Browse
Log in / Register
Share
HGTV's recent cancellation of several popular home shows, including Bargain Block, signals a significant shift in the cable network's strategy, driven by soaring production costs and a rapidly declining viewership. Data indicates the network has lost nearly half its average audience since 2017, making expensive renovation programs financially unsustainable. This move highlights a broader trend where traditional television struggles to compete with more affordable real estate content on digital platforms.
The primary reason for the cancellations is a steep decline in viewership coupled with prohibitively high production budgets. According to Nielsen data cited by Deadline, HGTV's average viewership dropped from approximately 1.5 million in 2017 to around 773,000 in 2023. This erosion of the audience base makes it difficult to justify the cost of producing high-end renovation shows. Home renovation programs can cost over $500,000 per episode, a figure that has been inflated by supply chain delays and increased material costs. One producer noted that essential materials like wood flooring often arrive weeks after production begins, disrupting strict filming schedules and budgets.
The financial disparity between different genres of property television is significant. While a complex renovation show can exceed $500,000 per episode, simpler real estate shows—which focus on buying and selling rather than construction—typically cost between $200,000 and $300,000 per episode. These programs are less labor-intensive and faster to film, as they are not dependent on unpredictable construction timelines. This cost difference is a critical factor in network programming decisions, especially as advertising revenues adjust to smaller audience sizes.
HGTV is also facing intense competition from social media creators. Platforms like TikTok, Instagram, and YouTube host a vast array of DIY renovation and real estate content that is produced at a fraction of the cost of a TV show. This content often reaches the key demographic of viewers aged 18-49 more effectively. Reports indicate HGTV lost 26% of its audience in this age group in the past year alone, with the average number of 18-49-year-old viewers plummeting from 425,000 in 2017 to just 101,000 in 2024. The accessibility and volume of free online content present a fundamental challenge to the traditional cable model.
For hosts like Keith Bynum and Evan Thomas of Bargain Block, the future likely involves leveraging the fan base they built on HGTV through alternative channels. After the cancellation, Bynum hinted at new projects directly for their followers, stating they are "excited to show yall some of the projects." This approach mirrors a growing trend where television personalities transition to direct-to-consumer content on digital platforms, allowing for more creative control and a direct relationship with their audience without the constraints of a network budget.
The changing landscape of property television underscores a broader shift in media consumption. For viewers, this means that high-quality real estate and renovation content is increasingly found on digital platforms. For industry professionals, it highlights the importance of building a direct audience. The high cost of traditional production, combined with competition from agile digital creators, is reshaping how we consume home-related entertainment.
