What is the appeal of lifestyle and
niche cable TV networks and/or programming? How are these networks/programs
managing to remain viable in the SVOD era? Limit:
8 responses
As much as the cable industry statistics might oppose this statement, niche and lifestyle cable is some of the most popular content consumed by viewers- even millennials. There are a multitude of reasons as to why this is, surprisingly. One of the first reasons why they are so appealing is because of the demographics to which they appeal to. Females and families as a whole are the mass majority of viewers who tune in to watch this type of programming. This is perfect because the type of content being broadcast by these networks, surrounds family-friendly topics and can definitely lean more toward female interests. During an investor conference, Discovery Inc. president David Zaslav spoke about how even streaming services cannot compete with the amount and type of content that Discovery has to offer: “ Every [streaming service] has come to us and said you have a huge library in women, a huge library in family, your content library itself is bigger than Netflix as a whole, we need more bulk, we need more great characters” David Zaslav (Szalai, The Hollywood Reporter). These lifestyle networks have perfectly narrowed their target audience and have successfully marketed and made content to suit what their audience wants to watch. In a bit of an opposite circumstance, HGTV has gained the attention of a much younger demographic than those who appear on the channel. Millennials have become the networks largest audience. In an article from Yahoo Finance, many millennials dished on why they watch HGTV. One of the main reasons was because it is a network free from narrative stories or even plots in general.
Part 2 There is no need to expend extra energy to pay attention to the programming because there’s nothing to follow along to. The shows have a general set-up and conclusion and this is simply repeated each episode but with different people who have no background or importance. For most of the audience, “This means that 20- and 30-somethings find themselves watching episodes on repeat, keeping it on in the background while they cook or get ready for a night out” (Hahm, Yahoo Finance). Another reason why HGTV is loved by a younger audience is because of its escapism. HGTV allows people to imagine what their life could be like through its shows, and helps inspire viewers to attain the beautiful homes shown in real life. However, when it comes to the TLC channel, I truly think people watch it because of how strange their content is. No matter what age or gender, there’s no denying that TLC shows are in a league of their own. For example, TLC has a show called Dr. Pimple Popper, which focuses on dermatologist Sandra Lee and her pimple popping skills. In an article from The Washington Post, it stated that “Since its premiere last week, which drew some 2.4 million viewers, TLC’s Dr. Pimple Popper has aired two episodes, showing several patients learning about their conditions and having various growths removed from their bodies” (Bever, The Washington Post). The shock factor is appealing to many people, and TLC has that with the majority of their content. I believe while these networks are successful on cable, I don’t know how well they would do on streaming services. I feel like these networks will be overlooked in comparison to major streaming content.
Works Cited Bever, Lindsey. “The Grossest Show on TV Stars a Dermatologist Known as Dr. Pimple Popper. Here's Why People like It.” The Washington Post, WP Company, 20 July 2018, www.washingtonpost.com/news/arts-and-entertainment/wp/2018/07/20/the-grossest-show-on-tv-stars-a-dermatologist-known-as-dr-pimple-popper-heres-why-people-like-it/.
Hahm, Melody. “Why Millennials Are Obsessed with HGTV.” Yahoo! Finance, Yahoo!, 13 Nov. 2017, finance.yahoo.com/news/millennials-obsessed-hgtv-205022165.html.
Szalai, Georg. “Discovery CEO Predicts Few Platforms Will Survive Streaming Wars.” The Hollywood Reporter, 9 Jan. 2020, www.hollywoodreporter.com/news/discovery-ceo-predicts-few-platforms-will-survive-streaming-wars-1208804.
Apparently, I’ve been watching the wrong programming when it comes to television because lifestyle and niche programming is where the fun is. I never knew how popular networks like Discovery and HGTV where among cable audiences but today I learned something new—lifestyle and niche programming are thriving during the “streaming wars.”
A huge draw of these networks is escapism. When looking at HGTV network—a channel known for its house renovation shows—55% of its audience is made of Gen Z and millennials (Hahm). The shows teach practicality and even provide inspiration to viewers looking to buy their first homes. I remember the days when I used to watch HGTV with my parents to just relax. Clearly, that effect still holds true for many viewers as people usually play the network in the background or watch it to take a break from reality. Another major appeal of these niche networks, like those owned by Discovery, are their shows’ predictability. Whether someone buys a new home, a cold case murder has been solved, or a chef has won a cooking competition, every show has a resolution (O’Connell). I think this a very important aspect to niche programming because it is something that audiences don’t always come by with scripted shows. While so many streaming services are providing award winning shows with epic cliff-hangars, it is nice to get the satisfaction of realistic programming.
So now you may be thinking escapism and resolutions are great, but these networks have no chance against scripted shows and streamers. Well that’s where you would be wrong and so was I. These niche networks are playing a smart game by banking off the huge competition between Netflix, Amazon, Disney, etc. Discovery’s programming recently exceeded its $3 billion cash flow goal early. Creating a streaming service for Discovery and its subsidiaries is also a possibility. The network’s CEO currently has no worries about Discovery flatlining any time soon (Szalai). For smaller niche networks that have streaming services like AMC Networks and WWE, these companies know that subscription prices can be raised because of loyal audiences. Niche networks are also making their programs available through Roku, Amazon, and Apple to increase audience reach (Weprin). The strategy of niche services to find openings amidst the “streaming wars” is almost genius. These networks are playing their specific strengths of vast amounts of non-scripted programming and fan loyalty. The top streamers still have to find a balance between funding toward video content and subscription prices, but people are predicting that streaming will most likely take a similar form to cable with bundling (Littleton and Low). Niche networks don’t have to worry about racing for the most original scripted content. They should invest in streaming services, but it does not seem like their audiences are going to fade drastically.
