Linear Viewership Declines, but Great American Thrives — Here’s Why

Published: December 27, 2024

Linear Viewership Declines, but Great American Thrives — Here’s Why

By Movieguide® Contributor

Great American Family has made it a Top 25 channel, despite that many linear cable networks are in decline.

“As shown by recent events, the country is seeking a return to normalcy, and our brand’s relentless focus on content that affirms faith, family and country has resonated in a big way,” said President and CEO of Great American Media Bill Abbott.

“While some networks saw steep declines in 2024, Great American Family experienced double-digit growth,” The Christian Post reported. “In November alone, the network reported a 19% increase in household viewership and a 21% rise in total viewers. The women 25-54 demographic also grew by 13%.”

Abbot believes this is due to its strategy for audience engagement and commitment to family-friendly productions.

“Each week, we review ratings as an entire company so we can see what our viewers are saying,” the president said. “This gives us an opportunity to connect with our audience and understand how we can continue to create engaging content. We regularly ask for feedback from our audience and hold focus groups to determine how we can create the most valuable content. We also have a team dedicated to engaging and connecting with our audience on social media.”

In 2020, Abbott retired from his role as CEO of Crown Media Family Networks, the parent company of Hallmark. GAF launched in 2021 as a rival to Hallmark, which was headed in a more secular direction. GAF merged with Pure Flix, a faith-based streaming platform, in 2023.

“In ‘mainstream’ entertainment, the portrayal of faith, family and country is often dismissive, caricatured or outright derisive,” said Abbott. “One of the qualifications that that content needs to have to air on our platforms is to be supportive and encouraging in regard to the traditions and values that are central to faith, family and country.”

“We have received an enormous number of comments from viewers that our content brings joy to their home, comfort during challenging times, and a space for their families to watch without controversy,” he said. “These types of messages are very fulfilling and reaffirm our mission to be uplifting and inspirational.”

Abbott stressed that the channel’s crew is just as important as its star actors.

“The remarkable performance during a period of widespread decline in the linear space reflects Great American Family’s commitment to producing quality content,” Abbott said. This network has brought on talent that aims to create quality family-friendly content, and they have helped fuel our growth. We have passionate viewers and fans that watch for the experience of Great American Family, including Christmas, that cannot be found anywhere else in entertainment.”

This year, GAF offered fans more than viewing experiences. It hosted a multi-day Christmas Festival in New York, featuring meet and greets with actors like Candace Cameron Bure.

Bure, who worked with Hallmark for 13 years, said she left the channel to work on projects that are more “meaningful.”

She said, “What I really appreciate about the Great American Family viewership is they want to see films that are more than just two people falling in love — and they love that storyline — but to be able to talk and share about faith in God and the reason for the season. The season that Christ was born to, to pay the price for our sins and sacrifice Himself and die on the cross, that He is the Savior of the world, the ultimate gift.”

“I want people to be entertained, to sit on their couch and laugh or shed a tear,” the Teddy Bear Award® winner continued. “But as the years go on, I’ve wanted to find more meaning in these stories. That’s what I appreciate about Great American Family, they want faith-forward content that reminds viewers of the hope and joy that come with the season.”

Abbott shared that the network has several hopeful projects underway: COUNTY RESCUE Season 2, WHEN HOPE CALLS Season 3 and an adaptation of Karen Kingsbury’s SOMEONE LIKE YOU.

“Great American Family delivers what is promised to its audience,” Abbot said. “We continue to bring familiar faces to our channel, and we listen to our audience feedback. By listening to what our audience wants, we are not only growing in their homes but that love for the channel will flow to their family, friends and neighbors. We want to continue our devotion to creating quality, family-friendly content throughout the shifts of this industry.”

GAF is “relentlessly focused on contributing positively to the entertainment landscape,” Abbot continued. “By creating quality family-friendly content, we are building a channel and business that are supportive of traditional values and that will be a force in the space for years to come.”

“I think we know the core audience and what they love is exactly how Bill originally built the Hallmark Channel,” Bure said in 2022. “That was Christmas and those traditional holidays, so that’s what the focus is going to be. You’ve got to start somewhere.”