Summary:

Netflix knows the children are our future, and has worked hard to court the demographic of kid viewers. The latest move on that front is the introduction of a new user interface — labeled “Just for Kids” — that is designed to be easier for children to navigate.

netflix characters

Netflix knows the children are our future, and has worked hard over the past few years to court the demographic of kid viewers. That includes adding shows and movies that would appeal to youngsters and their parents. The latest move on that front is the introduction of a new user interface designed to be easy for kids to navigate.

We first spotted the new user interface, which lives under a new “Just for Kids” tab on the Netflix website, last week while it was still in test mode. Since then it’s been rolled out to all Netflix users, according to a blog post by Netflix VP of Product Innovation Todd Yellin.

The user interface seeks to appeal to kids in a number of ways: First of all, Netflix has found that children identify with show characters rather than the title of the show, so it’s highlighted some of the most popular characters in a scroll bar that runs across the top of the screen. It also highlights a number of “kid friendly” genres or themes, such as girl power, talking animals, superheroes, dinosaurs, princesses and robots.

For now, the “Just for Kids” interface is only available on the Netflix website. But Yellin says soon it will be rolling it out to other devices, such as the Nintendo Wii and Apple iPad, according to the blog post.

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