In a sign of the times, the Academy of Motion Picture Arts and Sciences announced this week that it has signed a deal with YouTube to broadcast its annual awards program, beginning in 2029. Until that time, it will continue its run with long-time network partner ABC, finishing in 2028 with its 100th anniversary program. YouTube has obtained rights to run the program through 2033.
While rumors had been circulating for some time about YouTube’s interest in the Oscars, the show’s legacy brand and prestige did strike some as a mismatch with the perception of YouTube as an online platform for short-form videos. However, YouTube’s role in entertainment is clearly expanding, and hosting traditional “shows” such as The Oscars is a visible indication of its ascendance.
It has inked other broadcast marquee deals, such as the NFL’s “Sunday Ticket” and established YouTube TV as an alternative to traditional cable subscriptions. The Oscars will give YouTube a unique and prestigious property that will attract the attention of older audiences who may not yet think of YouTube as “a place to watch shows.”
For the Academy, the move to YouTube is a recognition of changing patterns in viewership over time, with the numbers off by 50% compared to ten years ago. The impact of the COVID pandemic on movies and moviegoing, and an inexorable decline in the number of cable subscribers, has exacted its toll.
YouTube attracts the largest audience of any platform in the world, with over 2 billion viewers worldwide. By making the awards program available to anyone with internet access, exposure to the Academy’s annual celebration of the stars and the movies will rise exponentially.
