Is Discovery+ A Fixer Upper?

Big News: Chip and Joanna Gaines are launching their Magnolia Network on July 15th.

Why this matters #1: Before, they were just a show (Fixer Upper), and now they are an entire network.

Key details for Fixer Upper:
1) Launched in 2013
2) 5 seasons (2013-18)
3) 79 episodes
4) 16.6M viewers at peak
5) Waco has become the #2 tourist destination in Texas w/ ≈ 2M in 2019

Quote from David Zaslav – CEO @ Discovery:

“People tell me, ‘You don’t have The Mandalorian or The Morning Show,’ but The Morning Show hasn’t been on the cover of People 20 times in the last four years. The Morning Show doesn’t sell a million cookbooks. There’s a big underestimation of this kind of connection to the audience.”

Video: Chip and Joanna Gaines on Walking Away From ‘Fixer Upper,’ Launching Magnolia Network and the Criticism That Stings the Most

Why this matters #2: Warner Bros. Discovery (if approved) will rely on content like the Magnolia Network in the battle for consumer’s attention and wallet.

Discovery+ subscribers:
1) Dec-20 – 5.2M
2) Feb-21 – 11.0M
3) Mar-21 – 13.0M
4) Apr-21 – 15.0M
5) Jun-21 – 17.0M
6) Aug-21 – 18.0M

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