The Oscars’ failure to understand the needs of new audiences has created a disconnect that has made the ceremony feel less relevant. However, certain strategies could bring it back to life.
Pere Bacardit, marketing expert and professor at EAE Business School, explains the different innovations the Academy Awards could implement to win over new audiences and regain their place in the entertainment industry.
The Oscars’ Declining Viewership
Over the last few decades, the Oscars have lost much of their appeal among audiences. While they remain the most prestigious award in the film industry, their viewership has drastically declined.
In 1998, the ceremony peaked with over 55 million viewers in the United States, but by 2021, that number had dropped to a historic low of 9.85 million. Although the 2024 edition saw a slight recovery with 19.5 million viewers, the numbers are still far below their former glory. According to Billboard, the 2025 edition experienced an increase in viewership thanks to certain programming changes, but is it enough to restore the event’s lost prestige?
A Format That Fails to Engage New Generations
Has the Oscars format become obsolete for modern audiences? Quite possibly. According to Pere Bacardit, marketing expert and professor at EAE Business School, part of Planeta Formación y Universidades, the main issue is the Academy’s failure to adapt to the content consumption habits of Gen Z and younger viewers.
“The ceremony’s rigid, traditional structure doesn’t align with current interests,” he explains. “The gala follows a predictable format: category announcement, award presentation, acceptance speech—without generating interaction or excitement. Younger audiences prefer more fragmented and dynamic events.”
Another major issue is the excessive length of the event. With over three hours of runtime, the Oscars feel far too long for an audience accustomed to fast-paced digital content. Additionally, many of the winning films belong to the independent film circuit rather than the commercial films that attract larger audiences.
“Younger viewers don’t see themselves reflected in the ceremony. Audiences want to connect with what they watch, and if the winning films aren’t part of their cultural landscape, they’re unlikely to care about the awards,” Bacardit points out.
The Oscars vs. Social Media
Today, the Academy Awards aren’t just competing with other award shows but with an endless stream of entertainment on social media, where real-time content and interactivity play a crucial role.
To reverse this trend, the ceremony must transform itself without losing its essence. Some strategies that could help revitalize the event include making it more dynamic and interactive, incorporating surprise performances, and creating viral moments that spark conversation on social platforms.
The EAE Business School expert suggests shortening the event’s duration and allowing audience voting in select categories as a way to increase engagement. “Perhaps introducing a People’s Choice Award or a Young Talent category could help attract younger viewers.”
Another promising change could be diversifying broadcasting channels, offering simultaneous streaming on digital platforms and social media, making the show more accessible to different demographics. The inclusion of influencers and young talents could also be an effective strategy to attract viewers who feel underrepresented in the event.
If the Oscars want to regain their relevance and become a must-watch event once again, they must adapt to modern times. Entertainment has become more immediate and interactive. Reconnecting with younger audiences will require rethinking the format and embracing new communication channels.
Source: Billboard
Open your account on Disney+ and you will have access to movies like Spiderman, Lightyear, Cruella and Pinocchio. You can also watch Star Wars series like The Mandalorian, Andor and The Book of Boba Fett.
