The channel specializes in programming for children through original series and movies, as well as third-party programming. It is marketed to mostly children ages 6–14, with the exception of their weekend primetime block that is aimed at pre-teens and teenagers ages 9–15, and the Playhouse Disney programming block that is aimed at children ages 2–5; however, in recent years the diversity of viewers has increased with an older audience, typically teenagers and young families.