The Associated Press is reporting that the entertainment rental company Netflix, Inc. is launching a "Just for Kids" tab to its user interface, just as customers are voicing unhappiness about the company's decision to charge separate fees for videos streamed from online sources and DVDs that come in the mail. The change will cost DVD subscribers $6 more per month.
A "Just For Kids" tab has been added to subscribers' accounts on Netflix's website. Clicking on the feature will pull up a list of kid-friendly recommendations drawn from about 1,000 movies and TV shows in Netflix's Internet video streaming library.
It won't suggest titles that are only available as DVD rentals delivered through the mail. That's an option that Netflix is trying to make less enticing to subscribers so it can save postage and spend more money expanding its selection of video streaming options.
The children's feature grew out of Netflix's recognition that its video streaming service is making it easier for kids to watch movies on a variety of devices at almost any time and any place with a high-speed Internet connection. The video can be streamed through video game consoles, the iPad tablet computer and smartphones. Netflix makes it even easier by allowing several people from the same household to stream through the same account.
That convenience and affordable pricing has established Netflix has a major provider of children's entertainment. The company, which is based in Los Gatos, Calif., says about half its subscribers have watched at least two movies or TV shows made for kids within the past 90 days.