People always want something new and different. I didn’t realize the far reach Discovery had with its various networks, but I think non scripted programming has a decent survival rate in the “streaming wars.” There are going to be a lot of bumps in the road for the big streamers but that doesn’t mean niche programming will be subject to the same difficulties. The plan of these niche networks to have the big streamers competition support their growth is something I didn’t think I’d see.
Hahm, Melody. “Why Millennials Are Obsessed with HGTV.” Finance.Yahoo.Com, 13 Nov. 2017, finance.yahoo.com/news/millennials-obsessed-hgtv-205022165.html. Accessed 24 Feb. 2020.
Littleton, Cynthia, and Elaine Low. “Adapt or Die: Why 2020 Will Be All About Entertainment’s New Streaming Battleground.” Variety, Variety, 17 Dec. 2019, variety.com/2019/biz/features/streaming-2020-disney-plus-netflix-hbo-max-apple-tv-amazon-1203439700/.
O’Connell, Michael. “Discovery’s Kathleen Finch Reveals the Perks and Pains of Counter-Programming an Election Year.” The Hollywood Reporter, 28 Jan. 2020, www.hollywoodreporter.com/news/discovery-networks-lifestyles-boss-reveals-pros-cons-cable-an-election-year-1274113. Accessed 24 Feb. 2020.
Szalai, George. “Discovery CEO Predicts Few Platforms Will Survive Streaming Wars.” The Hollywood Reporter, 8 Jan. 2020, www.hollywoodreporter.com/news/discovery-ceo-predicts-few-platforms-will-survive-streaming-wars-1208804. Accessed 24 Feb. 2020.
Weprin, Alex. “Where Do Niche Streamers Fit in a Sea of Services?” The Hollywood Reporter, 7 Nov. 2019, www.hollywoodreporter.com/news/do-niche-streamers-fit-a-sea-services-1253172. Accessed 24 Feb. 2020.
Max Marino Response #2 Magazines over the past several years have essentially become a media trend of the past. They were always a very popular form of media, yet now a days with the technology increase they have almost taken a back seat to other forms of media. In an article written by Sydney Ember and Michael M. Grynbaum for the New York Times called “The Not So-Glossy Future of Magazines” they highlight just the idea of the rough future of the magazine industry. In this article they talk about Graydon Carter, the longtime editor of Vanity Fair, was departing the magazine after a 25-year run, to go along with three very popular editors. Because of the popularity of websites such as Facebook and Google, it is tough for magazines to compete. Editors from Vanity Fair became aware of the downward trends with these reads because of the change in senior leadership. “Sentimentality is probably the biggest enemy for the magazine business,” David Carey, the president of Hearst Magazines, said in an interview. “You have to embrace the future.” Kurt Anderson, who was a former editor for Carter said that print magazines were still breathing but said that the industry was in “more of a dusk, slow dusk, and we’re closer to sunset.” The Association of Magazine Media in 2019 wrote an article called “Magazine Media Factbook.” In this article, they highlight how magazines are still staying afloat in 2019 and into 2020. For instance, the article highlighted that the Magazine Brand Cross-platform audiences continue to rise over time. In August of 2014, their audience was 1.37 billion. In January of 2019, their audience was up to 1.7 billion, which is a 25% increase. The % growth in the number of Magazine Media Industry Likes/Followers by Social Network for Instagram was up 8.3% in the first quarter of 2019 compared to the fourth of 2018. It seems as if the magazine industry is not dying for everyone. The social media engagement factor for magazine brands as opposed to non-magazine brands has a huge difference as well. Social media engagement factors = social media actions (likes and such) divided by the publisher’s posts. On Facebook, magazine brands posted a score of 346, while non magazine brands only posted 74. On Twitter the numbers were even more far off, with magazine brands having 27, and non-magazine brands only 4. According to the Magazine Media 360 Brand Audience Report, the number one magazine in June of 2019 was ESPN the Magazine. To me, this is one magazine brand that will not die. ESPN constantly adds new and cool features to their magazine, and their subscribers will not let go of it. Their latest issue of the years of Kobe Bryant’s life was huge, and after his death, will continue to grow. Maybe the idea of print magazine is dying, but digital growth continues to grow. Magazines are one of those things where if you are a subscriber, you will continue to be. However, the days of picking up a quick read off the stand, or reading them in a waiting room are over. Just like newspapers, the print industry is slowing dying.
Works Cited
Top 10 Magazine Brands - Nov. 2017." MPA: The Association for Magazine Media. Accessed 7 Feb. 2018. Web.
"Magazine Media Factbook 2017-18." MPA: The Association of Magazine Media. Accessed 7 Feb. 2018. Web.
