Insight of the Day: Oscars Audience Size Poses a Test: Is Hollywood Still Culturally Relevant?
- dailyentertainment95
- Mar 2
- 12 min read
Here is a detailed summary of the New York Times article "Oscars Audience Size Poses a Test: Is Hollywood Still Culturally Relevant?":
Why is this topic trending?
The question of the Oscars' cultural relevance and viewership size is trending because:
Declining Award Show Viewership: Award shows in general, including the Grammys (mentioned in the article), are experiencing viewership declines, raising concerns about their continued relevance in a fragmented media landscape.
Oscars as a Barometer of Hollywood: The Oscars have historically been seen as a key indicator of Hollywood's cultural influence, so viewership trends are closely watched as a measure of the industry's overall standing.
Nominee Choices and "Progressive Messages": This year's Oscar nominees are perceived as being less mainstream and potentially more politically progressive, raising questions about whether these choices will resonate with a broader audience and impact viewership.
Host Choice - Conan O'Brien: The selection of Conan O'Brien as host, a first-timer, adds an element of uncertainty and interest, as his performance could significantly influence viewership.
Streaming Era and Changing Media Consumption: The shift from linear TV to streaming and changing media consumption habits are fundamentally altering how people watch events like the Oscars, making viewership numbers a complex issue.
Overview
The article explores the anxiety within Hollywood regarding the viewership of the upcoming 97th Academy Awards. While recent years have shown a slight increase in Oscar viewership, there are concerns that this year's telecast could see a decline. The nominated films are largely smaller, art-house movies with limited box office success and often carry progressive themes. This contrasts with past years when more populist films were nominated, leading to higher viewership. The article questions whether the Oscars can maintain cultural relevance in a fragmented media landscape and politically divided nation, even with efforts to boost viewership through hosting choices and streaming options. It examines the historical context of Oscar viewership, the impact of streaming, and the changing nature of the awards show itself.
Detailed Findings
Recent Oscar Viewership Trends: Oscar viewership had been increasing in recent years: 20 million in 2024, 18.7 million in 2023, 16.6 million in 2022, after a record low of 10.4 million in 2021.
Concerns for 97th Oscars: Worries are rising about a potential viewership decline for the 97th Oscars due to less mainstream nominated films and potentially alienating progressive themes.
Grammys Ratings Drop: Recent Grammy viewership dropped 9% from last year, indicating a broader trend of award show ratings challenges.
Marketing Efforts & Host Conan O'Brien: ABC and the Academy are intensifying marketing and highlighting first-time host Conan O'Brien to boost viewership.
Hulu Streaming: The 97th Oscars will stream live on Hulu, potentially adding hundreds of thousands of viewers.
Academy Shifting Focus to Overall Viewership: The Academy is emphasizing total viewership (including international and delayed viewing) beyond live US linear TV ratings.
Low Box Office of Nominated Films: Best Picture nominees have collectively sold significantly fewer tickets ($1.8 billion worldwide) compared to last year (-38%), and many are "little-seen movies."
"Anora" as Example: "Anora," a Best Picture favorite, has only grossed $15.6 million domestically, which would be a record low for a Best Picture winner (outside pandemic years).
Progressive Themes in Nominated Films: Many nominated films ("Emilia Pérez," "The Brutalist," "Wicked," "Conclave," "I’m Still Here," "Sing Sing," "Nickel Boys") feature progressive themes like diversity, inclusion, trans identity, immigration, and anti-authoritarianism.
Political Polarization & Audience Turn-Off: Concerns exist that these progressive themes, and potential political acceptance speeches, could alienate conservative viewers and lead to lower ratings in a politically divided country.
Host Conan O'Brien's Approach: Conan O'Brien plans to address politics but also focus on positivity and the collaborative nature of filmmaking.
Historical Oscar Viewership (1990s/Early 2000s): In the 1990s and early 2000s, with populist winners like "Forrest Gump" and "Gladiator," Oscars viewership was around 45 million, peaking at 57.2 million in 1998 ("Titanic").
Ratings Plunge in Mid-2010s: Ratings declined in the mid-2010s due to streaming shift and the ceremony becoming more focused on "civic issues" than entertainment honors.
#OscarsSoWhite Impact: The #OscarsSoWhite movement led to expanded international membership in the Academy and more nominations for foreign-language and art films, potentially further disconnecting the show from American popular culture.
Production Team Enthusiasm for Nominees: The Oscars production team is excited about the "diverse" and "incredible slate of movies" nominated this year.
Musical Performers & "Cameos": Musical performers like Raye, Cynthia Erivo, Ariana Grande, Lisa of Blackpink, and the Los Angeles Master Chorale, along with surprise cameos, are planned to attract viewers.
Quincy Jones Tribute: A tribute to Quincy Jones featuring Queen Latifah is intended to be "celebratory" and feel-good.
