Netflix Kids Section Launches Amid Subscriber Backlash

SAN FRANCISCO (Associated Press)-- Netflix Inc. is giving kids and their parents a new reason to embrace its Internet video subscription service amid an outcry over an upcoming price increase.

A "Just For Kids" tab will be added to subscribers' accounts on Netflix's website beginning Tuesday. Clicking on the feature will pull up a list of kid-friendly recommendations drawn from about 1,000 movies and TV shows in Netflix's Internet video streaming library.

It won't suggest titles that are only available as DVD rentals delivered through the mail. That's an option that Netflix is trying to make less enticing to subscribers to so it can spend more money expanding its selection of video streaming options.

As part of its de-emphasis on DVDs, Netflix last month announced it will unbundle the unlimited video streaming option from is most popular plans that also include disc rentals. Beginning Sept. 1, Netflix's 24.6 million U.S. subscribers who want DVDs and unlimited streaming will have to buy the plans separately. The change will translate into a 60 percent, or $6 per month, rate hike. Tens of thousands of subscribers have been posting angry comments on the Internet promising to close their Netflix accounts in protest.

The children's feature grew out of Netflix's recognition that its video streaming service is making it easier for kids to watch movies on a variety of devices at almost any time and any place with a high-speed Internet connection. The video can be streamed through video game consoles, the iPad computer tablet and smartphones. Netflix makes it even easier by allowing several people from the same household to stream through the same account.

That convenience and affordable pricing has established Netflix has a major provider of children's entertainment. The company, which is based in Los Gatos, Calif., says about half its subscribers have watched at least two movies or TV shows made for kids within the past 90 days.

Netflix has been mulling a change that would eliminate household sharing of Internet video streaming and require each individual user to pay a monthly fee. The decision to create a kid's-only section within its streaming library shouldn't be interpreted as a sign that Netflix is moving any closer to charging each user, said Todd Yellin, the company's vice president of product innovation. "It doesn't nix that idea (and) it doesn't fuel that idea," he said in an interview. "It's just something that's a possibility, but not imminent."

To shape its definition of kid's entertainment, Netflix relied on ratings from Common Sense Media, a nonprofit group focused on how children's issues. Netflix children's section will highlight different categories with the icons of popular characters such as SpongeBob SquarePants, Dora The Explorer and Miley Cyrus to appeal to its new section's the under-12 demographic.

The children's channel initially will only be confined to Netflix's website. Yellin said the company plans to add the tab to accounts accessed through the Nintendo Wii and other video game consoles, as well as the iPad.

Comments

[J0shua]

09:45 AM on 08/18/2011

I'm not as outraged by the price hike as some folks are, but I did switch to Blockbuster. The turnaround is a little slower, but the tradeoff was getting new movies without the Netflix 30-day wait period. I just didn't use streaming enough to pay extra for the service. Plus, with BB I can return movies to the store (hadn't been in a Blockbuster for years), and trade my envelope for something off the shelf.

[dp4]

03:43 PM on 08/17/2011

One of the biggest challenges I faced with Netflix whas dertermining what the best movies were. Of course throughout the year I would see trailers for movies that looked interesting but would usually forget them before I could put them in my que. I solved the problem by googling the top 100 movies for the last 4 years and reviewing the list for each year. By doing this I was able to assmeble a great list of movies I felt would be worth watching. In addition, any movies that have come out this year that I missed or will be coming out later in the year I put in my save que. This way when they become available on Netflix I already have them listed and they move into my que. I have movies schedule to come out in November and beyond saved right now and constantly add to my list. I rarely ever get a movie that I don't like because I took the time to find out about the movie and what the critics have to say before putting it in my que. I think Netflix is a great value. I don't use the streaming yet because I don't think the selction is great yet but probably will eventually. I probably watch 20 movies a month and I know I couldn't rent them anywhere else for the cost I pay Netflix.

[Donald Jordan]

03:05 PM on 08/17/2011

This "backlash" amazes me and I would be surprised if even a quarter of the people who threaten to quit actually do. The truth is that for the value of service received, compared to the amount of money and lack of service from cable providers, I am amazed that Netflix can offer what it does for the price it charges. When most people's cable bills are north of $70 or even $100 a month, how can people be upset at a service that can almost replace cable at less than $20 a month. Now, if only HBO could get free from cable...

[bessielil]

01:28 PM on 08/17/2011

No, no, no. No getting rid of household sharing an account. Peace and harmony throughout the abode depends on stomping out that idea immediately.

[M A Ross]

12:48 PM on 08/17/2011

I think what I pay for NetFlix isn't all that much for what they do.
In fact they actually lowered my bill by 2 dollars two years ago.
NetFlix is the only company to ever do that for me.

What they need to do is start streaming live events like UFC or concerts.
And yes; I would pay extra for that.

[Greyfox01]

12:46 PM on 08/17/2011

Netflix has as much as cut it's own throat with the changes, that is if you can find what the changes are.

You can fill out a six page movie preference list. Not having any children left in the house we tried to make it clear we don't watch and want children's movies or TV suggestions, but they don't lessen. We click on not interested, but Sponge Bob and the likes keeps popping up, dozens of them. That's strike one!

Then the new way you choose streamers takes three time longer to go thought the list than with the older format still used to pick DVD delivery ..... because you have to click on the movie, to find out if the language is English, Cantonese, or Russian, or to click on "not Interested". That's strike two.

