Nickelodeon is taking its first foray into subscription video streaming, though it's not the far-reaching service we expected.
Instead, the new “Noggin” service will be aimed strictly at preschoolers, with ad-free shows like Blue’s Clues, Little Bear, and Kai-lan. It'll also include music videos, educational videos, games, and activities.
The service will launch on March 5 for $5.99 per month, and will only be available on iPhone, iPad, and iPod Touch. Nick says it's talking to TV providers about offering the service as a “premium compliment” for subscribers, but there's no word on bringing the service to smart TVs or streaming set-top boxes.
Nickelodeon is no stranger to streaming video. The network already offers free episodes of its shows through the Nick and Nick Jr. apps for iOS and Android. Cable and satellite subscribers can also unlock even more full episodes by logging into the app.
Last month, the network said it was looking to add a subscription service focused on mobile devices. It seemed that Nick might be looking to break away bundled TV subscriptions, joining several other networks that want to appeal to people without cable. But if anything, Noggin represents only baby steps in that direction.
Why this matters: Cord-cutting implications aside, Noggin could be seen as a competitor to services like Amazon's FreeTime and the Kids section of Netflix. It'll also have to reckon with YouTube's new Kids app, which doesn't have any subscription costs but does include advertising. This is all great news for parents, who will have more options and control over what their children are watching.