Kids and family programming deals are surging as streaming companies look to double down on content that serves a highly-engaged cohort of younger users. Why it matters: Kids content used to be perceived as a tool to stop users from cancelling streaming accounts. Now it's a key driver for new user growth. "I think the big thing they (streamers) have realized is that the value of kids and family content goes beyond retention," said Chris Williams, founder and CEO of Pocketwatch Inc., a kids content firm. ViacomCBS CEO Bob Bakish told investors on an earnings call last week that kids and family content "was the top genre on Paramount+ for both acquisition and engagement in the quarter." Bakish cited titles like SpongeBob Squarepants and PAW Patrol as being "a key attraction to the service."
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