TOP 10 MOST SOCIAL AWARD SHOWS BY INTERACTIONS
HIGHLIGHT REEL People may be watching award shows, but not through traditional channels. The Oscars and Baftas have announced their nominees via live stream lately, with viewers able to stream the ceremonies using subscription services like ITVX and Britbox. Similarly, the 2016 VMAs saw 6.5 million viewers on MTV, while its live stream raked in a whopping 62.8 million. Many people – including those based on the US east coast or abroad – may only watch award shows after the fact, either recording for later consumption or using social media for the highlights. Indeed, the 2019 Grammys, Oscars and Golden Globes induced a combined 52.5 million interactions across Facebook, Instagram and Twitter (X). If audiences can glean all the essential information from social media, it could be needless to watch the award shows, with some runtimes coming in at over three hours. According to a Statista report on Oscars viewership, ’interest in upcoming events is often generated via social media, which can be extremely effective in generating discussions, interactions and general awareness‘. While it’s difficult to infer cause and effect, perhaps those participating in these online discussions are more likely to watch the awards.
26.2m
61st Annual Grammy Awards
Network: CBS
Air date: 10/02/19
17.7m
The Oscars
Network: ABC
Air date: 24/01/19
12.2m
2018 MTV Music Awards
Network: MTV
Air date: 20/08/18
8.6m
Golden Globe Awards
Network: NBC
Air date: 06/01/19
6.7m
Premio Lo Nuestro 2019
Network: Univision
Air date: 21/02/19
5.5m
2018 American Music Awards
Network: ABC
Air date: 09/10/18
5.3m
People’s Choice Awards
Network: E!
Air date: 11/11/18
5.1m
70th Primetime Emmy Awards
Network: NBC
Air date: 17/09/18
4.2m
The 19th Annual Latin Grammy Awards
Network: Univision
Air date: 15/11/18
3.9m
Latin American Music Awards
Network: Telemundo
Air date: 25/10/18
0
5
10
15
20
25
30
SHARE OF ADULTS PLANNING TO WATCH THE 2023 ACADEMY AWARDS CEREMONY IN THE UNITED STATES BY GENERATION
GONE IS THE GOLDEN AGE According to some, award shows are dying, becoming ‘a dull inevitability’ for Judy Berman from Time – rather than something to get excited about. In 2020, Berman claimed that, of the most popular ceremonies, the median age of viewers fell above 50, indicating a generational divide in taste. Could audiences themselves be ageing out? Probably not. Recent data shows audience intentions to watch the 2023 Oscars were largely even across generations. In fact, Millennials planned to watch the awards more than any other age group. In contrast, 10% of Gen Zers planned to watch the whole thing, with 11% of Baby Boomers saying the same. Splitting audiences by gender doesn’t reveal any underlying insights either. Of both male and female respondents, 14% planned to watch all of the 2023 Oscars. So who’s responsible for this fading interest? Everyone, says Brian Moylan for The Guardian . He cites ‘award fatigue’: with shows airing constantly, interest falls off eventually. Besides the Oscars, Emmys, Grammy and Golden Globes, there are also the Tonys, VMAs, CMAs, Billboard Music Awards, People’s Choice Awards and countless others. The market for an audience’s attention is oversaturated.
YES, ALL OF IT
YES, SOME OF IT
NO
100
75
50
25
0
GEN ZERS
MILLENNIALS
GEN XERS
BABY BOOMERS
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