We wanted to present the (program) titles in a way that children recognize best through characters." TechCrunch described it as "more visual," adding, "For new Netflix subscribers, the character images will help them decide which programs they want to watch." The Verge also praised Netflix for redesigning the Kids Profile to be more "kid-friendly."
The favorites list will include not only Netflix original programs but also titles from the entire catalog. Netflix added that a program must be watched at least once for it to appear in the favorites list.
This move is interpreted as part of efforts to provide more personalized and targeted services amid the increasingly competitive OTT market. It also aims to counter Disney+, a competitor boasting a vast content lineup so extensive that children worldwide are said to have grown up with Disney. Disney+, which is set to launch in the Korean market later this year, surpassed 100 million global paid subscribers (including Hulu and ESPN) in March since its 2019 launch. Considering it took Netflix about 10 years (until 2017) to reach 100 million subscribers, this represents rapid growth.
The redesigned profile will first be applied to the TV application. Testing on tablets and mobile devices is planned within the next few months.
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