Rick and Morty, the hit animated comedy series, owes much of its success to the hybrid distribution strategy used for the show, according to Michael Ouweleen, the president of Cartoon Network, Adult Swim, Boomerang, and Discovery Kids.
“If we were launching Rick & Morty today, on any one platform, I don’t know that we could make it a hit. The benefit that we’ve had is, we can use linear and use Max over seasons to build a fandom,” he said in a recent interview
Ouweleen also talked about the challenges of launching a new hit show in the current streaming landscape, and he admitted that he wasn’t sure if Rick and Morty would be as successful if it were launched today.
He explained that while platforms like Amazon Prime and Netflix only use digital distribution methods, the unique mix of linear television and digital streaming at Warner Bros. Discovery (WBD) has helped shows from Adult Swim and Cartoon Network find their target demographics. “We’ve had titles that skew female on linear and skew male on streaming or vice-versa. It’s title-dependent and I can’t make heads or tails of it!”
Back in 2020, Hulu released demographic data for Rick and Morty, which showed that the audience was split 60/40 between male and female viewers. As for its age range, the show began hoarding the highly coveted 18-34-year-old demographic starting in season three, and it continues to grow each year. Much of its success is credited to its hybrid distribution and viral skits.
Ouweleen’s comments come after a challenging 2022 for Warner Bros. after their merger with Discovery. “We’re all feeling more possibility this year,” he said but admitted that “Last year was hard” for the media as a whole.
He sees a more settled operating environment taking shape in 2023. He said that he is feeling more possibility this year and that plans have been put in place to prioritize Cartoon Network and Adult Swim as part of the company’s strategy to smooth things out.
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As part of that strategy, Ouweleen is spearheading an expansion of Adult Swim programming by one hour a day, starting nightly at 7 p.m. as of May 1. This move will give viewers even more opportunities to watch popular shows like Rick and Morty, which has enjoyed a full-blown renaissance thanks to the series.
Ouweleen’s comments about the challenges of launching a new hit show in today’s streaming landscape highlight the importance of a hybrid distribution strategy. Rick and Morty’s success is a testament to the effectiveness of this approach, and the expansion of Adult Swim programming will give viewers even more opportunities to enjoy this popular series.
While fans wait for the sixth season of Rick and Morty to be available on Hulu, here’s how you can watch the previous seasons on Hulu outside USA.
