According to a study by Bernstein Research this could be due in large part to content being available on Netflix. They found that children are more likely to re-watch shows they've already seen and are not as strongly enticed by new content as adults are. Furthermore, they found that parents are encouraging their children to use netflix in order to keep them busy. You can read more about this here, here, here, and here.
Despite this, Nickelodeon has renewed its Netflix contract and have denied that this is an issue. Australia creates a large amount of Children’s television content so it’s important that this content is protected. The way different sections of the market respond to online streaming services will be an interesting thing to look at. Perhaps, in the future we will need multiple regulations which apply to different television markets and audiences.
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