In a bid to counter recent moves by its main video streaming rival, Amazon (AMZN) has secured an agreement to bring a popular children’s TV show to its Prime service.
Under the deal with PBS Digital, Amazon will get the rights to stream hundreds of episodes of Arthur, Daniel Tiger’s Neighborhood and Callou. The PBS deal follows a recent agreement with Viacom (VIAB), which gave Amazon the rights to children’s programming including Dora the Explorer, Blue’s Clue and SpongeBob Squarepants, the Los Angeles Times notes.
Amazon is moving to bolster its kids programming in response to similar licensing deals from archival Netflix (NFLX), which has secured licensing agreements with DreamWorks Animation (DWA) to add hundreds of hours of animated shows to its streaming library, including a number of first-run shows.
Shares of both Amazon and Netflix climbed more than 1% in Wednesday morning trading.