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etflix’s lifestyle section is rapidly morphing into a home‑and‑real‑estate hub that echoes HGTV’s classic format. Since 2018, the streaming giant has added a string of property‑focused series—“Stay Here,” “Selling Sunset,” “Selling the City,” “Selling the OC,” “Selling Tampa,” “Owning Manhattan,” and “Million Dollar Beach House”—turning the platform into a binge‑worthy destination for real‑estate drama.
As Netflix doubled down on this genre, HGTV has pulled back. Long‑running renovation shows such as “Bargain Block,” “Married to Real Estate,” and “Christina on the Coast” have been axed, and the network’s overall lineup has shrunk. Once the go‑to for home‑renovation content, HGTV now competes with a streaming service that offers the same themes in a binge‑friendly package.
The shift reflects changing viewer habits. Audiences increasingly favor streaming for the “comfort TV” that used to be cable’s domain. Nielsen data shows Netflix capturing 8–9 % of total TV viewership in 2025, making it one of the largest media distributors worldwide. In contrast, HGTV’s audience—measured by traditional cable ratings—has dwindled. In 2017, the channel averaged 1.5 million viewers; by 2024 that number had fallen to 773,000, and its average viewership in 2025 was just 503,000. The network also lost 26 % of viewers aged 18‑49, dropping from 425,000 in 2017 to 101,000 in 2024.
Cost is a major factor in HGTV’s decline. Renovation shows can cost upwards of $500,000 per episode, driven by rising material prices and logistical delays. One producer noted that wood flooring could arrive six weeks after production began, and contractors rarely stay on budget—making a 16‑week shoot far more labor‑intensive than a real‑estate show, which typically costs $200,000–$300,000 per episode and wraps in a shorter time frame.
Social media also erodes HGTV’s audience. DIY creators on TikTok, Instagram, and YouTube offer quick, affordable renovation tips that appeal to viewers who can’t afford a full‑scale makeover. Since mid‑2024, hosts of “Bargain Block,” “Married to Real Estate,” “Farmhouse Fixer,” and “Izzy Does It” have announced cancellations, underscoring the network’s struggle to retain viewers.
Netflix’s dominance is evident in its flagship series. “Selling Sunset” became the platform’s most‑watched show, and its spinoffs—“Selling the OC,” “Selling Tampa,” “Selling the City,” and “Owning Manhattan”—have expanded the brand into a mini‑franchise. The success of these programs has prompted Netflix to schedule additional real‑estate titles for 2026, further cementing its position as the new hub for property‑centric entertainment.
In short, Netflix’s aggressive expansion into home and real‑estate programming, combined with HGTV’s shrinking lineup, high production costs, and competition from social media, has shifted the balance of power. The streaming giant now occupies the space once dominated by HGTV, raising the question: is Netflix the new HGTV?
