Duck Dynasty, once a cable powerhouse, has been bleeding viewers for the past few seasons, to the point where some say it may even get the axe.
The catalyst was the controversy involving Phil Robertson, the show’s patriarch who infamously disparaged homosexuals in a 2013 GQ interview.
That alone hasn't led to a decline of nearly two-thirds from the show's peak audience of 12 million viewers, however. Experts say it's just the life cycle of reality TV.
Jeffrey McCall, a media studies professor at DePauw University, says "shows based on unique or unusual people usually don’t have great staying power."
"Once viewers have seen the personalities and their lifestyles, audiences tend to move along… Duck Dynasty already beat the odds by getting to Season 6.”
Other industry insiders say the show’s marketability has been able to save it from cancelation before, and may continue to do so for awhile longer.
Moreover, the network airing it says Season 7 is already in the can.
“It’s a strong, strong franchise and will continue for a number of years,” said David McKillop, executive vice president and general manager of A&E, said.
Forbes estimated that Duck Dynasty was worth about $400 million to A&E just in merchandising, and HEY, two-thirds of 12 million viewers is still a robust four.
Even if the Robertsons can't amass an empire of reality shows like E! has thanks to Keeping Up With the Kardashians, it'll go down as enormously successful.
After all, seven seasons is still worth quacking about.