Key Takeaway
The key takeaway is that the 97th Academy Awards are facing a significant test of cultural relevance, with concerns that the nominated films, while artistically diverse, may not draw a large television audience due to their limited box office appeal and potentially divisive progressive themes. The Oscars are attempting to adapt to changing media consumption and maintain viewership through marketing, streaming, and entertainment elements, but the core question remains whether the show can still capture broad public interest in a fragmented and polarized cultural landscape.
Main Trend
Oscars' Relevance Test in a Fragmented Media Landscape
Description of the Trend (Oscars' Relevance Test in a Fragmented Media Landscape)
"Oscars' Relevance Test in a Fragmented Media Landscape" describes the ongoing challenge the Academy Awards face in maintaining cultural relevance and broad viewership in an era of declining linear TV ratings, streaming dominance, and increasingly fragmented audience attention. This trend highlights the tension between the Oscars' traditional role as a mainstream entertainment spectacle and its evolving identity as a champion of artistic merit and diverse, often progressive, filmmaking, as it navigates a media landscape where cultural influence is dispersed and audience interests are increasingly niche.
What is Consumer Motivation?
Entertainment & Spectacle (Traditional Oscar Viewers): Historically, viewers tuned into the Oscars for entertainment, celebrity spectacle, and the excitement of awards being given to popular movies and stars.
Cultural Commentary & Social Relevance (Evolving Viewer Expectations): Some viewers now expect award shows to be more than just entertainment, seeking cultural commentary, social relevance, and representation of diverse voices and perspectives.
Nostalgia & Tradition (Long-time Oscar Fans): Many viewers have a nostalgic attachment to the Oscars as a long-standing cultural tradition and are interested in seeing it continue, even as viewing habits change.
Political Alignment/Disalignment (Polarized Viewers): In a politically polarized climate, some viewers may be motivated to watch (or avoid) the Oscars based on their perception of the show's political leanings and whether it aligns with their own views.
Curiosity about Winners & "Best" Films (General Interest): There remains a general public curiosity about which films will be recognized as "best" and who will win awards, even if viewership numbers are declining overall.
What is Driving the Trend?
Streaming and Cord-Cutting: The shift to streaming and cord-cutting has dramatically reduced linear TV viewership across the board, impacting all broadcast events, including award shows.
Fragmented Media Consumption: Audiences now have a vast array of entertainment options and consume media across multiple platforms, leading to fragmented attention and less focus on singular broadcast events.
Political Polarization & Cultural Divides: Increased political polarization in society makes it challenging for any cultural event, including the Oscars, to appeal to a broad, unified audience.
Changing Oscar Nominee Profile: The Academy's efforts to diversify membership have led to more nominations for international, independent, and art-house films, which often have smaller mainstream appeal than traditional Hollywood blockbusters.
Evolving Definition of "Entertainment": What constitutes "entertainment" is evolving, with some audiences seeking more interactive, participatory, and socially conscious content, potentially moving away from passive, broadcast-style award shows.
What is Motivation Beyond the Trend?
Beyond the immediate concerns about Oscar viewership, there are broader societal motivations:
Debate on Cultural Gatekeepers: The Oscars' relevance test reflects a larger societal questioning of traditional cultural gatekeepers and their role in defining "high" and "low" culture in a more democratized media landscape.
Value of Art & Recognition: The discussion raises questions about the value of art, awards, and cultural recognition in a society increasingly driven by commercial metrics and social media trends.
Representation & Inclusion in Media: The focus on diversity and progressive themes in Oscar nominees reflects a broader societal push for greater representation and inclusion in media and entertainment.
Description of Consumers Article is Referring To
Age: Appeals to a broad age range interested in film, Hollywood, and award shows. Nostalgia for past Oscars may resonate more with older viewers, while discussion of streaming and modern media consumption appeals to younger demographics.
Gender: Likely broad appeal across genders, as interest in film and award shows is not gender-specific.
Income: Likely broad appeal across income levels, as film and popular culture are widely accessible topics.
Lifestyle: TV viewers, streaming subscribers, social media users, individuals interested in popular culture and entertainment news, those who follow awards season, people concerned about cultural trends and the role of Hollywood in society, potentially politically engaged individuals.
Conclusions
The Oscars are at a critical juncture, facing a significant test of their cultural relevance in a rapidly changing media environment. While efforts are being made to maintain and boost viewership, the choices of nominated films, the broader shift away from linear TV, and increasing political polarization pose significant challenges. The Oscars' future relevance may depend on its ability to adapt to these changes, balance its artistic mission with broader audience appeal, and find new ways to connect with viewers in a fragmented media landscape.
Implications for Brands (Academy Awards/ABC/Hollywood)
Balance Art & Populism in Nominations/Show Production: The Academy and ABC need to find a delicate balance between honoring artistic merit and selecting nominees and producing a show that appeals to a broader, more mainstream audience to maximize viewership.
