NBCUniversal launched Universal Kids four years ago with content aimed at 2 to 11 year olds ranging from DreamWorks Animation, unscripted entertainment, live action shows and international programming.
Since launch, the channel has seen a significant decrease in viewership with IndieWire reporting a 30% decline in 2017, followed by a 73% drop in 2018. With the channel pulling roughly 36000 viewers as it slowly gains more viewers.
Just like Universal TV in the U.S.
Despite its poor viewership, Universal Kids was able to launch in Asia making it the first international market to have a Universal Kids on top of DreamWorks Channel where some of its content is seen.
Of course, it couldn't come at a better time seeing that The Walt Disney Company is closing 100 international channels by the end of 2021 as they opt to streaming.
DreamWorks Channel which has been seen as the international counterpart of Universal Kids (until now) has experienced immense growth in distribution with StarTimes being the only provider in Africa to supply the channel.
Seeing that Asia carries both brands, Is it possible the same could be done in Africa likely through MultiChoice's DStv?
MultiChoice offer several price plans for DStv with each have that pillar they leverage of from to get consumers to stick with that particular product.
In this case, Disney Channel was that pillar for certain consumers. So the logical thing to do would be to source out a brand that can carry similar traits such as Universal Kids or risk losing consumers.
Peacock Kids: The Future Of Universal Kids And DreamWorks Channel
NBCUniversal hosts a streaming service called Peacock which is where the name of the kids division, Peacock Kids derives from.
Peacock Kids was first spotted on YouTube when the brand took the spot of DreamWorks Channel with the page also including clips of live-action content.
NBCUniversal has 3 kids brands in total
1. Peacock Kids - for the streamers since 2020 leveraging from the other two
2. Universal Kids - exclusive to the U.S. until 2021
3. DreamWorks Channel - available outside the U.S. since 2015
Universal TV is still there despite its termination in the U.S. and Peacock's presence so maybe Universal Kids and DreamWorks Channel will continue or merge into one station regardless the American one is on autopilot.
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