According to Michael Ouweleen, president of Cartoon Network, Adult Swim, Boomerang, and Discovery Kids, the hit animated comedy series Rick and Morty owes a large portion of its success to the hybrid distribution strategy employed for the program.
"I don't think we could make Rick & Morty a smash if we launched it on just one platform right now," the author said. The advantage is that we can use Max over seasons and periods to grow a fanbase, he remarked in a recent interview.
In addition, Ouweleen discussed the difficulties of introducing a new hit show in the current streaming environment. He acknowledged that he wasn't sure if Rick and Morty would be as popular if it were introduced now.
The unusual combination of linear television and digital stream at Warner Bros. Discovery (WBD) has helped series from Adult Swim and Cartoon Network locate their target demographics, he said, whereas platforms like Amazon Prime and Netflix both only use digital distribution techniques. We've got titles that skew male on streaming and female on linear, or the other way around. I'm unable to understand it because it's title-dependent.
In 2020, Hulu published demographic information for Rick and Morty, revealing a 60/40 split of male and female viewers. Regarding its age range, the programme started snatching up the highly sought-after 18-34 age group in season three, and it has since been bigger and bigger every year. Its hybrid distribution and viral skits are attributed with a large portion of its success.
The comments made by Ouweleen follow a difficult 2022 for Warner Bros. following their merger with Discovery. Although he acknowledged that "Last year was challenging" for the media as a whole, he remarked, "This year, we're all sensing more possibility."
In 2023, he expects the emergence of a more stable operating environment. He stated that efforts have been made to highlight Cartoon Network and Adult Swim as part of the company's strategy to make things easier and that he is sensing greater possibility this year.
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As part of that plan, starting on May 1 at 7 p.m. every night, Ouweleen is leading an increase in the Adult Swim program by one hour every day. This change will provide viewers more chances to watch well-liked programmes like Rick and Morty, which has had a full-fledged rebirth as a result of the series.
The difficulties of launching a new hit programme in the current streaming environment, as discussed by Ouweleen, underline the value of a hybrid distribution strategy. The popularity of Rick and Morty is evidence of the efficacy of this strategy, and the extension of the Adult Swim program will provide fans more chances to enjoy this well-liked sitcom.
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