Welcome back again to a different entry in Emily Horgan’s collection examining Netflix’s kids’ content material approach by hunting into the past, existing, and long term. Right now, in the 3rd portion, Emily will be reviewing Netflix’s output offer with Dreamworks Tv, which is commencing to glimpse quite dry for impending articles.
As the ink dried on Netflix’s DreamWorks Tv offer in 2013 (and then extended in 2016) the film planet had observed nearly a 10 years of DreamWorks and Pixar slugging it out for the animation top rated spot. Franchises such as Cars and trucks, Shrek, Toy Story, and Madagascar had presented uppercuts, jabs, and hooks. Illumination experienced just convincingly entered the ring with Despicable Me and Walt Disney Animation Studios was crafting a veteran comeback story worthy of retelling by…. Walt Disney Animation Studios, with Tangled, Wreck-It Ralph, and Frozen on the way.
Blockbuster animated videos ended up blessed hard cash cows. This commenced with a loved ones trip to the cinema, followed by a DVD purchase, rounded off with a massive-ticket Xmas toy if you were blessed. There seemed to be a piece of the pie for everyone. Concurrently Netflix was ultimately remaining viewed as a participant in the market. This was the year they would make their mark on the material landscape with the model-defining titles Dwelling of Cards and Orange is the New Black.
At the time, the 300-hour DreamWorks Tv offer was explained as Netflix’s major ever for unique initial-run material. This size of fully commited collaboration with a kid’s articles supplier was not necessarily an clear healthy with the primary material they ended up lauding. It did, having said that, signal their broader approach to thrust their demos broader and capture the loyal and worthwhile family members audience. At the time, DreamWorks backing Netflix was a vote of assurance, especially provided that it was at the expenditure of previous companions Cartoon Network and Nickelodeon. Wanting again, the pivot to SVOD confirmed foresight.
How did the deal start?
The offer kicked off throughout 2014 and 2015 with series like All Hail King Julien, based on Madagascar, and The Adventures of Puss in Boots dependent on Shrek. These went on to release 65 and 77 episodes throughout 5 and 6 seasons respectively. It is well worth noting here that episode count is a greater barometer of quantity than time rely. Animation shipping and delivery is sluggish and tactically batching into “seasons” can give the illusion of a larger depth of content material. The primary 300-hour commitment would have been fulfilled ultimately by late 2018/early 2019. Collaboration beyond this extended with seeming enthusiasm.
Yet another go of foresight by DreamWorks was the promotional management they retained. They ended up capable to market place these collection in the context of their possess theatrical releases. Crucially they oversaw their personal footprint on YouTube, arguably the most crucial touchpoint now for this audience. Attempts in this location have paid off. The former DreamWorks Animation YouTube Channel rebranded around the Summer time to align with their possess new VOD presenting, Peacock Kids. This core channel easily delivers all over 1 billion month to month sights, with a network of other neighborhood language and franchise-unique choices also accomplishing healthily.
An astounding break out of the overall collaboration is Spirit Using Free. The clearly show is centered on the 2002 film, pursuing the adventures of a mustang, narrated by Matt Damon. The movie was just one of the last tries to reach box office accomplishment with an outdated college, usually animated motion picture. The efficiency was delicate by DreamWorks benchmarks. The collection released in 2017 and has found a roll-out of 72 episodes throughout 11 seasons (see previously level about year quantity not symbolizing content material volume). This arrives across as if, for a person purpose or one more, Netflix can’t get this demonstrate onto their platform immediately plenty of.
Along with this, DreamWorks cultivated a dedicated ‘Spirit’ YouTube existence from working day a single, bolstered with expenditure in authentic new music videos and world-wide-web sequence. A complete customer item application, managed by DreamWorks/Universal, followed the start. It commenced in the US and has long gone on to create globally. All of this has designed the sequence the initial, streaming lead, little ones clearly show to enjoy franchise accomplishment. The story then arrives entire circle, with a theatrical release declared for May possibly 2021.
Finally, in conditions of pure output, the Dreamworks Television set offer has been a single of the most considerable in Netflix’s record. It’s produced at minimum 98 seasons of numerous exhibits, above 1000 episodes to day with much more on the way. That equates to approximately 415 several hours of information.
What’s future for Dreamworks & Netflix?
So what is next for the DreamWorks/Netflix romance? As pointed out, DreamWorks parent corporation, NBC Common, released a rival VOD provider, Peacock, in the US in excess of the Summer time. This has now cherry-picked the new Madagascar series, with the new Trolls sequence promised there way too. Sky Uk, also owned by NBCU, just lately took a bite at the DreamWorks output with hundreds of hours also dedicated there.
Comments from executives counsel that they’ve seen viewing figures on at minimum some of the Netflix collection, a privilege not often bestowed on associates. If DreamWorks can utilize facts-pushed insights from this to its individual system, a last masterstroke of foresight could occur residence to roost for them.
Animation output to Netflix nevertheless persists, for now, using a wily pivot towards collection based mostly on Universal films this sort of as The Quickly and the Furious and Jurassic Globe. Original pre-college displays are also in the combine with Gabby’s Dollhouse just introduced and Go, Doggy. Go! nonetheless to come.
The big concern, for Netflix at least, is will they be equipped to create their have kids’ written content IP if the Dreamworks offer came off the table? More on that in a long run entry!