Ember, Sydney, and Michael. “The Not-So-Glossy Future of Magazines.” The New York Times, The New York Times, 23 Sept. 2017, www.nytimes.com/2017/09/23/business/media/the-not-so-glossy-future-of-magazines.html
The appeal of lifestyle and niche cable TV networks and programming is that the content is a deviation from the mainstream. Further, this content also appeals to the side of people that enjoys fantasizing. These factors make it possible for these types of programs to be successful in an era where there is a plethora of popular mainstream content. While mainstream content certainly consists of popular programs from outlets such as Netflix, Hulu, CBS, NBC, ABC, and Fox, it also consists of political programming. People can become tired of the same popular shows and the exhaustion of the political process, which drives them to lifestyle and niche programming. Kathleen Finch, the chief lifestyles brand officer for Discovery, explained that the brand’s content is “not a happy story always, but there's a promise to the viewers that there will be a resolution, so a lot of viewers come to us when they've just had enough of bad news” (O’Connell). The news on a national level can be discouraging and local news can be depressing as well. So, an escape to a program that is generally more positive and has a positive outcome is appealing to people. Plus, the presidential election is coming up in November and it is easy to become tired of the nonstop election coverage. The apolitical content from lifestyle and niche brands will be a welcome escape for viewers. Furthermore, consumers, especially younger ones, want to escape to a fantasy world. They want to dream of a living situation that is better than their current one. An HGTV viewer explained that these shows allow “us [millennials] to fantasize about our first homes since we’re not homeowners yet. It gives me inspiration. I like seeing the transformation” (Hahm). Whether it’s life as a professional athlete or as a rock star, people love to dream about a different life. Lifestyle and niche outlets such as HGTV provide people with an avenue to dream about alternative living situations. The ability to dream and the ability to escape from the mundane mainstream programming and stories are ensuring that lifestyle and niche outlets are still viable in the SVOD era. Essentially, people crave this content. Companies recognize this demand and in turn, will provide people with lifestyle and niche programming. Brett Sappington, senior research director for Parks Associates, said that “when you are talking $1, $2 or $5, that may not be enough to dissuade consumers from getting that content” (Weprin). People are willing to pay for a subscription service that will provide them with lifestyle and niche content on-demand because it fits their viewing needs. This content is their top choice, so they will pay more in order to get it at any time. Several organizations, such as AMC Networks and WWE, are providing their audiences with streaming services to satisfy this desire for content. Even CBS, which is not a lifestyle or niche brand, has recognized the demand for this style of content. The broadcast company launched its own lifestyle streaming service (“Dabl”) in September, which includes content from Martha Stewart (Littleton). Brands have adapted to consumers’ watching habits, so they know that if they provide lifestyle and niche content through streaming services, then people will watch it. In sum, this content is highly coveted by consumers, especially those who have migrated from traditional television to streaming services. Lifestyle and niche programming are remaining viable in the SVOD era because their producers have adapted and because their viewers are incredibly passionate.
Hahm, Melody. “Why Millennials Are Obsessed with HGTV.” Yahoo! Finance, Yahoo!, 13 Nov. 2017, finance.yahoo.com/news/millennials-obsessed-hgtv-205022165.html.
Littleton, Cynthia. “CBS to Launch DABL Digital Lifestyle Channel in September.” Variety, 17 June 2019, variety.com/2019/tv/news/cbs-dabl-digital-launch-martha-stewart-emeril-lagasse-1203244886/.
O'Connell, Michael. “Discovery's Kathleen Finch Reveals the Perks and Pains of Counter-Programming an Election Year.” The Hollywood Reporter, 29 Jan. 2020, www.hollywoodreporter.com/news/discovery-networks-lifestyles-boss-reveals-pros-cons-cable-an-election-year-1274113.
Weprin, Alex. “Where Do Niche Streamers Fit in a Sea of Services?” The Hollywood Reporter, 11 Nov. 2019, www.hollywoodreporter.com/news/do-niche-streamers-fit-a-sea-services-1253172?utm_source=Sailthru&utm_medium=email&utm_campaign=THR%27s%2BToday%2Bin%2BEntertainment_2019-11-08%2B07%3A05%3A00_aweprin&utm_term=hollywoodreporter_tie.
Katerina Bressette Lifestyle and niche cable networks are television programs that are specific genres of entertainment and target a particular demographic of people. With the top media conglomerates battling it out through the streaming wars, these niche networks are not just sitting back and waiting for the storm to pass. Some of these networks are making plans to grow on their own or find a larger conglomerate to buy them out. While many of the professionals working at niche or lifestyle networks believe that only one or two survivors will come out on top for streaming services, these small networks are still pushing forward. There are several reasons why niche and lifestyle cable networks are still showing popularity today. For starters, millennials and Gen Z make up a majority of the audience that is watching lifestyle networks. One source claims, “Together, Gen Z and millennials account for 55% of HGTV’s audience” (Hahm). For both millennials and Gen Z, these lifestyle networks can feel like a “mindless escape” (Hahm). It is entertaining programs like, “Fixer Upper” that they can leave on in the background, while they do other things. It also is not dependent on following the episodes chronologically, each episode can stand on its own, so the viewers can pick up anywhere in the season. Not only is there a large enough audience still watching these networks, but these niche cable programs also appeal to advertisers. Due to their specific content, these programs are already narrowing their audiences by demographic which makes it easier for advertisers to target a particular market. Steve Raddock, VP of communications for the Cabletelevision Advertising Bureau, states that, “advertisers on niche channels don’t require a mass audience because they’re able to reach a specific audience with no waste…Targeted reach is the essence of our medium” (Holloway). With the appeal of Gen Z and millennials as well as advertisers targeting their already niche markets, these lifestyle networks are holding their own in the SVOD era. These small networks are still competing in today’s streaming world due to the network’s unique and specialized content. One source claims, “By and large, consumers will pay for the content that they want. When you are talking $1, $2 or $5 that may not be enough to dissuade consumers from getting that content” (Weprin). Not only are these niche networks using their unique and specific content libraries to keep up in the streaming world, but they are also taking advantage of bundling services by targeting the big tech companies like Amazon or Apple. By targeting the tech companies, they can use their larger audiences to drive subscriptions while taking a cut of the revenue. These niche and lifestyle cable networks might be small, but they are making their own headway in an era of SVOD and large media conglomerates. With the appeal Gen Z, millennials and advertisers, these cable networks are taking advantage of their unique content and are continuing to stay relevant in the world of streaming.
