Netflix is treating children’s and family content as a core part of its streaming strategy, not a side category. In 2025, kids’ programming accounted for nearly 22% of total global viewing time, while family titles remained in the Global Top 10 every week for almost four consecutive years.
That backdrop explains why Jakarta became the launch site for Netflix Family Festival 2026: World of Wonder, the company’s first family activation in Indonesia and its largest in Southeast Asia. Held ahead of National Children’s Day 2026, the event was framed as a meeting point for families, filmmakers, government officials, and industry players.
Safety tools and parental guidance take center stage
At the opening event in Jakarta on Saturday, July 11, 2026, Deputy Minister of Communication and Digital Affairs Nezar Patria stressed that child-friendly content must move in step with protection in digital spaces. He said that as children spend more time accessing digital content, quality entertainment should be matched by a safe online environment.
Nezar said initiatives like the festival align with the government’s efforts through PP Tunas. He also noted that programs of this kind can help parents understand the features available to choose age-appropriate viewing for their families.
“As children spend more time accessing digital content, presenting high-quality family-friendly programming needs to go hand in hand with efforts to create a safe digital space,” Nezar said.
Netflix pushes local talent development
Ruben Hattari, Director of Global Affairs Southeast Asia at Netflix, said shared viewing has become an increasingly important family activity. He added that stories play a major role in strengthening relationships and sparking conversations at home.
Through Netflix Family Festival, the company aims to create a more interactive experience for children while also introducing safety features for parents. Netflix also said its commitment in Indonesia extends beyond content distribution to the development of local talent.
Ruben said the company, together with APROFI and BPI, will continue supporting local creators through training and skills development. The goal is to strengthen Indonesia’s ecosystem for children’s and family storytelling.
| Program | Focus | Participants | Notes |
|---|---|---|---|
| Masterclass “Merajut Cerita dan Visual untuk Film dan Serial Anak” | Creator training | About 60 Indonesian creators | Held with APROFI, BPI, and Netflix Fund for Creative Equity |
| Cerita Anak Nusantara | Content development | Emerging and mid-level creators | Aimed at producing more high-quality family films and series |
Industry voices see a new opening for family films
Netflix also hosted a discussion titled “Mendorong Masa Depan Cerita yang Ramah untuk Ditonton Bersama di Ruang Keluarga,” bringing together Indonesian and international film industry figures. The forum examined where family content is heading and what it will take to build it further.
APROFI Chairman Edwin Nazir said Indonesian creators are showing growing interest in children’s films. He noted that children’s and family stories have long mattered in Indonesia, but a new momentum is now emerging among creators who want to reach younger audiences.
According to Edwin, the family film industry can only grow through long-term cooperation across education, training, production, and distribution. Similar views came from Jumbo and Na Willa director Ryan Adriandhy, who said children are able to understand stories with complex emotions.
“The best children’s and family stories are not created by asking, ‘How do we make this story simpler for children?’ Children are sensitive, imaginative, and emotionally aware audiences,” Ryan said.
Writer and director Gina S. Noer also highlighted the importance of stories that feel close to family life. She said stories can help children and parents see their own lives on screen and use that as the start of meaningful conversations.
A space built to explain parental controls
Netflix set up an educational area called Discovery Zone to introduce Kids Profiles, age classifications, and parental controls. The space was designed to help parents better understand how to manage their children’s viewing experience according to age.
The festival also included parenting discussions with Montessori practitioner Reza Andhika Permana and child psychologist Irma Gustiana A. They discussed how to choose age-appropriate viewing and build healthier screen-time habits.
At the close of the event, Netflix held the first screening of Gina S. Noer’s film Aku Sebelum Aku, starring Ringgo Agus Rahman and Bima S. Sena F. The film is scheduled to stream globally on Netflix starting July 16, 2026.