What Happened to Variety Shows?
Variety shows used to be a television staple around the world. With their diverse mix of entertainment, from comedy sketches and games to music performances and celebrity appearances, they’re designed to appeal to audiences of all ages. But today, the genre is almost extinct in the United States, with only a few surviving shows like Saturday Night Live (SNL). Interestingly, they continue to be a significant part of TV programming in many Asian countries, with current shows like South Korea’s Running Man and the Philippines’ It's Showtime sustaining popularity. So why do variety shows continue to thrive in Asia, while the format is practically dead in Western TV?
Variety shows were largely popular in the U.S. from the 1950s to the 1970s, with iconic shows like Cher (CBS), The Brady Bunch Hour (ABC), and The Carol Burnett Show (CBS). These shows catered to all ages, making them perfect for family viewing in an era when most households only had one TV set. ABC, CBS, and NBC, also known as the Big Three, were the only major TV channels at the time, so this meant that most of the prime-time viewing audience was tuning into one of these three channels. To secure the highest ratings, TV networks needed to reach the largest possible audience, and variety shows were perfect for the job since they offered something for everyone in the family.
Variety shows were also instrumental when it came to introducing the country to new talent. For instance, The Ed Sullivan Show played an important role in launching the careers of musical legends like The Beatles and Elvis Presley. When The Beatles made their American TV debut on the show in 1964, a record-breaking 73 million people tuned in. It was the catalyst that sparked the “Beatlemania” phenomenon and marked the beginning of the British Invasion in American music. The same was true for Elvis. Even though he’d already been on TV before, his debut on The Ed Sullivan Show was a defining moment in pop culture history. His first appearance on the show drew an estimated 60 million viewers, representing over 80% of all television viewers in the U.S. at the time.
But despite how popular variety shows were during this time, they were practically abandoned by the late 1970s. Of all these shows, only SNL, which debuted in 1975, remains on the air today, making it the longest-running sketch variety show in American television history. Much of why variety shows died out can be attributed to the rise of cable TV, which has led to changing tastes and a fragmented television audience. As more households installed cable, channel options expanded from just 3 to 50 since cable began offering specialized channels for specific audiences like children (Nickelodeon), sports fans (ESPN), movie enthusiasts (HBO and Showtime), women (Lifetime), news watchers (CNN), and many more. By the end of the 1970s, other genres emerged, and variety shows lost their broad appeal.
But variety shows continue to be a staple in many Asian countries, particularly in the Philippines. There, they dominate the noontime slot across the nation’s major TV networks, such as TiktoClock (GMA), It’s Showtime (ABS-CBN) and Eat Bulaga! (TV5), which air on all weekdays. Their continued presence is largely due to the consistent noontime airing. In the Philippines, the noontime slot has historically been reserved for variety shows across all major TV channels. Since they air during the lunch hour, variety shows have become a regular component of people's lunch breaks on a typical workday, helping maintain a loyal audience through viewing habits.
In contrast, SNL’s once-a-week schedule creates a different kind of viewer attachment. As the name implies, it airs only on Saturday nights, building anticipation throughout the week. When compared to the daily schedule of Philippine variety shows, SNL’s infrequency prevents audiences from getting “spoiled” by constant broadcasts. As the saying goes, "Absence makes the heart grow fonder," and while the relationship between SNL and American audiences might not be one of romantic longing, the saying rings true as viewers wait for the show’s weekly return. Despite their differences, SNL and Philippine noontime variety shows both thrive on the idea of being a regular part of people's lives.
Another thing they both have in common is the sense of nostalgia they provide. SNL has been on the air for half a decade, and many viewers tune in not only for the fresh content but also for the nostalgia it evokes. For those who have watched it since childhood, the show has become a tradition. Similarly, Philippine noontime variety shows have become a cultural institution, with audiences growing up watching them and refusing to stop. “Old habits die hard,” after all.
In the current era of streaming and social media, however, TV is not as central to our daily lives as it used to be. But SNL, for instance, has adapted by embracing digital platforms like YouTube and social media. You’ll notice that on Sundays, your Instagram feed will probably be full of talk about the SNL show the night before. You’ll even find entire SNL sketches not only on YouTube but on Instagram reels as well, a great way to maintain relevance and stay on the radar of younger audiences. But the real question is: how much longer will these shows last? It’ll probably come down to how quickly viewing preferences change or these shows’ ability to adapt while maintaining that core appeal: Bringing people together through a mix of humor, music, and entertainment.