Katerina Bressette Works Cited Hahm, Melody. “Why Millennials Are Obsessed with HGTV.” Yahoo! Finance, Yahoo!, 13 Nov. 2017, finance.yahoo.com/news/millennials-obsessed-hgtv-205022165.html. Holloway, Diane. “Niche Cable Channels Narrow in on an Audience.” Chicagotribune.com, 27 Aug. 2018, www.chicagotribune.com/news/ct-xpm-2003-08-07-0308070032-story.html. Weprin, Alex. “Where Do Niche Streamers Fit in a Sea of Services?” The Hollywood Reporter, 11 Nov. 2019, www.hollywoodreporter.com/news/do-niche-streamers-fit-a-sea-services-1253172?utm_source=Sailthru&utm_medium=email&utm_campaign=THR%27s%2BToday%2Bin%2BEntertainment_2019-11-08%2B07%3A05%3A00_aweprin&utm_term=hollywoodreporter_tie.
Although it’s hard for us to admit, the majority of us all have a guilty pleasure for lifestyle and niche tv shows. Whether it’s an episode of Property Brothers or 90 Day Fiancé, something seems to be reeling us in. In an article written by Yahoo Finance, they stated how 55% of HGTV’s viewership is made up of 20-30-year-olds. The theme of the article suggest that what keeps us so interested is the mindlessness, celebrity impact and the fantasy element. The article specifically describes HGTV but this truly applies to every lifestyle show. They are all very easy shows to pick up because they are different each time and contain pointless drama that distracts us from our everyday lives. Something else that really ropes us in is the celebrity impact. Yahoo Finance discusses how we become invested in some of our favorite lifestyle shows mostly due to their hosts. Fixer Upper can thank part of their success to the chemistry of their hosts; Chip and Joanna Gaines. A very common reason we all enjoy these shows as much as we do is largely due to the mindlessness of it. Sometimes we need to put a show on in the background and these shows work so well because they are different every time. They don’t have a specific plot that you need to follow which allows us the freedom to turn on HGTV and let it run while we go about our day. Another interesting point was how we use these shows as our own form of fantasy. Watching people create their dream home or buy the perfect wedding dress launches us into a day-dreaming state. These shows create a world that we want for our future selves and it makes it hard to turn away. In the Yahoo Finance article, Sharon Pak, a real estate agent expresses how millennials specifically love these shows because we love to envision a life we can’t actually afford. An interesting point made by Business Insider suggested that maybe we enjoy these shows so much because we have a guilty pleasure of intruding on the privacy of other peoples’ lives.
With the fast-growing world of streaming services, lifestyle tv shows need a way to stay relevant and accessible. A Hollywood Reporter article discusses how ViacomCBS has decided to expand into the streaming world. In order to stay in the game, these networks need to merge with ViacomCBS or rely on other streaming services. They will be including Comedy Central, Paramount Networks, BET, MTV, and CBS news. Although they will be competing against major streaming services such as Netflix, Hulu and Amazon Prime, they might have a fighting chance. They offer the mindlessness and other elements that keeps us interested that these streaming services lack. Although some of these services have created their own forms of lifestyle tv, networks such as HGTV or MTV will always hold an effect over us. Some of the smaller networks might not make it but I can see networks such as TLC and HGTV staying afloat in this streaming wars world.
Works Cited
Hayden, Erik. “ViacomCBS Plans New Streaming Service.” The Hollywood Reporter, 7 Feb. 2020, www.hollywoodreporter.com/news/viacomcbs-plans-new-streaming-service-1277113. Weprin, Alex. “Where Do Niche Streamers Fit in a Sea of Services?” The Hollywood Reporter, 11 Nov. 2019, www.hollywoodreporter.com/news/do-niche-streamers-fit-a-sea-services-1253172?utm_source=Sailthru&utm_medium=email&utm_campaign=THR%27s%2BToday%2Bin%2BEntertainment_2019-11-08%2B07%3A05%3A00_aweprin&utm_term=hollywoodreporter_tie. “Why Millennials Are Obsessed with HGTV.” Yahoo! Finance, Yahoo!, 13 Nov. 2017, finance.yahoo.com/news/millennials-obsessed-hgtv-205022165.html?guccounter=1. Witkowski, Tomasz. “The Real Reason We Love Reality TV Has Nothing to Do with Watching People Get Humiliated.” Business Insider, Business Insider, 25 Nov. 2016, www.businessinsider.com/why-love-reality-tv-psychology-2016-11.
