During a panel at MIPJunior in Cannes, the president of Disney’s Kids & Family division, Ayo Davis, shared how the studio commented on the viewing habits of younger viewers and how they plan to reach them.

Disney’s Kids & Family Division is Working with Creators

When talking about the viewing habits of the kids, Davis said, “Kids are watching anything and everything. I experience it in my own home with a 12-year-old. I like to say, they’re watching everything from ‘Bluey’ to ‘Squid Game.’ So it was clear that we had to activate quickly. This audience is really important to us. We had to step outside of ourselves and take a look at how we were approaching our strategy.”

To figure out how to best approach the younger viewers, Disney is turning to creators, who have helped to create the viewing pattern of the younger generations, and understand how to best reach them.

When it comes to this endeavor, Davis stated, “Creators are important. We know that they’re important to our audience. It is literally where they are engaging all day long. The thing to highlight is that we’re not just connecting with creators for creators’ sake, right? We are connecting with creators that actually bring something to the table, that actually align to our values, and the way we are telling our stories.”

Disney will be partnering with creators like Nastya, who is head of original programming and strategy for Disney Jr., and Dhar Mann, who is working on two projects with greenlit scripts with Disney. They delivered the opening keynote at Mipcom on Sunday.

Senior VP, Zack Olin, of development and current series at Disney Television Animation, Disney Kids & Family, said, “Our goal hasn’t changed, which has consistently been: We want to be in business with the world’s best storytellers. We have to listen to our audience because they are really responding to these storytellers.”

When discussing the type of content they want to bring to younger viewers, Disney said they were looking to include more short-form content, original stories, including characters kids love like vampires and witches, and content that relies on research and direct feedback.

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