In their official celebrations for Pride Month, the Nickelodeon network has decided to make noticeably outspoken pieces of media in relation to their LGBTQ+ activism.
Recent reporting suggests that if the Viacom-owned channel is trying to get “woke” for the sake of ratings, the plan isn’t working.
The "Meaning of Pride" video uploaded to the Nickelodeon YouTube channel on June 5th doesn’t even allow for ratings. A commonplace feature on the site that is active for other recent videos in the Nickelodeon catalog.
It wasn’t the first time the network brought out drag queen Nina West. Back at the end of May, the Blue’s Clues program decided to have a pride parade that went as far as showcasing cartoon animals that underwent sex change procedures.
A decision that brought the video a staggering 88,000 dislikes.
But the social media behavior of the Nickelodeon brand indicates the company is fully on board with their current political posturing.
It gets better every time we watch it ??
— Nickelodeon (@Nickelodeon) June 10, 2021
According to a site called Pirates & Princesses, the ratings for the Nickelodeon are stagnating.
"Since July of 2017, Nickelodeon’s viewership has dropped from 1.3 million average viewers per week to a June of 2021 average of only 372,000. In only four years, Nickelodeon has dropped more than two thirds of its audience. That is catastrophically bad for the cable channel, but with cable on the way out, maybe it’s not so bad? The catch here is that it is, in fact, that bad and perhaps worse, simply because Nickelodeon seems to be the primary driving force behind new subscribers to Paramount+."
To put it another way: the streaming wars has Paramount heavily leaning on Nickelodeon to develop their brand identity. Services like Netflix, Disney+, and Amazon are at the head of the pack because they’ve managed to deliver on content.
That’s something that Nickelodeon is currently trying to do. But for them that means making Spongebob spin-offs, and resurrecting the likes of iCarly and the Rugrats. In the case of the latter, the network plans to bank on identity politics even further by retconning one of the parents as a lesbian (despite having a husband in the original series).
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