The kid gloves are off as streaming sites vie for young viewers. Amazon Prime has struck a multi-year deal to become the exclusive premium streaming home for a wide swath of PBS Kids series, the companies announced Friday.
The deal covers new-to-Prime series including Nature Cat and Ready Jet Go, and it also means that several PBS shows — such as Daniel Tiger’s Neighborhood and Wild Kratts — will be pulled from rival services like Netflix and Hulu.
The shows will still be broadcast on local PBS stations, and also streamed via the PBS website and PBS Kids Video app.
“We’re committed to making Prime Video the best destination for kids and family programming that will both educate and entertain,” said Brad Beale, Amazon’s vice president of Worldwide Television Acquisition, in the announcement.
The deal comes as the latest salvo in an ongoing battle between Amazon and other content providers to win over a new generation of viewers. Hulu, for example, recently inked a deal to stream Disney Channel, Disney Junior, and Disney XD series, and last year HBO became the new home of Sesame Street.