Emily Horgan launches a new report to decode Netflix’s data dumps

The former Disney EMEA exec is offering a deep analysis of the streamer's biannual viewership numbers and the performance of its kids content.
December 10, 2024

In a bid to simplify large volumes of data and provide kids media execs with a better understanding of the world’s biggest streaming platform, Emily Horgan (pictured) has launched a new Netflix Kids Content Performance Report.

Horgan is a former senior manager of franchise content planning for Disney EMEA, and has been working as an independent media consultant for the past five years. Her new market intel product aims to demystify Netflix’s What We Watched viewership data that it has been releasing every six months since December 2023. 

The streamer’s move to provide more transparency was a welcome one, but Horgan has identified a challenge in the data—which is typically supplied through a spreadsheet without much contextualization or key information about each film or TV title (such as runtime, how many countries it was available in, and what sub-genre it falls under). 

Horgan and her team have shaped their performance report to fill in many of these gaps, not only making complex data more digestible, but also adding in deeper insights and practical business takeaways, with a core focus on Netflix’s kids animation catalogue. 

“Context, clarity, nuance and digestibility are the key things I’ve aimed for in pulling together the report,” Horgan said. “Our focus on genre-specific insights allows buyers and licensors to fine-tune their strategies based on the most up-to-date performance data. It’s crucial for anyone who wants to stay ahead of the curve in the kids entertainment space.”

Two editions of The Netflix Kids Content Performance Report are now available on Horgan’s website—a pilot report that breaks down the two data dumps covering 2023, and a H1 2024 report that analyzes the most recent Netflix data for January to June 2024. Companies can also subscribe to one of several bundling options to continue receiving future reports, which will focus on the metric of views (instead of hours viewed) to level the playing field between long-running shows and newer ones. And all content will be broken down into four kids sub-genres (preschool, comedy animation, action animation and fantasy animation) for ease of comparison.

As an example of what to expect, the pilot report takes an in-depth look at the performance of non-dialogue kids comedy toons; compares how the streamer’s Barbie content stacks up viewership-wise against its My Little Pony content; and explores how series like Unicorn Academy are generating strong engagement with the help of high-profile launches on other platforms where kids are spending time, including Roblox

One of the first report’s key charts shows that preschool was the top kids sub-genre on Netflix in 2023, dominating these top-10 most-watched kids titles from last year (in order)—CoComelon, Gabby’s Dollhouse, Peppa Pig, Masha and the Bear, Lottie Dottie Chicken, Little Angel, Booba, True and the Rainbow Kingdom, Bebefinn, PAW Patrol, Jurassic World: Camp Cretaceous and Sonic Prime.

Meanwhile, the H1 2024 report offers takeaway insights about how Netflix strategizes for various global shows; outlines new content trends shaping the streamer’s kids show launches; and explores a case study of the Jurassic World animated franchise. 

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