Does the Academy Awards’ move to YouTube indicate that traditional television audiences are shrinking, or is it simply a strategy to expand reach and relevance?
Yes
The Oscars’ decision to expand onto YouTube is an implicit acknowledgment that traditional television audiences are in long-term decline. Linear TV viewership has been eroding for years, particularly among younger demographics, and the Oscars have felt this shift acutely. Once a guaranteed mass cultural event drawing over 40 million viewers, recent ceremonies have struggled to maintain relevance and ratings, even with popular hosts and high-profile nominees.
Moving to YouTube reflects a recognition that younger audiences do not gather around scheduled broadcasts. Instead, they consume highlights, speeches, and viral moments on-demand. The Oscars are no longer competing only with other TV programmes, but with TikTok, Netflix, and live-streamed creators. By prioritising digital platforms, the Academy is adapting to a reality where traditional TV is no longer the primary venue for shared cultural moments.
No
The Oscars’ presence on YouTube does not signal the death of television, but a strategic evolution in distribution. Major cultural events now exist across multiple platforms to maximise reach, engagement, and global accessibility. (e.g. Netflix have begun showing American Football games. Amazon Prime also show Champions League Football matches). YouTube allows the Academy to extend the ceremony’s lifespan through clips, behind-the-scenes content, and international access that traditional broadcasts cannot offer alone.
Television remains central to the Oscars’ prestige and live-event appeal, particularly for industry professionals and older audiences who still value appointment viewing. The move mirrors strategies used by sports leagues and award shows that simulcast content without abandoning TV. Rather than admitting failure, the Oscars are acknowledging that cultural relevance today is multi-platform. Expansion does not mean replacement; it means adaptation.