Part 1 (didn't italicize the publications)
ReplyDeleteAs much as the cable industry statistics might oppose this statement, niche and lifestyle cable is some of the most popular content consumed by viewers- even millennials. There are a multitude of reasons as to why this is, surprisingly. One of the first reasons why they are so appealing is because of the demographics to which they appeal to. Females and families as a whole are the mass majority of viewers who tune in to watch this type of programming. This is perfect because the type of content being broadcast by these networks, surrounds family-friendly topics and can definitely lean more toward female interests. During an investor conference, Discovery Inc. president David Zaslav spoke about how even streaming services cannot compete with the amount and type of content that Discovery has to offer: “ Every [streaming service] has come to us and said you have a huge library in women, a huge library in family, your content library itself is bigger than Netflix as a whole, we need more bulk, we need more great characters” David Zaslav (Szalai, The Hollywood Reporter). These lifestyle networks have perfectly narrowed their target audience and have successfully marketed and made content to suit what their audience wants to watch. In a bit of an opposite circumstance, HGTV has gained the attention of a much younger demographic than those who appear on the channel. Millennials have become the networks largest audience. In an article from Yahoo Finance, many millennials dished on why they watch HGTV. One of the main reasons was because it is a network free from narrative stories or even plots in general.
Part 2
DeleteThere is no need to expend extra energy to pay attention to the programming because there’s nothing to follow along to. The shows have a general set-up and conclusion and this is simply repeated each episode but with different people who have no background or importance. For most of the audience, “This means that 20- and 30-somethings find themselves watching episodes on repeat, keeping it on in the background while they cook or get ready for a night out” (Hahm, Yahoo Finance). Another reason why HGTV is loved by a younger audience is because of its escapism. HGTV allows people to imagine what their life could be like through its shows, and helps inspire viewers to attain the beautiful homes shown in real life. However, when it comes to the TLC channel, I truly think people watch it because of how strange their content is. No matter what age or gender, there’s no denying that TLC shows are in a league of their own. For example, TLC has a show called Dr. Pimple Popper, which focuses on dermatologist Sandra Lee and her pimple popping skills. In an article from The Washington Post, it stated that “Since its premiere last week, which drew some 2.4 million viewers, TLC’s Dr. Pimple Popper has aired two episodes, showing several patients learning about their conditions and having various growths removed from their bodies” (Bever, The Washington Post). The shock factor is appealing to many people, and TLC has that with the majority of their content. I believe while these networks are successful on cable, I don’t know how well they would do on streaming services. I feel like these networks will be overlooked in comparison to major streaming content.
Works Cited
Bever, Lindsey. “The Grossest Show on TV Stars a Dermatologist Known as Dr. Pimple Popper. Here's Why People like It.” The Washington Post, WP Company, 20 July 2018, www.washingtonpost.com/news/arts-and-entertainment/wp/2018/07/20/the-grossest-show-on-tv-stars-a-dermatologist-known-as-dr-pimple-popper-heres-why-people-like-it/.
Hahm, Melody. “Why Millennials Are Obsessed with HGTV.” Yahoo! Finance, Yahoo!, 13 Nov. 2017, finance.yahoo.com/news/millennials-obsessed-hgtv-205022165.html.
Szalai, Georg. “Discovery CEO Predicts Few Platforms Will Survive Streaming Wars.” The Hollywood Reporter, 9 Jan. 2020, www.hollywoodreporter.com/news/discovery-ceo-predicts-few-platforms-will-survive-streaming-wars-1208804.
Liana DiMitri
ReplyDeleteApparently, I’ve been watching the wrong programming when it comes to television because lifestyle and niche programming is where the fun is. I never knew how popular networks like Discovery and HGTV where among cable audiences but today I learned something new—lifestyle and niche programming are thriving during the “streaming wars.”
A huge draw of these networks is escapism. When looking at HGTV network—a channel known for its house renovation shows—55% of its audience is made of Gen Z and millennials (Hahm). The shows teach practicality and even provide inspiration to viewers looking to buy their first homes. I remember the days when I used to watch HGTV with my parents to just relax. Clearly, that effect still holds true for many viewers as people usually play the network in the background or watch it to take a break from reality. Another major appeal of these niche networks, like those owned by Discovery, are their shows’ predictability. Whether someone buys a new home, a cold case murder has been solved, or a chef has won a cooking competition, every show has a resolution (O’Connell). I think this a very important aspect to niche programming because it is something that audiences don’t always come by with scripted shows. While so many streaming services are providing award winning shows with epic cliff-hangars, it is nice to get the satisfaction of realistic programming.
So now you may be thinking escapism and resolutions are great, but these networks have no chance against scripted shows and streamers. Well that’s where you would be wrong and so was I. These niche networks are playing a smart game by banking off the huge competition between Netflix, Amazon, Disney, etc. Discovery’s programming recently exceeded its $3 billion cash flow goal early. Creating a streaming service for Discovery and its subsidiaries is also a possibility. The network’s CEO currently has no worries about Discovery flatlining any time soon (Szalai). For smaller niche networks that have streaming services like AMC Networks and WWE, these companies know that subscription prices can be raised because of loyal audiences. Niche networks are also making their programs available through Roku, Amazon, and Apple to increase audience reach (Weprin). The strategy of niche services to find openings amidst the “streaming wars” is almost genius. These networks are playing their specific strengths of vast amounts of non-scripted programming and fan loyalty. The top streamers still have to find a balance between funding toward video content and subscription prices, but people are predicting that streaming will most likely take a similar form to cable with bundling (Littleton and Low). Niche networks don’t have to worry about racing for the most original scripted content. They should invest in streaming services, but it does not seem like their audiences are going to fade drastically.
