The Enduring Popularity of ‘Shark Week,’ Discovery’s Secret Ratings Weapon

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During the heart of summer, when the temperature soars nationwide, it’s a common sight that numerous televisions throughout the country have been tuned into… educational shows? (for over 3 decades)

Correct, it’s Shark Week on the Discovery Channel! This is an enormous annual television event that will showcase 20 new original programs all about sharks this year.

You’re right, we’re in the middle of Shark Week on the Discovery Channel. It’s a big deal and this year they have planned 20 brand-new shows focusing on sharks.

Given the unprecedented growth it’s experiencing, one might wonder how Shark Week has managed to thrive amidst the turbulence of cord-cutting and the continuous streaming wars, ultimately transforming into a ratings powerhouse and the longest-running cable television event in existence?

Over a decade since the initial release of Steven Spielberg’s “Jaws” (following the sequel “Jaws: The Revenge”), Discovery Channel made an effort to educate and promote shark conservation as “Shark Week” gained popularity on TV. The inaugural Shark Week comprised 10 episodes featuring shows like “Caged in Fear”, “Sharks: Predators or Prey”, “The Shark Takes a Siesta”, and “Sharks of a Different Color”.

Currently, the pressure is greater and expenses have risen significantly, with intense re-enactments, star-studded specials, and exhilarating footage being featured. This shift, according to critics of the annual TV event, has caused a departure from its original focus on science education. As Shark Week maintains its popularity and Discovery aims to surpass the 25 million viewers who watched last summer, the debate arises as to whether the boundary between education and entertainment has vanished beneath the waves.

Despite facing criticism from some quarters, those responsible for it are overjoyed by the success they’ve achieved.

Shark Week persists as a cultural sensation, merging thrilling narratives with modern scientific explorations,” stated Howard Lee, chief creative officer of U.S. Networks and president of Discovery Network, during a press conference prior to its upcoming premiere on Sunday (July 20 – 26). What makes it unique is the raw excitement and curiosity that our teams experience when bringing it to fruition. Each year, we venture into unexplored territories, uncovering fresh tales, testing creative boundaries, and marveling at the astonishing realm of sharks with renewed vigor. This time around, the sharks are not just lurking; they’re performing a dance.

Lee mentions what could potentially be the grandest event in Shark Week’s history: a dance contest titled “Dancing With Sharks”, hosted by Tom Bergeron. In this underwater spectacle, five divers who have been trained by renowned underwater choreographers will perform dances with their shark partners. The competition is judged in a reality show-style format. The entertainment factor is strong, although the educational aspect may not be as compelling.

Over the years, certain critics have criticized this event for its questionable tactics, such as promoting junk science and relying on wild theories instead of solid data. The use of fictional documentary-style storytelling, which often involves creating scenarios for the show’s cast, has been a point of contention, leading to the production of subpar episodes that many viewers feel have harmed the program’s reputation. Additionally, the controversy surrounding Michael Phelps’ televised race against a computer-generated great white shark didn’t help matters either.

Last week, Kendyl Berna, a documentary producer, marine biologist, and co-founder of Beyond the Reef, who stars on the exciting series “Black Mako of the Abyss,” one of this year’s top new shows, shared her thoughts in an interview with THR.

Though it may seem unconventional to some scientists and academics, our aim is twofold: to disseminate scientific knowledge about sharks and to inspire awe in viewers about these magnificent creatures, emphasizing their importance and the necessity for their protection,” she explained.

In this year’s Shark Week, there’s an excellent blend of educational value and entertainment – a winning combination! The show titled “How to Survive a Shark Attack” is particularly captivating. Its host, Paul de Gelder, who lost not just one but two limbs in a real-life encounter with a terrifying ocean predator, chooses to recreate that attack using live sharks. He imparts valuable knowledge on what viewers could do to save themselves if they found themselves in such a horrifying situation. It’s an hour of TV that’s thrilling, chilling, and cleverly informative – perfectly aligning with Shark Week’s core philosophy: educating while keeping viewers hooked by offering a close-up look at real sharks and simulated gore.

De Gelder finds sharks to be remarkably similar to unicorns in terms of their mystique,” he shared with THR during the discussion about Shark Week’s lasting appeal. “They’re creatures that we believe exist, yet we haven’t encountered them directly. In reality, they’re ancient relatives of dinosaurs… and amazingly, they’ve survived across various species and habitats. We’ve been taught to regard them as ferocious, mindless killers. However, despite these fears, we swim with them without being harmed. This contradicts the common belief that they should be hunted or wiped out – a notion which is definitely incorrect.

Over time, Discovery’s endeavor to bring shark content into American households has seen remarkable growth. The channel’s first foray into this field dates back to 1994 with a show hosted by Peter Benchley, the author of Jaws, attracting an impressive 30.8 million unique viewers. By 2000, hosts from other Discovery series were brought on board, and in 2015, the network introduced a “Shweekend” event featuring new programming. In 2023, Discovery claimed the top spot in primetime across key demographics. The following year, Shark Week capitalized on Discovery’s prominent position in the streaming wars, reaching a total of 25 million viewers across linear and streaming platforms – a 10% increase from 2023.

How do you generate a multi-platform cultural phenomenon like Shark Week? It all comes down to building excitement around nostalgic viewing, creating an impressive social media presence, and forging cross-brand collaborations. The social media teams were live-tweeting every night with thrilling shark cams, branded tie-ins, merchandise, and viewing parties (think Discovery’s “FinFest”). This strategy has solidified Shark Week’s status as a big event television. As reported by Digiday, it attracted 37% more new viewers to Discovery during Shark Week.

For the upcoming year, with 20 new shows, there’s a possibility that this year’s Shark Week could surpass its previous record-breaking viewership. Even if it doesn’t, the sharks of that special week will continue to swim in their usual habitats, perhaps practicing for next year’s event or challenging Discovery’s latest daredevil host.

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2025-07-22 17:55