I called at least a dozen times to give my opinion about the changes, the quality, and number of movies to choose from. I've been given every platitude imaginable but nothing has changed. That's strike three.

Now we spend more time watching HULU, or other movie links, not that it all that much better, but that it's not any worse than Netflix. We've decide to cancel on the first of September. It's as if Netflix deliberate committed suicide. I haven't click the stock price, but I would bet it's dropped, or will.

[Storymark]

01:14 PM on 08/17/2011

So some recommendations for movies you don't want to watch come up. Big deal.

Ive never had a problem selecting a language for a "streamer" (sic) movie. But of course this will be an added step - a disk can contain all languages (and even then, you have to *gasp* select from a menu if you want an alternate one). Streaming doesn't work like that, so you need click a button. Oh noes.

[Greyfox01]

01:32 PM on 08/17/2011

that IS an added step now, or at least for some of us.

[Greyfox01]

01:34 PM on 08/17/2011

it is when 45% are childrens suggestions ... a "Big Deal" unless you haven't better things to do with your life.

[Storymark]

12:31 PM on 08/17/2011

Even with the price increase, I find Netflix to be the best deal around. Still plenty of DVDs in my queue that I can't find elsewhere, and more than enough TV and movies in my instant queue to keep me occupied for months.

Some of the hyperbolic whining is amusing, though.

[itstimetotakeitback]

12:29 PM on 08/17/2011

After 8+ years of using netflix, i think it's time to move on. Their physical and digital selections have fallen off massively, not even close to the local dvd shop ($2 for new movies) or free online streaming.. (hulu or direct sites)

[David305]

11:35 PM on 08/17/2011

Sure. Try cable, $130/month + $5/movie.

[itstimetotakeitback]

02:35 AM on 08/18/2011

ya, that's terrible.. No cable for me, since 1995. Basic was $10..

[NYBill]

11:57 AM on 08/17/2011

I am on the three DVDs per(I will be changing to 2 per when the price boost takes effect.) my strategy is simple: Get-Copy-Return in as short a period of time as is possible;If everything goes according to timetable, in and out the same day, I can get and copy about 36 movies per month. I now have a fairly decent movie library to choose from at my leisure.
There is a down side, the number of good, recent releases is a very short list and the streaming is of such lousy quality that I cannot see why anyone would want to pay a separate fee for it.
While Netflix ballyhoos their HD ability...I have gotten an HD indication only about four times, the latest was a Bollywood movie titled 7 Khoom Maaf; usually the stream looks like all of the movie was copied from a 1970's,tenth generation VCR rental tape! When I try to watch a streaming movie I have to go through three or four before I find one that is tolerable enough to watch.
My friends have the same complaint, but I see no one has complained about the quality of the picture...is this a problem only here in NYC??? I have a ROKU box, PS3 and a Samsung BDDVD player w N.Flix. By the way, that 7 Khoon Maaf wasn't bad once you FF through the music numbers.The young Priyanka Chopra is gorgeous.

[Pam Herman]

01:59 PM on 08/17/2011

Copy the movies? Forgive my ignorance, but isn't that illegal? Or maybe you're referring to something else?

Streaming quality isn't great for me, either, but that probably has something to do with my satellite connection.

[ddDinah]

11:47 AM on 08/17/2011

Seiously, I've been with NETFLIX for awhile now and thought it was a good deal...BUT, I'm getting tired of watching below sub-rate movies from the instant que...I'll give them awhile to improve if they haven't I'll drop them that quick.

[dp4]

03:54 PM on 08/17/2011

why would you use the instant que when you can pick choices that you would probably enjoy more?

[Greg ThreeSixty]

11:43 AM on 08/17/2011

KIDS!?!? How about some new frickin movies netflix! Trainspotting is NOT my idea of a new release. C'mon guys...

[SoreEyes]

08:03 AM on 08/17/2011

Now what I would like is a separate queue per device. For instance, my kids watch their Netflix movies in their Wii, it would be nice to be able to set up a queue for the Wii and keep my own queue separate. Netflix, are you reading this?

[planetmango]

09:35 AM on 08/17/2011

it's easy to set up a separate queue for your kids. name it after one of them or name it Wii or whatever. you can have as many as you like. just add a new "member" to your account.

[SoreEyes]

03:11 PM on 08/17/2011

Thanks for the tip!

[Wendy Dreeszen Wiese]

04:54 AM on 08/17/2011

So increase the streaming library already with more new releases. I dumped the DVD service last month. Unless you pony up on the streaming service, I may dump that too.

[donidarko]

10:25 AM on 08/17/2011

You kept the streaming service? There is nothing decent to watch!!!!!

[William J Unverferth Sr]

11:09 AM on 08/17/2011

about 1/3 the way through BSG then Tudors, then Camelot plus our queue of hundreds of other series and movies. Then there's Thomas, Caillou, Backyardigans and tons of others for the kids. We use our roku more than our satellite.

[Wendy Dreeszen Wiese]

12:34 AM on 08/18/2011

That's your opinion. We like a lot of the TV series they have on the streaming service. Netflix needs to boost up their movie section.

[networkcolors]

02:49 AM on 08/17/2011

New Feature: How to increase fees without you noticing....LOL!

[KennytheRTiger]

12:29 AM on 08/17/2011

How 'bout an adults only section?