People always want something new and different. I didn’t realize the far reach Discovery had with its various networks, but I think non scripted programming has a decent survival rate in the “streaming wars.” There are going to be a lot of bumps in the road for the big streamers but that doesn’t mean niche programming will be subject to the same difficulties. The plan of these niche networks to have the big streamers competition support their growth is something I didn’t think I’d see.
Works Cited
DeleteHahm, Melody. “Why Millennials Are Obsessed with HGTV.” Finance.Yahoo.Com, 13 Nov. 2017, finance.yahoo.com/news/millennials-obsessed-hgtv-205022165.html. Accessed 24 Feb. 2020.
Littleton, Cynthia, and Elaine Low. “Adapt or Die: Why 2020 Will Be All About Entertainment’s New Streaming Battleground.” Variety, Variety, 17 Dec. 2019, variety.com/2019/biz/features/streaming-2020-disney-plus-netflix-hbo-max-apple-tv-amazon-1203439700/.
O’Connell, Michael. “Discovery’s Kathleen Finch Reveals the Perks and Pains of Counter-Programming an Election Year.” The Hollywood Reporter, 28 Jan. 2020, www.hollywoodreporter.com/news/discovery-networks-lifestyles-boss-reveals-pros-cons-cable-an-election-year-1274113. Accessed 24 Feb. 2020.
Szalai, George. “Discovery CEO Predicts Few Platforms Will Survive Streaming Wars.” The Hollywood Reporter, 8 Jan. 2020, www.hollywoodreporter.com/news/discovery-ceo-predicts-few-platforms-will-survive-streaming-wars-1208804. Accessed 24 Feb. 2020.
Weprin, Alex. “Where Do Niche Streamers Fit in a Sea of Services?” The Hollywood Reporter, 7 Nov. 2019, www.hollywoodreporter.com/news/do-niche-streamers-fit-a-sea-services-1253172. Accessed 24 Feb. 2020.
Max Marino
ReplyDeleteResponse #2
Magazines over the past several years have essentially become a media trend of the past. They were always a very popular form of media, yet now a days with the technology increase they have almost taken a back seat to other forms of media. In an article written by Sydney Ember and Michael M. Grynbaum for the New York Times called “The Not So-Glossy Future of Magazines” they highlight just the idea of the rough future of the magazine industry. In this article they talk about Graydon Carter, the longtime editor of Vanity Fair, was departing the magazine after a 25-year run, to go along with three very popular editors. Because of the popularity of websites such as Facebook and Google, it is tough for magazines to compete. Editors from Vanity Fair became aware of the downward trends with these reads because of the change in senior leadership. “Sentimentality is probably the biggest enemy for the magazine business,” David Carey, the president of Hearst Magazines, said in an interview. “You have to embrace the future.” Kurt Anderson, who was a former editor for Carter said that print magazines were still breathing but said that the industry was in “more of a dusk, slow dusk, and we’re closer to sunset.”
The Association of Magazine Media in 2019 wrote an article called “Magazine Media Factbook.” In this article, they highlight how magazines are still staying afloat in 2019 and into 2020. For instance, the article highlighted that the Magazine Brand Cross-platform audiences continue to rise over time. In August of 2014, their audience was 1.37 billion. In January of 2019, their audience was up to 1.7 billion, which is a 25% increase. The % growth in the number of Magazine Media Industry Likes/Followers by Social Network for Instagram was up 8.3% in the first quarter of 2019 compared to the fourth of 2018. It seems as if the magazine industry is not dying for everyone. The social media engagement factor for magazine brands as opposed to non-magazine brands has a huge difference as well. Social media engagement factors = social media actions (likes and such) divided by the publisher’s posts. On Facebook, magazine brands posted a score of 346, while non magazine brands only posted 74. On Twitter the numbers were even more far off, with magazine brands having 27, and non-magazine brands only 4.
According to the Magazine Media 360 Brand Audience Report, the number one magazine in June of 2019 was ESPN the Magazine. To me, this is one magazine brand that will not die. ESPN constantly adds new and cool features to their magazine, and their subscribers will not let go of it. Their latest issue of the years of Kobe Bryant’s life was huge, and after his death, will continue to grow. Maybe the idea of print magazine is dying, but digital growth continues to grow. Magazines are one of those things where if you are a subscriber, you will continue to be. However, the days of picking up a quick read off the stand, or reading them in a waiting room are over. Just like newspapers, the print industry is slowing dying.
Works Cited
Top 10 Magazine Brands - Nov. 2017." MPA: The Association for Magazine Media. Accessed 7 Feb. 2018. Web.
"Magazine Media Factbook 2017-18." MPA: The Association of Magazine Media. Accessed 7 Feb. 2018. Web.
