How Disney Embraced Change and Dominated Children’s Programming

While Disney+ is primarily known as the home of Star Wars, Marvel, and Disney Animation content, the streamer has found unique success with its children’s programming.

At face value, Disney’s dominating children’s television should not be overly surprising. After all, it has been over 30 years since the Disney Afternoon debuted, and the studio has long found success with its preschool programming, first on Playhouse Disney and later on Disney Jr.

Photo: Wikicommons

Still, in an ever-changing media landscape, Disney has proven to be uniquely flexible.

Disney’s Embrace of YouTube

As chords continue to get cut and YouTube emerges as a major player in preschool programming, Disney has embraced the platform as yet another distribution method.

Last year alone, Spidey and His Amazing Friends delivered 1.8 billion views across the Disney Jr. and Marvel HQ channels. Other shows, including The Lion Guard, Mickey Mouse Clubhouse, and SuperKitties, have also proven to be popular on the platform. In total, Disney Jr. now boasts more than 22 million YouTube subscribers.

Then, of course, there is Bluey.

As attention spans continue to shorten, Disney has found unparellled success with Bluey episodes, which are often eight minutes in length. The series has consistently been the most popular program on streaming.

Disney’s Programming Strategy

In a recent interview with Vulture, Disney Entertainment Co-Chairman Dana Walden explained Disney’s children’s programming strategy, holding up Bluey as the gold standard.

Photo: Disney

“Well, I think we have a multi-pronged strategy. I would just point to Bluey: 800 million hours streamed last year, and they’re eight-minute-long episodes. And we’ve really evolved our strategy in terms of where to find those youngest possible fans, and how to engage with kids where they are,” she said.

Meeting the Audience Where They Are

As Walden notes, Disney has been able to capitalize on different distribution methods for its programming. Instead of viewing YouTube as an existential threat, or streaming and cable as diametrically opposed, the company has simply met audiences where they are.

YouTube

“And where they are is on Disney+, but we’re very well aware of the fact that they’re also majorly on YouTube. So we have a YouTube strategy with channels for Disney Junior, Disney Channel, Descendants. It’s all part of an ecosystem that continues to grow very important IP like Spidey and his Amazing Friends,” she continued.

After a record-breaking 2024, the Disney Jr. machine shows no signs of slowing down. With a Mickey Mouse Clubhouse revival on the way, more Bluey in the works, and other hit shows like SuperKitties just underway, the future looks bright.