As a generation that has been highly exposed to ample amounts of streaming services and is much less focused on traditional cable, many millennials are actually tuning in to HGTV. Millennials, along with generation Z, make up for 55 percent of the networks audience.
The reason for this has to do with the unfortunate fact that home prices are on the rise, which makes it tougher for those in their 20s and 30s to buy homes.
HGTV provides these up-and-coming adults with a source of escapism, much like any good TV programming is supposed to do.
According to an interview on Yahoo Finance, Michael Barbara, who is 25, spends five to six hours a week watching HGTV.
“With all the news in the world right now, it feels like a really nice escape. The programming is aspirational, inspirational and feels like a bit of a vacation,” he said.
Fellow millennial, Jocelyn Jezierny, 26, also finds that sense of escapism through the channel’s programing.
“The HGTV shows are a mindless escape with manufactured or really silly ‘drama’ it’s easy to watch them while doing other things, too,” Jezierny said. “Plus, there are so many different episodes on demand, so I can watch them whenever and without commercials. My boyfriend and I have super different tastes in TV shows, but we both agree that we really enjoy HGTV.”
When it comes to getting viewers to keep watching, it helps to have engaging, funny hosts, of which the network has an abundance.
There is the husband-wife tandem of Chip and Joanna Gaines of the popular show “Fixer Upper.” According to “Fixer Upper” fan Heewon Sohn, 38, the hosts’ popularity is making its way into the mainstream.
“I even saw people dressing up as them for Halloween,” Sohn said. “I really like the dynamic between the two. She’s definitely in charge.”
The success and popularity of the show has landed the couple two published books, as well as their own home decor line at Target.
Another standout pair of family hosts on the network is brothers Drew and Jonathan Scott. The twin brothers host their popular show know as “Property Brothers.” Drew is a real estate agent who helps the clients find a new home. On the flipside, Jonathan is a licensed contractor who gets the client’s current home in the best shape possible before selling. Their opposite ends of the spectrum jobs play a big part into their lighthearted and goofy sibling rival dynamic.
The two brothers have recently partnered with Chase bank for a marketing campaign, which means any customer of that bank will be seeing a lot more of the brothers one way or another.
Perhaps the biggest influence drawing millennials to the HGTV network is the fantasy element, as many of them watch from their parents’ house or tiny apartment.
Sharon Park, a 28-year-old who works in real estate management in New Jersey, attested to this statement.
Park said, “I guess for millennials, it feels like a fantasy. We love to see things we can’t afford, given that we’re crammed into 300 square-foot apartments and have debt.”
Staying with the term “fantasy,” one would certainly hope that millennials, or anyone for that matter, do not get the impression getting into real estate is as simple and profitable as it may appear on the shows. If someone thinks they may be interested in getting into the field of real estate investing and house flipping, check out an article on biggerpockets.com, which breaks down the difference between the fantasy of HGTV shows and real life.
Photo: Rachel Futterman | The Oswegonian