Embrace Streaming & Digital Engagement: Actively leverage streaming platforms like Hulu and digital media to expand viewership beyond linear TV and engage with younger, online audiences.
Highlight Entertainment Value & Spectacle: Emphasize the entertainment and spectacle aspects of the Oscars telecast, showcasing celebrity performances, surprise moments, and engaging hosting to draw in viewers.
Navigate Political Sensitivities Carefully: Hosts and winners need to navigate political topics with sensitivity, aiming for inclusivity and broad appeal rather than alienating segments of the audience in a polarized climate.
Measure Relevance Beyond Linear TV Ratings: Expand metrics of success beyond traditional linear TV ratings to include streaming viewership, social media engagement, and broader cultural impact to assess the Oscars' true reach and relevance.
Implication for Society
Evolving Role of Award Shows: Society may need to reconsider the role and purpose of traditional award shows like the Oscars in a fragmented media landscape, perhaps shifting expectations from mass viewership to niche cultural significance.
Democratization of Cultural Recognition: The challenges faced by the Oscars reflect a broader democratization of cultural recognition, where influence is dispersed across many platforms and voices, rather than concentrated in traditional institutions.
Value of Shared Cultural Experiences: The article implicitly raises questions about the value of shared cultural experiences in an increasingly individualized and niche-driven media environment.
Implications for Consumers
More Viewing Options & Accessibility: Streaming options like Hulu offer consumers more ways to access the Oscars telecast, increasing convenience and potentially expanding viewership among cord-cutters.
Choice in Engagement Level: Consumers have more choice in how they engage with the Oscars – from passively watching the telecast to actively participating in online discussions and social media conversations.
Awareness of Shifting Cultural Landscape: The viewership debate raises consumer awareness of the changing media landscape and the evolving role of events like the Oscars in popular culture.
Implication for Future
Oscars as a Niche Event?: The Oscars may evolve into a more niche event, catering to a dedicated audience interested in film artistry and industry recognition, rather than a mass-appeal, broad viewership spectacle.
Hybrid Models for Award Shows: Award shows may need to experiment with hybrid models that combine traditional broadcast elements with more interactive and digital components to engage diverse audiences.
Focus on Global Audience: The Academy may increasingly focus on a global audience, given the expansion of its international membership and the global appeal of film, potentially shifting away from a primarily US-centric viewership model.
Relevance Redefined: "Relevance" for the Oscars may need to be redefined beyond just viewership numbers, perhaps focusing on cultural impact, industry leadership, and championing artistic excellence, even if it means a smaller but more dedicated audience.
Consumer Trend
Trend Name: "Fragmented Award Show Consumption"
Detailed Description: Consumers are engaging in "Fragmented Award Show Consumption," moving away from appointment viewing of live, linear TV broadcasts of award shows like the Oscars. This trend sees viewers consuming award show content through multiple platforms (streaming, social media clips, online recaps), engaging with specific moments or categories of interest rather than watching the entire telecast passively.
Consumer Sub Trend
Trend Name: "Politically-Conscious Entertainment Viewing"
Detailed Description: Within "Fragmented Award Show Consumption," "Politically-Conscious Entertainment Viewing" is a sub-trend where viewers are increasingly making choices about what entertainment to consume (including award shows) based on its perceived political leanings or social messaging, either seeking out content that aligns with their views or actively avoiding content they deem politically objectionable.
Big Social Trend
Trend Name: "The Decline of Shared Cultural Moments"
Detailed Description: Society is experiencing "The Decline of Shared Cultural Moments," a broader social trend where mass-appeal, unifying cultural events are becoming rarer as media consumption becomes increasingly personalized, niche-driven, and fragmented across diverse platforms and interests.
Worldwide Social Trend
Trend Name: "Globalization vs. Localization of Cultural Values"
Detailed Description: Globally, there is a tension between "Globalization vs. Localization of Cultural Values" in entertainment. While Hollywood and events like the Oscars have global reach, cultural values and preferences regarding film and award recognition remain localized, leading to potential disconnects between global viewership and localized critical acclaim or award preferences.
Social Drive
Drive Name: "The Human Need for Both Connection & Individuality"
Detailed Description: Underlying the trend is "The Human Need for Both Connection & Individuality." People seek both shared cultural experiences that connect them to broader society and personalized content that reflects their individual tastes and values. The challenge for events like the Oscars is to balance these competing needs in a fragmented media landscape.
Learnings for Brands (Academy Awards/ABC/Hollywood) to Use in 2025
Linear TV is No Longer Primary: Linear TV viewership can no longer be the sole metric of success; brands must prioritize digital and streaming strategies to reach audiences.
Engagement is Key, Not Just Viewership: Focus on driving audience engagement across platforms, not just maximizing passive viewership numbers.
