How Reality TV is Fueling the Collectibles Market

TV Shows Driving Up Demand, And Prices

Reality TV Shows Bringing In New Collectors

New York - It would seem that reality television has a knack for turning ordinary objects into extraordinary investments. 

​With the rise of streaming platforms, interest in collectibles - whether sports memorabilia, vintage toys, or rare antiques - has seen a remarkable resurgence recently. Shows like King of Collectibles: The Goldin Touch on Netflix, alongside other popular series such as Pawn Stars, Antiques Roadshow, and American Pickers, are not only drawing millions of viewers but also driving demand and prices in the real-world collectible market. Collectors and industry experts agree that these shows have increased awareness, pushing both avid collectors and new buyers to pay top dollar for items that might have once been gathering dust in attics. This newfound popularity is reshaping the antique and collectible marketplace, making it more accessible and lucrative than ever before. 

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$707,000 For Spiderman Comic

The Goldin Touch On Collectibles
King of Collectibles: The Goldin Touch, which premiered on Netflix, follows Ken Goldin, the CEO of Goldin Auctions, as he appraises and sells some of the world’s rarest sports memorabilia and pop culture items. The show provides a behind-the-scenes look at high-stakes deals, and with Netflix’s global reach, it has ignited a new wave of interest in the collectible market. According to Goldin himself, “People are realizing these collectibles aren’t just hobbies—they’re investments. Some items appreciate faster than stocks” (Netflix, 2023). This perspective has redefined how viewers perceive collectible items, leading to rising demand and, consequently, prices.

Goldin’s show has had a tangible effect on the sports memorabilia market in particular. In recent years, record-breaking sales—such as a game-worn Michael Jordan jersey selling for over $10 million—have become increasingly common. As industry expert David Kohler, founder of SCP Auctions, notes, “Shows like King of Collectibles drive people to believe they could be sitting on a fortune, making them more willing to pay a premium in hopes of future gains." This phenomenon isn’t limited to sports memorabilia; other categories, from vintage movie posters to rare comic books and vintage video games are also seeing rising interest and value. "The show has definitely increased curiosity in the collectibles market," says David Lee, owner of Pixel Playground Retro Games. "People are realizing that these items aren't just toys or memorabilia; they're valuable assets."

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Shows Can Quickly Drive Up Value

Creating “Must-Have” Items
The visibility of collectibles on television has transformed certain items into “must-haves.” Shows like Pawn Stars and Antiques Roadshow have helped broaden the appeal of items that might not have previously commanded such attention. When a rare artifact is highlighted on these shows, demand for similar items often spikes, as seen with antique firearms and rare coins. For instance, Antiques Roadshow once appraised an 1820s Kentucky rifle valued at over $100,000, sparking new interest in antique guns among collectors. “TV shows add an element of storytelling to these objects, and that draws in people who may not have been interested otherwise,” says Leila Dunbar, a veteran appraiser from Antiques Roadshow.

Similarly, vintage toys have gained new fans as well, thanks to American Pickers, a show where collectors search for hidden treasures across the U.S. Following an episode that featured an old Coca-Cola sign, similar signs saw an almost immediate uptick in value on eBay. Mike Wolfe, one of the show’s hosts, explained, “It’s about nostalgia - viewers see items they grew up with, and they want to own a piece of their past."

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Items Become Collectible By "Association"

A Trend Influenced By Pop Culture
In addition to shows that focus explicitly on collectibles, streaming platforms have seen a boom in docuseries exploring pop culture artifacts. This trend has blurred the line between collectible and pop-culture memorabilia. For instance, a recent Stranger Things documentary on Netflix created a surge in demand for 1980s retro items, including vintage electronics and board games. After featuring a classic Polaroid camera in the show, the demand - and prices - of these cameras soared on online marketplaces like Etsy and eBay. Pop culture expert Jim Balsillie, from technology website The Verge, noted that, “Streaming platforms have made these items iconic by association. Anything shown on screen quickly becomes collectible.”

Driving Up Prices - And New Investors
As a result, many collectible items have transitioned from hobbies into serious investments. Industry data backs this up: the global collectibles market was valued at $412 billion in 2022 and is expected to reach $628 billion by 2028, according to Grand View Research's most recent market analysis. While established collectors often understand the nuanced value of items, new investors are entering the space in hopes of capitalizing on items that have been glamorized on screen. Ken Goldin remarks, “We’re seeing a new generation of buyers who view these collectibles as assets, similar to stocks or real estate.”​​​

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However, just like any asset, this surge in popularity has also led to some concerns. Some experts worry that the hype surrounding the collectibles boom could lead to a bubble, with prices driven up artificially. As with any investment, it's essential to do your research and avoid impulsive purchases. "The key to success in the collectibles market is to buy what you love and be patient," advises Michael Chen, owner of The Cardboard Crown game store. "Don't chase trends or invest in items you don't truly care about."
 
Despite these concerns, the future of the collectibles market looks bright, with the continued influence of reality-based TV shows reshaping the industry and bringing a new and diverse audience into the world of rare and unique items. For better or worse, this influx of attention - and money - is pushing prices up across the board. As collectors and dealers alike dive deeper into this market, it’s clear that the appeal of owning a piece of history or pop culture, particularly one that was just showcased on TV, isn’t just a passing trend. Instead, it’s helping to cement collectibles as both cherished artifacts and potentially significant investments for the future.

​- A.I.A. Staff Writers

NOTE: For readers seeking more information about the Asheford Institute Of Antiques distance-learning program on professional-level appraising, the study of antiques, collectibles, vintage and mid-century modern items, please click here to visit the school's Home Page. 

Should you have additional questions about the Asheford program, you can also write to the school at: [email protected] or call the Registrar's Office toll-free at: 1-877-444-4508.

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