Oscars Ratings Suggest Awards Shows Are Not Long for TV

Why it is the topic trending:

The topic is trending because the recent Oscars ratings data reveals a stall in viewership growth after several years of increase, despite promising gains in younger demographics attributed to livestreaming. This raises questions about the future of awards shows on television and whether online platforms are the way forward, especially for reaching younger audiences.

The article analyzes the viewership numbers for the 97th Academy Awards, noting that while there was a slight increase in total viewers compared to the previous year, the growth has plateaued and remains significantly below pre-pandemic levels. Despite this stagnation in overall viewership, the Oscars saw a notable rise in ratings among younger demographics (18-49 and 18-39), likely due to the introduction of livestreaming. The article compares the Oscars’ performance to that of the Golden Globes and Grammy Awards, which also experienced plateauing or declining ratings despite being well-received. The piece discusses the implications of these trends for the future of awards shows on television, suggesting a potential shift towards online-only formats.

• The 97th Academy Awards drew 19.7 million viewers across ABC and Hulu livestream, a 1% increase from 2024 but a stall in growth.

• Oscars viewership is 17% below 2020 levels (23.6 million) and 43% below 2016 levels (34.4 million).

• Golden Globes viewership decreased by 2% to 9.3 million, down 50% from 2016.

• Grammy Awards viewership decreased by 9% to 15.4 million, down 38% from 2016.

• Oscars 18-49 demo rating increased 19% to 4.54, the highest since 2020.

• Oscars saw a five-year ratings high of 3.17 among adults 18-39.

• Livestreaming on Hulu is credited for younger demographic gains at the Oscars.

Awards shows, including the Oscars, are facing challenges in maintaining and growing television viewership, with overall numbers plateauing and remaining significantly below pre-pandemic levels. However, livestreaming is proving effective in attracting younger audiences, suggesting a potential future for awards shows online.

Plateauing Peaks, Digital Promise:  Awards show viewership on traditional TV is plateauing, but there’s a promising shift towards younger audiences engaging through digital platforms, particularly livestreaming.

Description of the trend (please name it):

The Crossroads of the Ceremony: This trend describes the precarious position of awards shows. While they are still producing high-quality, entertaining content and even seeing creative improvements, their traditional television audience reach is no longer growing and is far below previous highs. Concurrently, there is a nascent but significant trend of younger viewers engaging through livestreaming, indicating a potential pathway for future growth and relevance, albeit outside of traditional broadcast television. Awards shows are at a crossroads, needing to decide how to best leverage digital engagement to offset declining linear TV viewership.

What is consumer motivation:

Consumer motivation is shifting. While the prestige and cultural event status of awards shows may still hold appeal, especially for older demographics, younger audiences are motivated by different factors:

• Convenience and Accessibility: Livestreaming offers easier access than traditional TV.

• Specific Interests:  Younger viewers may tune in to see particular celebrities, performances, or nominees they are invested in (e.g., Timothée Chalamet, Conan O’Brien, specific films/artists popular online).

• Digital Consumption Habits:  Younger generations are accustomed to consuming content online and may naturally gravitate towards livestreamed events.

• Shrinking Linear TV Audiences:  Overall TV viewership is declining as audiences shift to streaming and on-demand content.

• Cord-Cutting: Younger demographics are less likely to have traditional cable TV subscriptions.

• Digital Natives: Gen Z and Millennials are digital natives, more comfortable and accustomed to online content consumption.

• Livestreaming Technology:  Improved livestreaming technology makes online viewing a viable and appealing option for live events.

What is motivation beyond the trend:

Beyond the immediate drivers, the underlying motivation reflects a larger generational shift in media consumption habits. Younger audiences are less tethered to traditional broadcast schedules and prefer on-demand, easily accessible content. They value convenience and are comfortable consuming events and entertainment through digital platforms. There is also a potential element of social media engagement; livestreaming aligns with real-time online discussions and reactions, which are a significant part of the awards show experience for younger viewers.

Description of consumers article is referring to (what is their age?, what is their gender? What is their income? What is their lifestyle):

The article refers to two primary consumer groups:

1. Traditional TV Viewers (Declining):

   • Age:  Likely older demographics, potentially Gen X, Baby Boomers, and older Millennials who still maintain traditional cable or broadcast TV subscriptions.