Ember, Sydney, and Michael. “The Not-So-Glossy Future of Magazines.” The New York Times, The New York Times, 23 Sept. 2017, www.nytimes.com/2017/09/23/business/media/the-not-so-glossy-future-of-magazines.html
Michael Reilly (1/2)
ReplyDeleteThe appeal of lifestyle and niche cable TV networks and programming is that the content is a deviation from the mainstream. Further, this content also appeals to the side of people that enjoys fantasizing. These factors make it possible for these types of programs to be successful in an era where there is a plethora of popular mainstream content. While mainstream content certainly consists of popular programs from outlets such as Netflix, Hulu, CBS, NBC, ABC, and Fox, it also consists of political programming. People can become tired of the same popular shows and the exhaustion of the political process, which drives them to lifestyle and niche programming. Kathleen Finch, the chief lifestyles brand officer for Discovery, explained that the brand’s content is “not a happy story always, but there's a promise to the viewers that there will be a resolution, so a lot of viewers come to us when they've just had enough of bad news” (O’Connell). The news on a national level can be discouraging and local news can be depressing as well. So, an escape to a program that is generally more positive and has a positive outcome is appealing to people. Plus, the presidential election is coming up in November and it is easy to become tired of the nonstop election coverage. The apolitical content from lifestyle and niche brands will be a welcome escape for viewers. Furthermore, consumers, especially younger ones, want to escape to a fantasy world. They want to dream of a living situation that is better than their current one. An HGTV viewer explained that these shows allow “us [millennials] to fantasize about our first homes since we’re not homeowners yet. It gives me inspiration. I like seeing the transformation” (Hahm). Whether it’s life as a professional athlete or as a rock star, people love to dream about a different life. Lifestyle and niche outlets such as HGTV provide people with an avenue to dream about alternative living situations.
The ability to dream and the ability to escape from the mundane mainstream programming and stories are ensuring that lifestyle and niche outlets are still viable in the SVOD era. Essentially, people crave this content. Companies recognize this demand and in turn, will provide people with lifestyle and niche programming. Brett Sappington, senior research director for Parks Associates, said that “when you are talking $1, $2 or $5, that may not be enough to dissuade consumers from getting that content” (Weprin). People are willing to pay for a subscription service that will provide them with lifestyle and niche content on-demand because it fits their viewing needs. This content is their top choice, so they will pay more in order to get it at any time. Several organizations, such as AMC Networks and WWE, are providing their audiences with streaming services to satisfy this desire for content. Even CBS, which is not a lifestyle or niche brand, has recognized the demand for this style of content. The broadcast company launched its own lifestyle streaming service (“Dabl”) in September, which includes content from Martha Stewart (Littleton). Brands have adapted to consumers’ watching habits, so they know that if they provide lifestyle and niche content through streaming services, then people will watch it. In sum, this content is highly coveted by consumers, especially those who have migrated from traditional television to streaming services. Lifestyle and niche programming are remaining viable in the SVOD era because their producers have adapted and because their viewers are incredibly passionate.
Michael Reilly (2/2)
DeleteWorks Cited
Hahm, Melody. “Why Millennials Are Obsessed with HGTV.” Yahoo! Finance, Yahoo!, 13 Nov. 2017, finance.yahoo.com/news/millennials-obsessed-hgtv-205022165.html.
Littleton, Cynthia. “CBS to Launch DABL Digital Lifestyle Channel in September.” Variety, 17 June 2019, variety.com/2019/tv/news/cbs-dabl-digital-launch-martha-stewart-emeril-lagasse-1203244886/.
O'Connell, Michael. “Discovery's Kathleen Finch Reveals the Perks and Pains of Counter-Programming an Election Year.” The Hollywood Reporter, 29 Jan. 2020, www.hollywoodreporter.com/news/discovery-networks-lifestyles-boss-reveals-pros-cons-cable-an-election-year-1274113.
Weprin, Alex. “Where Do Niche Streamers Fit in a Sea of Services?” The Hollywood Reporter, 11 Nov. 2019, www.hollywoodreporter.com/news/do-niche-streamers-fit-a-sea-services-1253172?utm_source=Sailthru&utm_medium=email&utm_campaign=THR%27s%2BToday%2Bin%2BEntertainment_2019-11-08%2B07%3A05%3A00_aweprin&utm_term=hollywoodreporter_tie.
Katerina Bressette
ReplyDeleteLifestyle and niche cable networks are television programs that are specific genres of entertainment and target a particular demographic of people. With the top media conglomerates battling it out through the streaming wars, these niche networks are not just sitting back and waiting for the storm to pass. Some of these networks are making plans to grow on their own or find a larger conglomerate to buy them out. While many of the professionals working at niche or lifestyle networks believe that only one or two survivors will come out on top for streaming services, these small networks are still pushing forward. There are several reasons why niche and lifestyle cable networks are still showing popularity today. For starters, millennials and Gen Z make up a majority of the audience that is watching lifestyle networks. One source claims, “Together, Gen Z and millennials account for 55% of HGTV’s audience” (Hahm). For both millennials and Gen Z, these lifestyle networks can feel like a “mindless escape” (Hahm). It is entertaining programs like, “Fixer Upper” that they can leave on in the background, while they do other things. It also is not dependent on following the episodes chronologically, each episode can stand on its own, so the viewers can pick up anywhere in the season. Not only is there a large enough audience still watching these networks, but these niche cable programs also appeal to advertisers. Due to their specific content, these programs are already narrowing their audiences by demographic which makes it easier for advertisers to target a particular market. Steve Raddock, VP of communications for the Cabletelevision Advertising Bureau, states that, “advertisers on niche channels don’t require a mass audience because they’re able to reach a specific audience with no waste…Targeted reach is the essence of our medium” (Holloway). With the appeal of Gen Z and millennials as well as advertisers targeting their already niche markets, these lifestyle networks are holding their own in the SVOD era. These small networks are still competing in today’s streaming world due to the network’s unique and specialized content. One source claims, “By and large, consumers will pay for the content that they want. When you are talking $1, $2 or $5 that may not be enough to dissuade consumers from getting that content” (Weprin). Not only are these niche networks using their unique and specific content libraries to keep up in the streaming world, but they are also taking advantage of bundling services by targeting the big tech companies like Amazon or Apple. By targeting the tech companies, they can use their larger audiences to drive subscriptions while taking a cut of the revenue. These niche and lifestyle cable networks might be small, but they are making their own headway in an era of SVOD and large media conglomerates. With the appeal Gen Z, millennials and advertisers, these cable networks are taking advantage of their unique content and are continuing to stay relevant in the world of streaming.
