Netflix introduces a “Just for Kids” option

Recognizing that kids are an increasingly important part of the decision-making process when it comes to selecting family entertainment, Netflix has added a “Just for Kids” tab to its Internet video subscription service. Clicking on the tab will pull up a list of about 1,000 kid-friendly movies and TV shows from Netflix’s existing video streaming library.

The low monthly pricing and the flexibility of streaming Netflix videos to almost any screen with a high-speed Internet connection has made the service a popular choice among the younger set. The Los Gatos, CA-based company reports that about half its 24 million subscribers have watched at least two movies or TV shows made for kids in the last 90 days.

Netflix is relying on ratings from Common Sense Media, a children’s media watchdog group, to help shape its definition of children’s entertainment. The new Netflix section will highlight some of the more popular children’s TV characters, such as SpongeBob SquarePants, Dora the Explorer, and Miley Cyrus, to appeal to the under-12 demographic.

Netflix’s move comes on the back of recent controversy surrounding plans to unbundle its video streaming option from its DVD rental business. From September 1, Netflix subscribers who want DVDs and unlimited streaming will have to buy those plans separately. The change will translate into a price hike of up to 60 percent and has drawn angry comments from thousands of customers.

Netflix has also been mulling a change that would eliminate household sharing of Internet video streaming and require each individual user to pay a separate monthly fee. The company claims that the introduction of the kids-only section should not be interpreted as a move in that direction.