   • Gender: Not specified, likely a mix of genders.

   • Income: Not explicitly stated, but likely a range of income levels, though potentially skewed towards demographics who established TV viewing habits before the rise of streaming.

   • Lifestyle:  Habitual TV viewers, potentially less digitally native, and accustomed to traditional broadcast schedules for live events.

2. Digital/Livestream Viewers (Growing):

   • Age: Primarily younger demographics, specifically Gen Z and younger Millennials (18-49, and even more specifically 18-39), who are comfortable with online content.

   • Gender: Not specified, likely a mix of genders.

   • Income: Not explicitly stated, but potentially a wider range of income levels, as livestreaming is generally more accessible and may appeal to cost-conscious younger viewers.

   • Lifestyle: Digitally native, accustomed to on-demand and online content, likely “cord-cutters” or “cord-nevers,” and comfortable consuming live events through digital platforms.

The article concludes that awards shows are at a critical juncture. Traditional TV viewership is plateauing, suggesting the format may have reached its limit in the current media landscape. However, the strong performance among younger demographics via livestreaming offers a glimmer of hope and a potential path forward. The future of awards shows likely lies in embracing digital platforms to reach and engage younger audiences, even if it means moving away from traditional television broadcasts.

• Shift Advertising Focus: Brands advertising during awards shows may need to re-evaluate their strategies. While traditional TV ads still reach a significant audience, they may need to allocate more resources to digital platforms to target younger demographics effectively.

• Explore Digital Sponsorships:  Brands should explore sponsorship opportunities within livestreaming platforms and related digital content surrounding awards shows to reach younger viewers where they are.

• Targeted Digital Advertising:  Utilize targeted digital advertising around awards show livestreams and related online conversations to reach specific demographics interested in the event.

• Measure Digital ROI:  Brands need to develop metrics to effectively measure the return on investment for digital advertising and sponsorships related to awards shows.

• Evolution of Shared Cultural Events:  The way society experiences shared cultural events like awards shows is evolving, moving away from synchronous, mass-broadcast TV viewing towards more fragmented, personalized, and digitally mediated consumption.

• Democratization of Access: Livestreaming can potentially democratize access to events like the Oscars, making them accessible to a wider audience beyond those with traditional TV subscriptions.

• Potential Loss of Broad Reach for Award Shows on TV: If awards shows move primarily online, they may lose some of their broad, shared cultural impact that came with mass TV viewership, potentially becoming more niche events catering to specific demographics.

Implications for consumers:

• More Viewing Options: Consumers will have more choices in how they watch awards shows, with both traditional TV broadcasts and livestreaming options available.

• Increased Accessibility for Digital Natives:  Livestreaming makes awards shows more accessible and convenient for younger, digitally native consumers.

• Potential for More Interactive Experiences:  Digital platforms offer opportunities for more interactive viewing experiences, such as live chats, social media integration, and behind-the-scenes content.

• Possible Shift in Content and Format:  Awards shows may adapt their content and format to better suit digital consumption habits and younger audience preferences, potentially becoming shorter, more dynamic, and more digitally focused.

• Awards Shows Moving Online:  The trend suggests a potential future where major awards shows may transition entirely or primarily to online platforms, abandoning traditional TV broadcasts altogether.

• Focus on Digital Engagement: The success of future awards shows will likely be measured by their digital engagement, including livestream viewership, social media buzz, and online reach, rather than solely traditional TV ratings.

• Experimentation with Formats:  Awards show producers may experiment with formats and content tailored specifically for digital platforms to optimize engagement and attract younger audiences.

• Uncertainty for Traditional TV Broadcasts:  The future of awards shows on traditional television is uncertain, with declining or plateauing viewership suggesting a potential decline in their importance as broadcast events.

Consumer Trend (name, detailed description):

• Name: “The Streamed Ceremony”

• Detailed Description:  Consumers, especially younger demographics, are increasingly preferring to watch awards shows via livestreaming rather than traditional television broadcasts. This trend is driven by the convenience, accessibility, and digital natives’ habits of online content consumption. It reflects a broader shift towards consuming live events and entertainment through digital platforms.

Consumer Sub Trend (name, detailed description):

• Name: “Demo-Driven Digital Engagement”

• Detailed Description:  While overall awards show viewership may be plateauing, digital platforms, particularly livestreaming, are proving effective in engaging specific demographics, especially younger audiences (18-49 and 18-39). This sub-trend highlights the power of digital platforms to reach and cater to specific demographic groups, even as traditional mass-market reach declines.