Diversity & Inclusivity are Double-Edged Swords: While valuable, prioritizing diversity and progressive themes can be polarizing; brands must navigate this carefully to avoid alienating viewers.
Personalization & Choice are Expected: Consumers expect personalized experiences and choices in how they consume media; award shows need to offer flexible viewing options and interactive elements.
Authenticity & Connection Matter: In a fragmented landscape, building authentic connections with niche communities and fostering a sense of shared experience is crucial for maintaining relevance.
Strategy Recommendations for Brands (Academy Awards/ABC/Hollywood) to Follow in 2025
Develop "Multi-Platform Engagement Ecosystems": Create interconnected ecosystems across linear TV, streaming, social media, and interactive platforms to offer diverse viewing experiences and engagement opportunities for different audience segments.
Implement "Personalized Content Delivery & Recommendation Engines": Utilize data and technology to personalize content recommendations and viewing experiences for streaming audiences, catering to individual preferences within the broader Oscars event.
Design "Interactive & Participatory Oscar Experiences": Incorporate interactive elements into the telecast and digital platforms, such as live polls, Q&As, behind-the-scenes content, and social media integrations, to encourage active audience participation.
Craft "Community-Building & Niche Audience Targeting Campaigns": Develop targeted marketing campaigns to reach specific niche audiences interested in particular aspects of the Oscars (e.g., fashion, music, specific film genres, social issues), fostering online communities around these interests.
Measure "Cross-Platform Engagement & Cultural Impact Metrics": Shift focus beyond linear TV ratings to actively measure "cross-platform engagement" (total viewership across all platforms, social media interactions, online content consumption) and "cultural impact metrics" (media mentions, social conversations, long-term brand perception), using these as key performance indicators to optimize multi-platform engagement strategies and build lasting cultural resonance beyond traditional viewership numbers.
Final Sentence (Key Concept)
In 2025, the Academy Awards and Hollywood are facing an "Oscars' Relevance Test in a Fragmented Media Landscape," requiring them to strategically prioritize multi-platform engagement, personalized experiences, and community building to redefine relevance and connect with diverse audiences in an era where traditional broadcast viewership is no longer the sole measure of cultural impact.
What Brands & Companies (Academy Awards/ABC/Hollywood) Should Do in 2025 to Benefit from Trend and How to Do It
The Academy Awards, ABC, and Hollywood should strategically embrace "Audience-Centric Engagement Architectures for Renewed Cultural Relevance" to benefit from the "Oscars' Relevance Test in a Fragmented Media Landscape" trend. This can be achieved by:
Establishing "Digital-First Content & Distribution Hubs": Create dedicated digital content hubs that prioritize streaming, social media, and interactive platforms as primary distribution channels for Oscars content, moving beyond a linear TV-centric approach.
Implementing "AI-Driven Audience Segmentation & Personalization Systems": Invest in AI-powered systems to deeply segment audiences based on viewing habits, interests, and platform preferences, enabling highly personalized content delivery and marketing.
Developing "Gamified & Interactive Award Show Experiences": Design gamified and interactive elements for the Oscars telecast and digital platforms, such as real-time voting, prediction contests, virtual red carpets, and personalized "second-screen" experiences, to boost engagement and participation.
Crafting "Authentic & Inclusive Community-Building Initiatives": Develop initiatives to foster genuine online communities around the Oscars, emphasizing inclusivity, diverse voices, and opportunities for fan contribution and co-creation of content and conversations.
Measuring "Holistic Engagement & Cultural Currency Metrics": Shift focus beyond simple viewership numbers to actively measure "holistic engagement" (depth and breadth of audience interaction across all platforms, sentiment analysis, user-generated content) and "cultural currency metrics" (brand perception, social conversation volume and tone, influence on cultural discourse), using these as key performance indicators to optimize audience-centric engagement architectures and build lasting cultural relevance and brand value rooted in genuine audience connection and participation.
Final Note:
Core Trend: Oscars' Relevance Test in a Fragmented Media Landscape: Oscars struggle for relevance in a changing media world.
Core Strategy: Audience-Centric Engagement Architectures for Renewed Cultural Relevance: Oscars must build engagement architectures focused on the audience to regain relevance.
Core Industry Trend: Decline of Shared Cultural Moments: Mass cultural events are becoming less common.
Core Consumer Motivation: Human Need for Both Connection & Individuality: People seek both shared and personalized experiences.
Core Trend Summary: The "Oscars' Relevance Test in a Fragmented Media Landscape" is challenging the Academy Awards and Hollywood in 2025, demanding that they strategically prioritize audience-centric engagement architectures, digital-first content strategies, and personalized interactive experiences to redefine cultural relevance and thrive in a media landscape where audience connection, participation, and holistic engagement are paramount to sustained success.
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