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.
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.
