Netflix Inc. already has you hooked. Now they’re coming after your kids.

Ted Sarandos, Netflix’s chief content officer, said Sunday the on-demand video provider is “doubling down” on children’s programming, increasing the number of family-friendly original series from the current 15 to 35 in the next year.

Speaking at the Television Critics Association in Pasadena, Calif., Sarandos said Netflix NFLX, -0.59% has become “a family product that everyone is using in the house.”

“Families have subscribers with kids in the house, and they tend to be much more engaged,” Sarandos said. “We’ve had great success with our original content. Given the complexity of children’s TV on cable these days, creating and managing our own content is preferential.”

One of those kid-friendly programs is “Fuller House,” the revival of the popular 1990s ABC sitcom, that will be released in February.

“People grew up on this show in India, in Dubai, in Brazil, in France, in Germany and Korea. And they still love it,” Sarandos said. “The idea that they can experience ‘Fuller House’ at the exact same moment as everyone else in the world will be amazing for them.”

Earlier this month, Netflix announced its service had expanded into 130 additional countries, reaching a total of 70 million customers in 190 counties worldwide.

Children’s programming is fast becoming a battleground for media companies competing for viewer eyeballs. The ability to watch a favorite episode over and over, and for hours at a time, can make streaming TV a perfect match for impressionable young viewers.