On Tuesday, Viacom and Amazon announced an extensive, multiyear understanding that includes extenuation Amazon disdainful rights to Nickelodeon’s preschool shows. The agreement, estimated to be value several hundred million dollars, is Amazon’s biggest streaming understanding nonetheless and signals that a exhilarated conflict for online rights has increasingly changed to television’s youngest viewers.

In April, Netflix pronounced it would concede a understanding with Viacom to expire. Then final month Netflix struck a understanding with a Walt Disney Company to benefit disdainful rights to tide Disney Jr. array like “Jake and a Never Land Pirates” and Disney XD’s “Tron: Uprising.” In 2011, Netflix introduced a “Just for Kids” menu with a preference of shows and cinema directed during children, or relatives looking to perform them.

That put vigour on Amazon to secure children’s programming for a Amazon Prime subscription service, that it hopes will contest with Netflix and Hulu in a streaming video market.

Amazon has a smaller streaming assembly than Netflix, though for Viacom a arrangement presents a event to have tie-ins with a consumer products that Amazon sells, like DVDs, “Dora” backpacks and “SpongeBob SquarePants” beach towels.

“They’re a really consumer driven association and they also bond a Nickelodeon calm to products,” Philippe Dauman, Viacom’s arch executive, pronounced in a write interview.

As partial of a understanding announced on Tuesday, Amazon also cumulative a rights to tide shows that are initial promote on Viacom’s Comedy Central and MTV, including some episodes of “Jersey Shore” and “Teen Mom 2.” But a pivotal to a agreement is creation Amazon’s Prime Instant Video subscription use a disdainful opening for pre-school-age children to watch aged episodes of shows like “Dora a Explorer,” “Go, Diego, Go!” and “The Backyardigans.” Since children do not mind reruns as most as adults do, deals for these forms of shows mostly cost reduction than array directed during adults.

Bill Carr, Amazon’s clamp boss of digital video and music, pronounced in a matter that children’s programming was “one of a most-watched TV genres on Prime Instant Video.”

In a minute to customers, Jeffrey P. Bezos, Amazon’s arch executive, pronounced a understanding gave Prime Instant Video some-more than 250 TV seasons and some-more than 3,900 episodes from Nick Jr., Nickelodeon, MTV and Comedy Central. “We have increasing by 55 percent a array of episodes accessible to tip Prime shows for kids,” Mr. Bezos wrote. The deal, he said, combined “400 episodes of new shows like ‘Team Umizoomi,’ ‘Bubble Guppies,’ ‘Victorious,’ ‘Big Time Rush’ and ‘Drake Josh.’ ”

Amazon Prime members compensate $79 a year for two-day giveaway shipping, monthly Kindle e-book rentals and video streaming. The association has pronounced it has millions of Prime subscribers though has declined to give an accurate figure. Netflix has 27 million streaming subscribers in a United States. Hulu’s subscription service, Hulu Plus, has about 4 million.

In a past, Viacom has had a difficult attribute with subscription video on-demand services like Netflix. After an astonishing ratings dump during a Nickelodeon channel final year, analysts partly blamed a bolt of aged episodes accessible to Netflix for cannibalizing a wire channel’s ratings. Children increasingly watch shows around streaming, though income from digital syndication deals still does not come tighten to that supposing by advertisers who compensate to strech viewers a out-of-date way.

In a entertain that finished Mar 31, promotion income during Nickelodeon and Nick Jr. rose 2 percent as a network rebounded with preschool audiences. Mr. Dauman pronounced a uninformed tube of shows had softened Nickelodeon’s ratings. As promotion income grows on a wire channel, Mr. Dauman has shielded deals with digital subscription streaming services as good for both parties.

“Our pursuit is to grow a pie,” Mr. Dauman said. “And carrying all these opposite income streams grows a altogether pie.”

Viacom will need to make an additional $125 million to $150 million in streaming deals in mercantile year 2013 to accommodate a idea of 10 percent associate growth, according to Bernstein Research.

Amazon has fast built a streaming use to contest with some-more determined services, namely Netflix and Hulu. The Viacom understanding is a latest instance of a online retailing giant’s swooping in to benefit streaming rights after deals with Netflix expire.

After Netflix declined to replenish a rights to renouned wire array like “Pawn Stars,” Amazon jumped in. In December, Amazon struck a understanding with Time Warner to benefit a disdainful streaming rights to TNT’s “The Closer” and “Falling Skies.” Netflix got disdainful rights to TNT’s “Dallas.”

Amazon and CBS have a understanding that will let Prime subscribers watch “Under a Dome,” a new scholarship novella array formed on a Stephen King novel, 4 days after episodes are promote on CBS commencement Jun 24.