Chick-fil-A to launch their own streaming service
Despite that the state of the streaming wars, apparently some companies still think there’s room for yet another streaming service. This time, it’s fast food chain Chick-fil-A, of all businesses. Media news site Deadline has reported Chick-fil-A plans to launch their own streaming service. Said service will be comprised of “family-friendly” acquired content and unscripted programming (read: reality shows and game shows). Details, including a launch date, the service’s name, and pricing, are unavailable; Chick-fil-A declined to comment on Deadline’s story.
Yet another streaming service
In my opinion, a Chick-fil-A service might be successful if it’s mostly cheap older acquired family-friendly content (say, “Lassie” reruns) and a free ad-supported streaming service, like the various secondary ones available on Roku. Otherwise, at this point, people are tapped out on paying more for streaming services, given constant price hikes. Adding a new secondary service to viewers’ existing monthly bills is a hard sell.
Also, I don’t see what a Chick-fil-A service would offer that isn’t already covered by Disney+, the king of family-friendly entertainment. Though that brings up a possible angle for the fast food chain’s service: appealing to conservative viewers annoyed about Disney+ being “woke” (read: featuring LGBTQ people in programming). Chick-fil-A’s infamous for its support of anti-LGBTQ policies, so presumably their streaming service will be free of “the gays.”
Possible model: Great American Family?
That said, the track record for appealing to “anti-woke” viewers as an alternative to an existing popular media service isn’t the best. One example: Hallmark Channel and Great American Family. Hallmark, of course, is one of the few cable channels that’s still pulling in viewers, thanks to its popular made-for-TV romantic comedies (often themed around Christmas).
Recently, however, Hallmark’s started diversifying its films. They’ve been featuring more people of color in starring roles, as well as gay and lesbian characters in supporting roles… or even the star of a few movies, such as “The Christmas House” films. This apparently irritated some staff at Hallmark, who left the company to help start up a rival channel, Great American Family. A rebranded country music channel, GAF formally launched in 2021, with plans to offer “family friendly” programming and an appeal to “soft faith based” programming (read: don’t expect any gay characters on Great American Family).
So far, however, Great American Family hasn’t been burning up the viewing charts. Apparently Hallmark viewers aren’t turned off by the greeting card giant’s increased diversity efforts. (I note Hallmark sells lines of cards aimed at people of color and LGBTQ folk.) Despite Great American Family showing an increase in viewership, Hallmark’s still beating GAF like a drum. As of the end of 2023, Hallmark’s primetime viewership out of all TV networks ranked #12, with an average of 929,000 viewers (down 10% from 2022); GAF came in at #77, with an average of 139,000 viewers (up 76% from 2022). Ironically, Hallmark’s also relaunching their old streaming service, now called (what else?) “Hallmark+.”
Conclusion
Overall, Chick-fil-A has a pretty uphill climb, when even their most dedicated customers will still favor paying for Disney+ for their kids. Competing against “Frozen” and “Descendants” isn’t going to be easy, especially if the chicken sandwich chain’s service isn’t free.