Welcome again to a different entry in Emily Horgan’s collection reviewing Netflix’s children’ content material technique by trying into the previous, current, and future. Right this moment, within the third half, Emily will likely be reviewing Netflix’s output take care of Dreamworks Tv, which is beginning to look very dry for upcoming content material.
Because the ink dried on Netflix’s DreamWorks TV deal in 2013 (after which extended in 2016) the movie world had seen practically a decade of DreamWorks and Pixar slugging it out for the animation high spot. Franchises comparable to Vehicles, Shrek, Toy Story, and Madagascar had supplied uppercuts, jabs, and hooks. Illumination had simply convincingly entered the ring with Despicable Me and Walt Disney Animation Studios was writing a veteran comeback story worthy of retelling by…. Walt Disney Animation Studios, with Tangled, Wreck-It Ralph, and Frozen on the way in which.
Blockbuster animated motion pictures had been blessed money cows. This started with a household journey to the cinema, adopted by a DVD buy, rounded off with a big-ticket Christmas toy if you happen to had been fortunate. There gave the impression to be a chunk of the pie for everybody. Concurrently Netflix was lastly being seen as a participant within the market. This was the 12 months they might make their mark on the content material panorama with the brand-defining titles Home of Playing cards and Orange is the New Black.
On the time, the 300-hour DreamWorks TV deal was described as Netflix’s largest ever for authentic first-run content material. This dimension of dedicated collaboration with a child’s content material supplier wasn’t essentially an apparent match with the unique content material they had been lauding. It did, nonetheless, sign their broader technique to push their demos broader and seize the loyal and profitable household viewers. On the time, DreamWorks backing Netflix was a vote of confidence, significantly on condition that it was on the expense of earlier companions Cartoon Community and Nickelodeon. Wanting again, the pivot to SVOD confirmed foresight.
Dreamworks TV titles on Netflix
How did the deal begin?
The deal kicked off throughout 2014 and 2015 with collection like All Hail King Julien, based mostly on Madagascar, and The Adventures of Puss in Boots based mostly on Shrek. These went on to launch 65 and 77 episodes throughout 5 and 6 seasons respectively. It’s value noting right here that episode depend is a greater barometer of quantity than season depend. Animation supply is gradual and tactically batching into “seasons” can provide the phantasm of a better depth of content material. The unique 300-hour commitment would have been fulfilled finally by late 2018/early 2019. Collaboration past this prolonged with seeming enthusiasm.
One other transfer of foresight by DreamWorks was the promotional management they retained. They had been in a position to market these collection within the context of their very own theatrical releases. Crucially they oversaw their very own footprint on YouTube, arguably an important touchpoint right now for this viewers. Efforts on this space have paid off. The previous DreamWorks Animation YouTube Channel rebranded over the Summer season to align with their very own new VOD providing, Peacock Children. This core channel comfortably delivers round 1 billion month-to-month views, with a community of different native language and franchise-specific choices additionally performing healthily.
What labored?
An astounding escape of the whole collaboration is Spirit Using Free. The present relies on the 2002 movie, following the adventures of a mustang, narrated by Matt Damon. The movie was one of many final makes an attempt to realize field workplace success with an old-fashioned, historically animated film. The efficiency was gentle by DreamWorks requirements. The collection launched in 2017 and has seen a roll-out of 72 episodes throughout 11 seasons (see earlier level about season quantity not representing content material quantity). This comes throughout as if, for one motive or one other, Netflix can’t get this present onto their platform shortly sufficient.
Alongside this, DreamWorks cultivated a devoted ‘Spirit’ YouTube presence from day one, bolstered with funding in authentic music movies and internet collection. A full client product program, managed by DreamWorks/Common, adopted the launch. It started within the US and has gone on to construct globally. All of this has made the collection the primary, streaming lead, children present to get pleasure from franchise success. The story then comes full circle, with a theatrical launch introduced for Might 2021.
Finally, by way of pure output, the Dreamworks TV deal has been some of the in depth in Netflix’s historical past. It’s produced at least 98 seasons of assorted exhibits, over 1000 episodes to this point with extra on the way in which. That equates to roughly 415 hours of content material.
What’s subsequent for Dreamworks & Netflix?
So what’s subsequent for the DreamWorks/Netflix relationship? As talked about, DreamWorks guardian firm, NBC Common, launched a rival VOD service, Peacock, within the US over the Summer season. This has already cherry-picked the brand new Madagascar collection, with the brand new Trolls collection promised there too. Sky UK, additionally owned by NBCU, just lately took a bite at the DreamWorks output with lots of of hours additionally dedicated there.
Sky Children Promotional Banner for Dreamworks Content material
Feedback from executives counsel that they’ve seen viewing figures on at the very least a number of the Netflix collection, a privilege not often bestowed on companions. If DreamWorks can apply data-driven insights from this to its personal platform, a last masterstroke of foresight may come residence to roost for them.
Animation output to Netflix nonetheless persists, for now, taking a wily pivot in the direction of collection based mostly on Common movies comparable to The Quick and the Livid and Jurassic World. Authentic pre-school exhibits are additionally within the combine with Gabby’s Dollhouse simply launched and Go, Canine. Go! nonetheless to come back.
The large query, for Netflix at the very least, is will they have the ability to construct their very own children’ content material IP if the Dreamworks deal got here off the desk? Extra on that in a future entry!