“Sesame Street” Seeks New Distribution Partner: Where Do Traditional Children’s TV Shows Go from Here?

“Can you tell me how to get to Sesame Street?” This classic show’s theme song has resonated with generations of viewers.

The iconic children’s television program Sesame Street is now searching for a new distribution partner, leaving a big question mark over the production of new episodes beyond this year.

Warner Bros. Discovery announced last month that it would not renew its contract with HBO and its streaming platform, Max. First aired on PBS in 1969, the show moved to HBO in 2016 and later to HBO Max in 2020, which was rebranded as Max.

According to Variety, the 55th season of Sesame Street, airing this month, will be the last to debut on a streaming platform, although Max will continue licensing older episodes from the Sesame Street library until 2027.

The New York Times reported that this decision was made as Max shifts its focus from children’s programming to adult and family content.

“Based on consumer usage and feedback, we had to prioritize storytelling for adults and families,” a Max spokesperson told the New York Times. “As a result, new episodes of Sesame Street are not core to our current strategy.”

Decline of Traditional Children’s TV

This shift away from children’s programming is not unique to Max. Craig Reed, Executive Director of Tucson-based consulting firm TRAC Media Services, told CBC News last month that traditional children’s TV shows have seen a decline globally.

“This isn’t a Sesame Street problem. It’s just the way things are,” Reed explained.

Between 2016 and 2023, viewership for Nickelodeon and Disney Channel dropped by about 90%, according to Nielsen ratings reported by The Wrap. In contrast, children are turning to YouTube. Nielsen’s media distributor Gauge reported that in July, children and teens accounted for 28% of YouTube’s vast viewership.

In a statement to CBC News, Sesame Workshop, the production company behind Sesame Street, expressed its commitment to announcing a new distribution plan in the coming months to “ensure that Sesame Street continues to serve as many children as possible for generations to come.”

Platform Shifts

Created for preschoolers, Sesame Street introduced beloved puppets like Elmo, Big Bird, and Cookie Monster, becoming cultural icons worldwide. The show has won over 150 Emmy Awards and aired in approximately 140 countries.

However, selling children’s television shows has become increasingly difficult in recent years.

J.J. Johnson, co-founder of Toronto-based children’s programming creator Sinking Ship Entertainment, told CBC News that what’s happening to Sesame Street reflects the challenges faced by creators of children’s content.

“Sesame Street has always been a bit like the canary in the coal mine,” Johnson said. “Kids are clearly watching on different platforms. So how do you reach them where they are?”

Meanwhile, YouTube provides an endless stream of content, including Ms. Rachel, Blippi, and Cocomelon. Kayla Cobb, a TV journalist, explained on CBC’s podcast last month that YouTube’s content is fast-paced, visually engaging, easily accessible, and can be watched on phones or tablets, making it more appealing to kids and their parents.

“Many factors combine to make this the new reality,” Cobb said.

Johnson believes YouTube could be a “great partner” for the show.

“I hope YouTube engages with them as it arguably has the largest children’s audience,” Johnson added.

What’s Next?

The end of Warner Bros. Discovery’s partnership doesn’t mark the end of the show. As Sesame Workshop noted, it plans to announce new distribution arrangements soon.

The New York Times suggested that potential contenders to acquire Sesame Street include Apple TV+, Netflix, and Amazon. For example, Apple already has a deal with Sesame Workshop and aired three seasons of a related show.

Older Sesame Street episodes remain available on multiple platforms, including YouTube.

Reed pointed out that if no new episodes are produced, it would be a significant loss for families worldwide. Part of Sesame Street‘s value lies in its ability to stay current and address social and cultural issues in ways children can understand.

“The educational element, the entertainment value, the relevance to what’s happening in the world and in people’s lives—those things disappear if you’re only using old episodes,” Reed said.

While he declined to speculate on who might take over the show, Reed expressed hope that it would continue in some form.

“Sesame Street has been an extraordinary performer for years,” he said, noting that it has consistently remained a top-ranking show even as other children’s programs have come and gone. “Sesame Street has always stood on its own.”