In an effort to expand its reach in North America and give parents more choice, Canadian-bred on-demand kids service Ameba is launching its updated streaming app with ad-free, monthly subscription and free, ad-supported VOD options on Microsoft Xbox 360 consoles.

Accessible from February 16 in the US, and February 18 in Canada, the updated app and its 500 hours of content for kids ages two to 12 from leading providers such as DHX Media, marblemedia, Breakthrough Entertainment, Premavision, Bejuba!, BRB and Portfolio will be available on Xbox’s more than 30 million consoles sold to date throughout North America.

Microsoft will also feature select Ameba content in an ongoing Xbox campaign.

According to Ameba president and CEO Tony Havelka, the company spent the last year re-jigging the platform’s entire customer experience in response to the changing viewing habits of kids and parents.

Along with Xbox, the service is available via the web, on iOS and Android mobile phones and tablets, as well as Roku, LG Smart TV, Sony and Amazon Fire.

Ameba also supports Rental (VOD) and Electronic Sell Through (TVOD) monetization models.

The service currently has 35,000 unique viewers per month and engagement of 23 minutes per viewer.

Additional deals with top-tier streaming platforms are expected to be announced and international expansion is in the works.