Family-Friendly And Uplifting Content Continues To Rise Post-Pandemic

Wholesome, unobjectionable, uplifting entertainment that the family can enjoy together and will leave you feeling good. This is nothing new, of course, just as the definition of families continues to evolve. But post-pandemic the emphasis on positive storytelling is trending upwards, which in this era of streaming is finding a new window of opportunity.

“Once upon a time, there was a certain perception of how a family should look on the small screen. It was the ideal family, in ideal situations with ideal conclusions, such as classics like Leave it to Beaver, The Brady Bunch, Full House, The Simpsons and numerous others,” noted Mike Tankel, partner/optimist at the marketing and development firm To Be Continued. “Nowadays, family friendly has gone from the ‘ideal’ families to the ‘for real’ families, giving us real world problems and real-world situations, but not as many real-world solutions.”

“They are more reflective of our current challenges and bring a new kind of dialogue with families, one in which everyone now has a voice,” he added.

Family-friendly, no doubt, is one of the themes of original content consumers have been enjoying since the inception of television, and one that has benefited feel-good brands like UP Entertainment, Hallmark Channel and GAC Family. Even Max, the rebranding of HBO Max (effective on May 23), now plans to include more family-friendly content to lower the rate at which subscribers are canceling its streaming service.

“The more people that use it in the family, the more engaged people are, the broader the offering, the lower the churn,” noted David Zaslav in a call to investors and analysts regarding the company’s first-quarter earnings.

The basic plan for the rebranded Max is to offer more programs that appeal to families, which following the pandemic continues to rise in prominence across the media landscapes (with streaming now recognizing its value). According to a study in 2022 focused on family co-viewing among streaming audiences by advertising video on-demand platform Future Today, co-viewing of family-friendly streaming content increased substantially amid COVID-19 and shows no signs of slowing down anytime soon.

“Obviously, we went through an extremely rough patch in our lives during the pandemic. As a result, we did not necessarily want to hear any more bad news or watch anything of a crime or violent nature,” noted Vikrant Mathur, Co-Founder, Future Today. “Overall, this brand of programming, in general, is pleasant, is positive and is uplifting. It cheers you up, and it brings families together.”

“As a parent, it gives you an opportunity to connect with your family,” he added. “And content of this nature is a way for all people to bond together.”

Families Are Consuming More Content Together

Based on the survey by Future Today, and following the pandemic, 94 percent of parents said that they have been co-viewing more family-friendly streaming content in the last 12 months. And 86 percent responded that they plan to watch more content together with their families, which reduces the perception, perhaps, that family co-viewing was a pandemic only occurrence.

For a brand like UP Entertainment, the addition of the two new subscription streaming services GaitherTV+ and aspireTV+ (which join the million plus subscriber service UP Faith & Family) offers additional programming for everyone in the family whenever and wherever they consume content.

“I started UP as a purpose-driven entertainment company; one that has always been uplifting,” noted Charley Humbard, Founder and CEO, UP Entertainment. “We launched with UPtv in 2004 and have now grown to two linear channels, two FAST (free ad-supported streaming television) channels, and three streaming services all serving passionate audience groups. Everyone from those seeking movies and series to lifestyle enthusiasts to Gospel Music lovers, and more. In times like these with life’s ups and downs, our content is a trusted go-to for families seeking light in a dark television landscape.”

Partnered with the Hall of Fame gospel music artist Bill Gaither, GaitherTV+ offers streaming access to Gaither’s library of concerts and specials, new performances and shows, and behind-the-scenes interviews. Subscribers can also stream family and holiday-themed movies, cooking and design shows, kids’ favorites, music specials, comedies and more.

“Gaither is a beloved brand and is perfect for a commercial-free streaming experience,” said Humbard.

“We have worked alongside the folks at UP Entertainment for years and have been able to share our programming far and wide through the work that they do,” noted Bill Gaither in a statement. “The ways in which people experience our shows and performances through television continue to change and grow; and UP is a leader in presenting family-friendly entertainment with relevant, engaging platforms to households everywhere.”

Slated to launch in fourth quarter, aspireTV+ is planned as a streaming destination for Black culture and urban lifestyle.

“Our research continues to show that the Black and urban television audience loves lifestyle content, but rarely sees themselves represented on screen,” said Humbard. “We set out to create a destination where these viewers could watch their favorite genres (cooking, travel, fashion, design, etc.) with the producers and hosts authentically reflecting the culture. This is a key feature that will set aspireTV+ apart from others.”

Also featured on aspireTV+ will be a library of movies, series, independent films, documentaries and more that highlight the stories and experiences of the African American audience.

Upcoming from UP Entertainment

With a continued focus on movies, UPtv is currently in production on the original title Country Hearts, with wrestling legend Chris Jericho. It debuts this fall, with the sequel Country Hearts Christmas greenlit for the Christmas season.

On the regularly scheduled series front on UP Faith & Family is scripted drama Loves Comes Softly, a modern-day Little House on the Prairie of sorts based on the series of the books by Janette Oke and the series of initial movies on Hallmark Channel. Thirteen episodes have been ordered.

Season 16 of the veteran drama Heartland, meanwhile, will launch on UP Faith & Family on Thursday, June 1. One new episode will be added weekly and will be the only place fans can stream the newest season in the U.S. until 2024.

“I think the success of Heartland has broadened in the past couple of years,” noted Michelle Morgan, who plays Samantha Louise “Lou” Fleming Morris. “I have heard accounts of people who were leery of the news, particularly during the pandemic, or anything of a violent nature. We are a multi-generational family that families can watch together.”

By season end, Heartland will be just one episode short of 250.

“Family-friendly content never left; I just think people are putting more money into productions of it,” said Humbard.” Hollywood is eaten up with making these edgy R-rated movies, but they are not the ones bringing in the big dollars right now. With COVID, we saw a resurgence of the family brand. People wanted their comfort food, they wanted hope in society and human kindness, and they continue to seek the positive.”

“If you look back historically at what some of the most profitable entertainment franchises were — television, movies, in particular — there was never any shortage of content that the entire family could watch and enjoy together whether they liked it or not,” noted Mike Tankel. “That is not about to change anytime soon.”