Netflix launched "Just for Kids" -- a new feature that will allow customers to select from an exclusive kids-only menu.
The video streaming company developed the menu after discovering that nearly half of its 25 million customers in the U.S. and Canada instantly watched at least two kid-themed movies or shows in the past three months, according to the Hollywood Reporter. Netflix worked on the plan with nonprofit group Common Sense Media.
"Kids discover and categorize movies and TV shows differently than adults . . .," vice president of product innovation Todd Yellin told the entertainment trade publication. "Just as we have revolutionized the way people find the movies and shows they want to watch when and how they want to, we're making it easier for kids and parents alike to have the best possible Netflix experience."
The "Just for Kids" channel -- available starting Tuesday -- is free and is available through the Netflix Web site. The content is aimed for children 12 years old and under.
Netflix hopes to expand the new channel to the Wii, iPad, Xbox, Playstation and other devices in the next year, the company confirmed to the Hollywood Reporter.
Through "Just for Kids," children and their parents will be able to search for shows and movies according to characters (such as Dora the Explorer and Arthur) and genres (superheroes, princesses, dinosaurs and girl power).
Last fall, Canadian customers were introduced to Netflix, marking the company's first international expansion since it was formed in 1997. In June, Netflix said it also planned to expand in to Europe, starting with Spain.