Katerina Bressette
ReplyDeleteWorks Cited
Hahm, Melody. “Why Millennials Are Obsessed with HGTV.” Yahoo! Finance, Yahoo!, 13 Nov. 2017, finance.yahoo.com/news/millennials-obsessed-hgtv-205022165.html.
Holloway, Diane. “Niche Cable Channels Narrow in on an Audience.” Chicagotribune.com, 27 Aug. 2018, www.chicagotribune.com/news/ct-xpm-2003-08-07-0308070032-story.html.
Weprin, Alex. “Where Do Niche Streamers Fit in a Sea of Services?” The Hollywood Reporter, 11 Nov. 2019, www.hollywoodreporter.com/news/do-niche-streamers-fit-a-sea-services-1253172?utm_source=Sailthru&utm_medium=email&utm_campaign=THR%27s%2BToday%2Bin%2BEntertainment_2019-11-08%2B07%3A05%3A00_aweprin&utm_term=hollywoodreporter_tie.
Kayla Gaudet
ReplyDeleteAlthough it’s hard for us to admit, the majority of us all have a guilty pleasure for lifestyle and niche tv shows. Whether it’s an episode of Property Brothers or 90 Day Fiancé, something seems to be reeling us in. In an article written by Yahoo Finance, they stated how 55% of HGTV’s viewership is made up of 20-30-year-olds. The theme of the article suggest that what keeps us so interested is the mindlessness, celebrity impact and the fantasy element. The article specifically describes HGTV but this truly applies to every lifestyle show. They are all very easy shows to pick up because they are different each time and contain pointless drama that distracts us from our everyday lives. Something else that really ropes us in is the celebrity impact. Yahoo Finance discusses how we become invested in some of our favorite lifestyle shows mostly due to their hosts. Fixer Upper can thank part of their success to the chemistry of their hosts; Chip and Joanna Gaines. A very common reason we all enjoy these shows as much as we do is largely due to the mindlessness of it. Sometimes we need to put a show on in the background and these shows work so well because they are different every time. They don’t have a specific plot that you need to follow which allows us the freedom to turn on HGTV and let it run while we go about our day. Another interesting point was how we use these shows as our own form of fantasy. Watching people create their dream home or buy the perfect wedding dress launches us into a day-dreaming state. These shows create a world that we want for our future selves and it makes it hard to turn away. In the Yahoo Finance article, Sharon Pak, a real estate agent expresses how millennials specifically love these shows because we love to envision a life we can’t actually afford. An interesting point made by Business Insider suggested that maybe we enjoy these shows so much because we have a guilty pleasure of intruding on the privacy of other peoples’ lives.
With the fast-growing world of streaming services, lifestyle tv shows need a way to stay relevant and accessible. A Hollywood Reporter article discusses how ViacomCBS has decided to expand into the streaming world. In order to stay in the game, these networks need to merge with ViacomCBS or rely on other streaming services. They will be including Comedy Central, Paramount Networks, BET, MTV, and CBS news. Although they will be competing against major streaming services such as Netflix, Hulu and Amazon Prime, they might have a fighting chance. They offer the mindlessness and other elements that keeps us interested that these streaming services lack. Although some of these services have created their own forms of lifestyle tv, networks such as HGTV or MTV will always hold an effect over us. Some of the smaller networks might not make it but I can see networks such as TLC and HGTV staying afloat in this streaming wars world.
Works Cited
Hayden, Erik. “ViacomCBS Plans New Streaming Service.” The Hollywood Reporter, 7 Feb. 2020, www.hollywoodreporter.com/news/viacomcbs-plans-new-streaming-service-1277113.
Weprin, Alex. “Where Do Niche Streamers Fit in a Sea of Services?” The Hollywood Reporter, 11 Nov. 2019, www.hollywoodreporter.com/news/do-niche-streamers-fit-a-sea-services-1253172?utm_source=Sailthru&utm_medium=email&utm_campaign=THR%27s%2BToday%2Bin%2BEntertainment_2019-11-08%2B07%3A05%3A00_aweprin&utm_term=hollywoodreporter_tie.
“Why Millennials Are Obsessed with HGTV.” Yahoo! Finance, Yahoo!, 13 Nov. 2017, finance.yahoo.com/news/millennials-obsessed-hgtv-205022165.html?guccounter=1.
Witkowski, Tomasz. “The Real Reason We Love Reality TV Has Nothing to Do with Watching People Get Humiliated.” Business Insider, Business Insider, 25 Nov. 2016, www.businessinsider.com/why-love-reality-tv-psychology-2016-11.