Amazon scoops up shows from expired Netflix/Viacom deal

Netflix's loss is Amazon's gain as Amazon gets shows like Dora, Spongebob, Bubble Guppies, and more

Last weekend, I was trapped in a car with my toddler for six hours as we drove from Sacramento to LA. I came prepared with a bag full of cheap new toys, books, puzzles, and snacks—but two hours into the drive, he was fed up with all of it. So I busted out the big guns: the Netflix app on my phone. “Easy peasy,” I thought, “we’ll just put on a little Dora and relax for the rest of the OHMYGODWHERETHEHELLISDORA?!?!”

Dora was gone. GONE. Why? Because Netflix’s contract with Viacom recently expired, which means it lost a boatload of hit kid shows, like Dora the Explorer, Go, Diego, Go!, Blue’s Clues, the Backyardigans, Bubble Guppies, Spongebob, and more. Unfortunately, Netflix didn’t tell me that this was going to happen, so I got into a car with an 18-month-old thinking my safety net was there if I needed it.

You let me down, Netflix.

(Sort of. I was able to put on Sesame Street and that kept us all sane for a while.)

But all is not lost. Amazon announced Tuesday that it has scooped up all of those Viacom shows, along with shows from MTV and Comedy Central as well, such as Tosh.0, Awkward, and Workaholics. And Prime members will have access to future episodes of Dora, Spongebob, Fairly Odd Parents (ugh), and more.

So apparently, Viacom did not decline to renew its contract with Netflix because of cannibalized ratings, as some theorized. Earlier this year, Bernstein analyst Todd Juenger argued that deals with subscription streaming services like Netflix and Amazon Prime are bad for big media businesses like Viacom because viewers get into the habit of watching content on the Web rather than on TV, thereby avoiding ads.

Viacom has denied that this is the case, but Juenger recently pointed to data that revealed ratings across all of Viacom’s kid networks were down in households with Netflix accounts while remaining stable in non-Netflix households.

I can see this being the case for kids’ content, where you don’t necessarily need new episodes. At least with my 18-month-old, I can cycle back through the same episodes repeatedly and he doesn’t notice that he’s already seen them.

For adult TV series, like Mad Men, Breaking Bad, and The Walking Dead, there’s probably a different dynamic going on in which viewers can discover shows they haven’t seen before, binge on past seasons and get all caught up, and then eagerly await the new season.

Whatever the case, Viacom doesn’t seem to be concerned with cannibalized ratings among its kids’ networks if it went ahead and signed a deal with Amazon.

“This innovative agreement will provide Prime members with access to even more of our best programming from our major television brands, including many digital video subscription streaming exclusives,” said Viacom President and CEO Philippe Dauman, in a statement. “Amazon has created a unique, brand-friendly environment for streaming entertainment and consumer products and we are excited to work with Amazon to bring customers shows they love.”

Netflix’s loss is Amazon’s gain.