Big Social Trend (name, detailed description):

• Name: “The Fragmentation of Spectacle”

• Detailed Description:  Large, shared cultural spectacles, like awards shows on traditional TV, are becoming fragmented as audiences disperse across numerous digital platforms and viewing habits become more individualized. The era of mass, synchronous viewership for these events is waning, replaced by a more fragmented landscape where different demographics engage in different ways, often through digital channels.

Worldwide Social Trend (name, detailed description):

• Name: “Digital-First Entertainment Consumption”

• Detailed Description:  Globally, entertainment consumption is increasingly becoming “digital-first,” with audiences prioritizing online platforms for movies, TV shows, live events, and other forms of entertainment. This trend is driven by internet penetration, the proliferation of streaming services, and the changing media habits of younger generations who have grown up in a digital world.

Social Drive (name, detailed description):

• Name: “Convenience and Customization Culture”

• Detailed Description:  Modern society is increasingly driven by a culture of convenience and customization. Consumers demand entertainment that is easily accessible, fits into their schedules, and can be tailored to their individual preferences. Livestreaming and digital platforms cater to this drive by offering on-demand access, personalized viewing experiences, and content tailored to specific interests.

Learnings for brands to use in 2025:

• Prioritize Digital Reach: For awards show advertising, prioritize digital platforms and livestream sponsorships to reach younger, growing audiences.

• Targeted Digital Campaigns: Develop targeted digital advertising campaigns aimed at specific demographics interested in awards shows, leveraging social media and online video platforms.

• Embrace Hybrid Marketing:  Integrate digital and traditional TV advertising strategies, but allocate a greater share of budget to digital to reflect audience shifts.

• Measure Digital Engagement:  Track and analyze digital engagement metrics (livestream views, social media activity, online reach) to assess ROI and optimize digital marketing efforts.

• Experiment with Interactive Digital Content: Explore interactive digital content and experiences around awards shows to enhance audience engagement and create buzz online.

Strategy Recommendations for brands to follow in 2025:

1. Increase Digital Ad Spend for Awards Shows: Shift a larger portion of advertising budgets from traditional TV spots to digital platforms, specifically targeting livestreaming events and related online content.

2. Sponsor Livestreaming and Digital Coverage:  Secure sponsorships of awards show livestreams and digital pre- and post-show coverage to gain prominent placement and reach digital-first viewers.

3. Develop Interactive Digital Campaigns: Create interactive digital campaigns around awards shows, such as social media contests, live Q&As with celebrities, or virtual viewing parties to drive engagement and brand visibility.

4. Targeted Demographic Advertising Online:  Utilize demographic targeting on digital platforms to reach specific audience segments interested in awards shows, tailoring ad creative and messaging to resonate with younger viewers.

5. Partner with Digital Influencers: Collaborate with relevant digital influencers and content creators to promote awards show sponsorships and digital campaigns to their followers, leveraging influencer reach and credibility.

6. Measure and Optimize Digital Performance: Implement robust analytics to track the performance of digital campaigns, measuring metrics like livestream views, website traffic, social media engagement, and brand mentions, and optimize strategies based on data-driven insights.

Final sentence (key concept) describing main trend from article (which is a summary of all trends specified):

Awards shows are navigating a transition from television dominance to a digitally driven future, where livestreaming and online engagement are crucial for reaching younger audiences despite plateauing traditional TV viewership.

What brands & companies should do in 2025 to benefit from trend and how to do it:

In 2025, brands and companies should capitalize on the shift towards digital consumption of awards shows by aggressively pursuing digital advertising and sponsorship opportunities, focusing on livestreaming platforms and targeted online campaigns to engage younger demographics, and by creating interactive digital experiences that enhance audience participation and brand visibility. This can be achieved through increased digital ad spending, livestream sponsorships, influencer collaborations, and data-driven optimization of digital marketing efforts.

The future of awards shows, and their advertising ecosystem, lies in the digital realm. Brands that recognize and adapt to the shift towards digital consumption, prioritizing online engagement and targeted digital marketing strategies, will be best positioned to benefit from the evolving landscape of awards show viewership in 2025 and beyond.