Netflix Creates ’Families’ Page in Bid to Win Subscribers

Netflix Inc. (NFLX), the biggest online subscription video service, is making it easier for families and new customers to find and watch its films and television shows, as it pushes kids programming to win more subscribers.

“Netflix Families,” a new page on the company’s website introduced today, will feature rows of curated content, designed to appeal to families as they embark on vacations and keep kids occupied in the summer months when family viewing hours increase by about 30 percent, the company said in a statement.

“We’ve used our proprietary algorithm to create lists we think families will love,” said Ted Sarandos, Netflix’s chief content officer.

Netflix, with more than 36 million subscribers globally, is seeking to grow its user base and distance itself from rivals by adding more exclusive and family-oriented programming to its service. The company yesterday said it agreed to buy content from DreamWorks Animation SKG Inc. (DWA), giving it shows inspired characters from the company’s movies and its library of classic programs.

New rows on the “Families” page include “Are We There Yet?,” and “TV for Curious Kids,” the latter featuring programs that “will help keep kids’ minds active,” the company said. The page will also offer information on the best ways to stream and will be available to members and non-members.

Individual Profiles

This summer, Netflix will also begin allowing family members to set up individual profiles, recommendations and viewing lists on the new page, Joris Evers, a spokesman, said in a separate e-mailed statement.

Netflix charges $7.99 a month for its mix of TV reruns, old movies and original shows.

The company’s stock surged 7.1 percent yesterday after announcing the DreamWorks Animation deal, extending its lead as the best performer in the Standard & Poor’s 500 Index this year. The shares rose 0.2 percent to $229.66 at 10:47 a.m. New York time today. Netflix will get 300 hours of new programming in what it says is its biggest commitment yet to original content.

The agreement builds on other exclusive rights Netflix has to family-friendly entertainment, including shows and movies by Walt Disney Co. (DIS)

To contact the reporter on this story: Cliff Edwards in San Francisco at cedwards28@bloomberg.net

To contact the editor responsible for this story: Anthony Palazzo at apalazzo@bloomberg.net

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