Great American Media's Holiday Strategy: Faith, Family, and National TV

WASHINGTON, D.C. – December 02, 2025 – As the holiday season approaches, Great American Media is making a significant strategic move, securing the exclusive broadcast rights for the 103rd National Christmas Tree Lighting. The star-studded ceremony, a cherished American tradition, will premiere on its flagship linear network, Great American Family, on December 5, with subsequent streaming on Great American Pure Flix. While the event itself is a symbol of national unity and festive spirit, for the rapidly growing media company, it represents a calculated play to capture and consolidate the lucrative faith and family entertainment market.

This marks the third time CEO Bill Abbott has been instrumental in bringing the ceremony to a national television audience, but it's the first time he's done so under the banner of the company he founded in 2021. The move is more than just a primetime programming decision; it's a cornerstone of the company’s ambitious strategy to become the definitive leader in a specialized, yet burgeoning, media landscape.

A Strategic Broadcast in a Competitive Market

Great American Media's acquisition of the broadcast rights is a powerful statement in the increasingly competitive streaming wars. The faith-based media market, valued at an estimated $2 billion in 2025, is experiencing robust expansion, driven by consumer demand for value-aligned content and the widespread adoption of streaming platforms. By positioning itself at the heart of a major national tradition, the company reinforces its brand identity centered on “faith, family, and country” and creates a powerful marketing anchor during the crucial holiday viewing season.

This strategy was significantly bolstered by the May 2023 merger with Sony Pictures Television's faith-based service, Pure Flix. The deal, which brought Pure Flix's reported 1 million subscribers under the Great American Media umbrella, was designed to achieve greater scale and combine similar content libraries. With an estimated annual revenue of $35 million as of September 2025, the combined Great American Pure Flix entity is a formidable player. Broadcasting a high-profile, exclusive event like the National Christmas Tree Lighting serves as a critical tool for cross-promotion, driving viewers from the linear Great American Family channel to its subscription-based streaming counterparts, Great American Pure Flix and GFam+.

In a moderately concentrated but highly fragmented market with competitors like TBN and CBN Family, such exclusive content is a key differentiator. It allows the network to offer its audience a unique, shared cultural experience that competitors cannot easily replicate, fostering brand loyalty that extends beyond a single movie or series.

Bill Abbott's Enduring Connection to Tradition

The broadcast is not just a corporate maneuver; it's also the continuation of a personal mission for CEO Bill Abbott. His connection to the National Christmas Tree Lighting predates the founding of Great American Media. During his tenure as CEO of Crown Media Family Networks, he was instrumental in bringing the event to the Hallmark Channel, airing President Barack Obama's final ceremony in 2016 and President Donald Trump's first in 2017.

This history lends an air of authenticity and personal commitment to the broadcast. Abbott has framed his involvement as a long-held ambition, tying the event directly to his company's core mission. “From the moment we founded Great American Media, I hoped we'd have the chance to bring this tradition to our viewers,” Abbott stated in the company's announcement. “Our mission has always been to celebrate faith, family, and country, and this event captures all three. When the opportunity came, we were thrilled to say yes.”

By highlighting his past involvement across different political administrations, Abbott positions the broadcast not as a partisan affair, but as a unifying tradition that transcends politics—a message that resonates deeply with an audience seeking harmony and shared values, particularly during the holidays.

Consolidating the Faith-and-Family Audience

The strategic value of the National Christmas Tree Lighting lies in its perfect alignment with the values of Great American Media's target demographic. The audience for its platforms, particularly Great American Pure Flix, skews heavily female (approximately 68%) and is drawn to wholesome, inspirational, and family-centric entertainment. The themes of the Christmas ceremony—peace, hope, love, and faith—are a direct reflection of the content that this audience actively seeks.

Broadcasting the event does more than just attract viewers for a single evening; it builds a sense of community. It signals to its subscriber base that the network understands and shares their values. In an era of endless content choices, creating this deep-seated connection is vital for retention. The event serves as a cultural touchstone, allowing the brand to become synonymous with the very traditions its audience holds dear. This multi-platform strategy, making the event available on linear television, subscription streaming, and its GFam+ app, ensures the company can reach its audience wherever they are, maximizing engagement and reinforcing its ecosystem.

The 2025 ceremony itself is poised to be a significant television event, co-hosted by country music stars Gabby Barrett and Matthew West, who will also perform. The lineup features a diverse array of popular artists, including The Beach Boys, Brett Young, Jon Pardi, and Alana Springsteen, backed by The United States Navy Band Commodores Jazz Ensemble. This high production value and roster of well-known performers underscore the company's investment in providing premium content, further solidifying its reputation as a home for high-quality, family-friendly programming. The combination of a cherished national tradition with top-tier entertainment talent makes for a compelling package that is difficult for its target audience to ignore.