ViacomCBS Bolsters CBS All Access with Kid-Friendly Content and Features Ahead of Paramount+ Launch
ViacomCBS is making significant strides to enhance its streaming service, CBS All Access, with a renewed focus on children’s programming and user-friendly features designed for families. This strategic move comes in anticipation of the highly anticipated launch of Paramount+ early next year, positioning the company to compete more effectively in the increasingly competitive streaming landscape, especially against established giants like Disney+ and Netflix. The enhancements aim to attract and retain family subscribers by providing a safe, engaging, and customizable viewing experience for all members of the household.
One of the key additions is the introduction of enhanced profile management capabilities. CBS All Access will now allow users to create up to six individual profiles per account. This feature enables each family member to have a personalized viewing experience, complete with their own watchlists, recommendations, and viewing history. The individual profiles significantly improve the user experience for households with multiple viewers, ensuring that content suggestions are tailored to each person’s preferences rather than being a generic mix of everything watched on the account.
Furthermore, ViacomCBS is introducing a "Kids Mode" feature, which is specifically designed to provide parents with greater control over the content their children access. Parents can utilize Kids Mode to filter content based on age-appropriate ratings. This filtering system ensures that younger viewers are only exposed to shows and movies suitable for their age group, while older children can access a broader range of content deemed appropriate by their parents. The Kids Mode feature is seamlessly integrated with the platform’s existing PIN protection system. Parents can set a PIN code to restrict access to content they deem unsuitable for their children, even outside of the Kids Mode environment. This dual-layer approach to content control gives parents comprehensive oversight of their children’s viewing habits on the platform.
In addition to the enhanced features, ViacomCBS is significantly expanding its library of children’s programming. CBS All Access is incorporating a substantial influx of content from Nickelodeon and Nick Jr., two of the most recognizable and beloved brands in children’s entertainment. This expansion includes the addition of 800 episodes from iconic children’s series such as "Blue’s Clues" and "Dora the Explorer." These additions bring a wealth of educational and entertaining content to the platform, appealing to a broad range of young viewers. The commitment to providing a dedicated children’s section with well-known and trusted characters positions CBS All Access as a viable entertainment option for families with young children. All kids’ programming on the service is streamed ad-free.
Rob Gelick, Executive Vice President and General Manager, Streaming Services and Chief Product Officer, ViacomCBS Streaming, emphasized the significance of these changes. He stated, "We are thrilled to bring even more popular kids hits from Nick Jr. and Nickelodeon to the service, in advance of our upcoming rebrand as Paramount+." Gelick further highlighted the positive impact of the expanded children’s programming, noting, "We’ve already seen incredible growth in viewership since we began expanding our offering of children’s programming on the service." The substantial increase in viewership serves as a testament to the demand for family-friendly content on streaming platforms and underscores the wisdom of ViacomCBS’s strategic investment.
The decision to focus on kid- and family-friendly content is particularly relevant in the current environment. With many families spending more time at home due to ongoing circumstances, the demand for quality entertainment options for children has increased significantly. By expanding its offerings in this area, ViacomCBS is capitalizing on this trend and positioning itself to capture a larger share of the family entertainment market. The timing is also strategic in light of Disney+’s continued dominance in the streaming realm. Disney+ has become a household name for families, largely due to its extensive library of Disney, Pixar, Marvel, and Star Wars content. ViacomCBS recognizes the need to compete directly with Disney+ by offering a compelling alternative for families seeking diverse and high-quality entertainment options.
The enhancements to CBS All Access are not only aimed at attracting new subscribers but also at providing a strong foundation for the launch of Paramount+. By offering a robust selection of kid-friendly content and family-oriented features, ViacomCBS is creating a platform that appeals to a broad demographic. This strategic move could potentially boost day-one signups for Paramount+ as families migrate from CBS All Access to the rebranded and expanded service. Paramount+ has already announced a wide range of content planned for adult audiences. With exclusives like a Spongebob Squarepants spinoff and "The SpongeBob Movie: Sponge on the Run" demonstrates ViacomCBS is thinking not only about competing with the likes of Netflix but with family-focused streaming giants like Disney+ as well.
Gelick summarized the benefits of the new features, stating that with this week’s additions, “like ‘Kids Mode’ and multiple profiles, we can create customized experiences for each member of the household, while giving our subscribers even more opportunities to discover and watch family programming together, and allowing parents additional peace of mind with the ability to further customize what programming is available to their kids.” In conclusion, ViacomCBS’s investment in kid-friendly content and family-focused features on CBS All Access represents a strategic move to enhance its position in the competitive streaming market. By offering a customizable, safe, and engaging viewing experience for families, the company is well-positioned to attract new subscribers, retain existing ones, and make a strong impact with the upcoming launch of Paramount+. The enhancements underscore ViacomCBS’s commitment to providing a diverse range of content options that cater to the needs and preferences of all members of the household.
