In a groundbreaking move that underscores its dominance in the digital entertainment landscape, YouTube has secured exclusive global streaming rights for the Academy Awards starting in 2029.
This partnership with the Academy of Motion Picture Arts and Sciences positions YouTube as a contender for the title of the "most influential platform" in media, especially as traditional broadcast viewership continues to wane. The deal, announced on December 17, 2025, marks a pivotal shift from ABC's long-standing broadcast role, which will end after the 2028 ceremony.
With YouTube's vast reach and innovative features like closed captioning and audio descriptions, the Oscars could finally tap into a younger, global audience that has eluded the event for years.
The Oscars' Viewership Slump: A Decade of Decline
The Academy Awards have been grappling with plummeting viewership for over a decade, a trend exacerbated by factors ranging from the COVID-19 pandemic and the rise of streaming services to a perceived lack of original content in Hollywood.
Historical data paints a stark picture: In the prime-time era of the 1990s and early 2000s, the Oscars routinely drew over 50 million viewers in the U.S. alone.
However, by 2021, amid pandemic restrictions, Nielsen ratings hit a record low of just 10.4 million viewers. The numbers have shown some recovery in recent years - 18.7 million in 2023, 19.5 million in 2024, and a slight uptick to 19.7 million in 2025 - but they remain far below historical highs.
Even with adjustments for multi-platform viewing, the 2025 ceremony reached 19.69 million across ABC and digital outlets, representing only a 1% increase from the previous year.
This decline isn't isolated; it reflects broader shifts in media consumption. Younger demographics, particularly those under 35, have migrated to on-demand platforms, shunning live TV events that feel outdated or overly politicized.
The Academy's efforts to modernize - such as shorter runtimes, celebrity hosts, and fan-voted categories - have yielded mixed results, but viewership in the key 18-49 age group saw a 19% ratings gain in 2025, hitting a 4.54 rating.
Despite these tweaks, the ceremony's traditional format has failed to reverse the long-term trend, leaving Hollywood searching for a lifeline.
Why Handing the Reins to YouTube Makes Perfect Sense
Faced with this existential challenge, the Academy's decision to partner with YouTube could be its most strategic move yet. YouTube, owned by Google, boasts an unparalleled global footprint, with projections estimating 2.85 billion users worldwide by the end of 2025.
Its TV viewership alone is staggering: In July 2025, YouTube captured 13.4% of total U.S. TV usage, surpassing all other streaming services for the sixth consecutive month. By the first half of 2025, YouTube amassed over 45 billion viewing hours globally, with TV screens accounting for 36% of that total - overtaking mobile as the primary viewing device. YouTube TV, the platform's live TV service, has grown rapidly, adding 750,000 subscribers in Q3 2025 alone to reach 11 million paid users.
This shift to YouTube aligns perfectly with the Academy's goal of re-engaging younger viewers, who already flock to the platform for live events, creator content, and interactive experiences.
Unlike traditional broadcasts, YouTube's ecosystem allows for seamless integration with social features, multi-language support, and on-demand replays, potentially drawing in international audiences that have been underserved by U.S.-centric telecasts.
The platform's live streaming prowess is evident in its 2025 stats: YouTube Live racked up over 5 billion watch hours in early months, demonstrating its ability to handle high-profile events at scale. For the Oscars, this means no more forcing viewers to tune into linear TV - fans can join from anywhere, on any device, amplifying reach without alienating cord-cutters.
Challenges Ahead: Making the Oscars Must-Watch Again
While distribution is now primed for success, the real hurdle lies in revitalizing the ceremony itself. Critics have long labeled the Oscars as "maddeningly dull," with lengthy speeches, predictable winners, and a lack of excitement driving away casual viewers.
To capitalize on YouTube's platform, the Academy must innovate: Shorter segments, more interactive elements like live polls or creator collaborations, and a focus on diverse, original storytelling could help. After all, Hollywood's content drought - fueled by franchise fatigue and streaming wars - remains a core issue.
In conclusion, YouTube's acquisition of Oscar streaming rights signals a new era for awards shows, blending legacy prestige with modern accessibility.
As viewership trends continue to favor digital giants, this partnership could propel the Oscars back to cultural relevance, provided the event evolves beyond its stodgy roots. The stage is set; now, it's up to the Academy to deliver a show worth streaming.
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Author: Slava Vasipenok
Founder and CEO of QUASA (quasa.io) - Daily insights on Web3, AI, Crypto, and Freelance. Stay updated on finance, technology trends, and creator tools - with sources and real value.
Innovative entrepreneur with over 20 years of experience in IT, fintech, and blockchain. Specializes in decentralized solutions for freelancing, helping to overcome the barriers of traditional finance, especially in developing regions.
