With home prices hitting new highs, homeownership appears increasingly unattainable for the 20- and 30-something cohort. But, that’s not stopping them from gravitating toward HGTV’s aspirational and escapist programming.
Together, Gen Z and millennials account for 55% of HGTV’s audience.
Michael Barrera, 25, spends five to six hours each week watching HGTV, allowing himself to binge on Sundays. “Fixer Upper,” a primary ratings driver for HGTV, is his favorite show. “House Hunters,” “Property Brothers,” “Flip or Flop,” and “Love it or List it” are the top shows by gross rating point.
“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 told Yahoo Finance.
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