Award show season kicks off Jan. 5 with the Golden Globes. But as these annual ceremonies approach, one thing is clear: traditional TV viewership is not what it used to be. Viral moments often eclipse the celebration, leaving organizers scrambling to stay relevant.
One notable example is the infamous slap involving Chris Rock and Will Smith at the 2022 Oscars. The clip, which dominated social media in the days and weeks after, racked up millions of views on YouTube. It even surpassed the total viewership of that year’s Oscars broadcast, highlighting how audiences often engage more with snippets online than with full shows.
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A glimmer of hope for ratings
Despite these challenges, there are signs of recovery. According to Variety, the 2023 Oscars drew more than 18 million viewers, marking a slight increase from previous years. However, ratings in the key 18-to-49 demographic continued to drop, showing there’s still work to be done.
The BAFTAs, officially known as the British Academy of Film and Television Arts Awards, also experienced a decline in viewership. The 2024 ceremony saw 800,000 fewer viewers compared to the previous year, reflecting a broader trend of declining TV audiences.
However, the decline in award show ratings isn’t unique. Cable and satellite TV usage has plummeted in recent years. Pew Research reports that only 56% of Americans now watch TV through traditional cable or satellite services, down from 76% in 2015. Among the 18-to-29 age group, that number sits at just 34%.
Award shows adapt to modern audiences
With these numbers in mind, award shows are adapting to meet viewers where they are. For the first time ever, the Oscars will stream on Hulu in addition to its traditional ABC broadcast. This shift is part of a broader effort to appeal to on-demand viewers who prefer streaming platforms over live TV.
Social media is also playing a massive role. From live-tweeting during ceremonies to posting viral-worthy moments, platforms like Instagram, X and TikTok are becoming essential tools to engage audiences who may not tune in live.
Hosts and categories bring fresh energy
Hosts are another part of the strategy to keep award shows fresh. Comedian Conan O’Brien will make his debut as host of the 2025 Oscars, bringing his unique style to the ceremony. Over at the Golden Globes, Nikki Glaser will become the first woman to solo-host Hollywood’s party of the year.
The BAFTAs are also introducing new categories for 2025, including a children’s and family film award. This addition is designed to celebrate stories that resonate with intergenerational audiences.
While many award shows struggle with declining viewership, the Grammys offer a rare bright spot. After hitting a low point of 8 million viewers in 2021, this year’s broadcast rebounded significantly, drawing nearly 17 million viewers, according to Statista.
Tags: film, Golden Globes, Hollywood, Hollywood awards, movies, Music, Social Media, Television, TV ratings
[KENNEDY FELTON]
Award show season is right around the corner – kicking off January 5th with the Golden Globes. But it’s been a bit of a rollercoaster in recent years when it comes to viewership. In a world where viral moments tend to outshine the award shows themselves, many are working hard to keep people watching.
One moment that grabbed attention was the infamous Chris Rock slap at the 2022 Oscars. While it dominated headlines and racked up millions of views on YouTube, that single clip outperformed the entire ceremony viewership.
But there is hope. According to Variety, this year’s Oscars saw a slight recovery, drawing more than 18 million viewers, but ratings were still down in the key demographic of 18 to 49-year-olds, showing there’s still room to improve.
And the BAFTAs – or the British Academy of Film and Television Arts Awards – also saw a dip this year, with viewership down 800,000 from last year. But this isn’t just an award show problem – TV viewership just isn’t what it used to be.
According to Pew Research, cable and satellite TV viewership dropped significantly since 2015. Only 56 percent of Americans get their TV through cable, as compared to 76 percent in 2015. And only 34 percent make up the 18 to 29 age category.
With numbers trending down, award shows are having to keep up with the times. While it’s not clear if these changes are designed to boost viewership, some of these shows are shaking things up for 2025.
For instance, the Oscars will stream on Hulu for the first time ever this year, in addition to airing on ABC. This move seems to be about meeting viewers where they are – online and on-demand.
And social media is playing a massive role with things like live-posting throughout their events and posting viral-worthy moments.
Hosts are also a big part of the plan to keep things fresh. Comedian Conan O’Brien will make his debut as the host of the Academy Awards.
Over at the Golden Globes, comedian Nikki Glaser will be hosting the Golden Globes, as the first-ever woman to solo host Hollywood’s party of the year.
The BAFTAs announced in August it would be adding new categories to its 2025 awards – one of them being “A new children’s and family film award to celebrate the very best films appealing to inter-generational audiences.”
Even though viewership has been trending down for film and TV award shows, the Grammys have seen a significant increase in this year’s show as compared to last. After hitting a low point with just 8 million viewers in 2021, this year’s show saw a significant recovery – with nearly 17 million tuning in according to Statista.
So while the future of traditional TV viewership remains uncertain, it’s clear award shows are doing everything they can to keep up – from embracing streaming, to prioritizing diversity, and even bringing in new hosts to shake things up.
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