Fifteen years later, “Dancing with the Stars” is moving away from ABC … and moving to Disney + (DIS) for a two-season order.
The shocking action, announced on Friday, marks a major milestone in the streaming wars as the dance competition series will be the first live-streaming reality series in the United States.
The NFL’s “Monday Night Football” is an 8-10 pm ET break as part of the network’s program.
“After 30 seasons on ABC, including two spin-offs, ‘Dancing with the Stars’ will be leaving ABC this fall, so the network will be able to showcase, develop and invest in many ‘Monday Night Football’ games,” ABC said in a statement.
Experts in space believe that this is the right move for a new streaming platform that will quickly climb the rankings after two and a half years in the market.
“What exactly do people want to do? And what can people wait to compose music for? That question alone helps to reveal a lot of variation and direction in this decision,” said Anthony Palomba, a professor at UVA’s Torton School of Business Administration. Business.
Palomba, who specializes in recreational consumer behavior, explained that a live sporting event, such as football, often prioritizes cable over its extinction.
“There was not so much pressure to watch ‘Dancing with the Stars’ immediately,” the professor continued, adding that the publicity glamor of “Monday Night Football” and the consistency of ratings may be an additional motivator for decision making.
In terms of context, NFL Media announced that its nationally aired games will have an average of 17.3 million viewers per game (both TV and digital) by 2021, an increase of 17% from the 2020 season.
By comparison, season 30 of “DWTS” saw just over 4.89 million viewers – a significant drop from its 2010-2011 season high, according to Nielsen. (Interestingly, the recent season is still featured in the first 5 unwritten series with adults aged 18-49.)
Although “DWTS” has struggled to regain the dominance of its previous ratings, Palomba told Yahoo Finance that the reality TV show has a very diverse, female-driven audience compared to the older NFL population – a unique feature that streamers can better use. Than cable providers.
“Women often make the biggest decisions in the family, including which streaming service to choose, so I think it’s very bright to protect streaming programs that appeal to women and girls on Disney’s side. These streaming service subscription results,” she explained.
Palomba stressed that adding Disney’s franchises beyond Marvel and Lucasfilms is increasingly important, “moving these audiences to Disney + is a natural fit, as well as allowing them to watch time on ABC.”
Streaming offers the consumer segment the opportunity to further refine and provide more designed experiences for visitors …Anthony Palomba, professor at the Dorton School of Business in UVA
Disney believes that “DWTS”‘s hardcore fan base will lead to more users over time, especially as subscriber growth slows across the industry – which has hit rival Netflix hard in its latest earnings report.
Netflix said it expects to add 7 million more paid members in the current quarter than expected by 7.82 million consensus analysts. This represents a 27% decline from the 9.6 million subscribers added in the previous quarter.
Disney, meanwhile, had 129.8 million subscribers worldwide in the first quarter of 2022. The company has reaffirmed its goal of bringing in 230 million to 260 million subscribers by the end of fiscal 2024.
As more and more streamers experiment with ways to enhance the overall user experience (and collect more subscriber data), such amazing results will help push the industry to its next stage of development.
“The market has a lot of content,” Palomba noted. He explained that customer experiences such as Netflix’s (NFLX) double thumbs-up feature and interactive game show series such as “Trivia Quest” can help differentiate the best players in the market.
“Streaming offers the consumer segment the opportunity to further refine and provide more designed experiences for viewers,” he said, adding that streamers have the opportunity to explore that user experience in a way that traditional networks cannot.
Disney + welcomes a live reality show (and one that viewers can communicate with explicitly by voting) marks a new phase in the streaming battles – which is likely to see more exciting shake-ups moving forward.
Alexandra is a Senior Entertainment and Food Correspondent at Yahoo Finance. Follow her on Twitter @ alliecanal8193
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