Oscars Viewership Dips to 17.86 Million, But Advertising Revenue Soars
The 98th Academy Awards, broadcast on ABC and streamed on Hulu, saw a decline in viewership, hitting 17.86 million viewers. This represents a drop of approximately 2 million viewers compared to the 2025 ceremony, which reached 19.69 million – a five-year high.
A Tale of Two Trends: Declining Viewership, Rising Ad Spend
Despite the dip in viewers, the Oscars continue to hold significant value, particularly for advertisers. Disney reported a complete sellout of advertising inventory for the 98th Oscars, with pricing increasing by double-digit percentages compared to the previous year. A 30-second spot cost between $1.7 million and $2.3 million in 2025, a slight increase from the $1.7 million to $2.2 million range in 2024.
Social Media Buzz Increases Despite TV Decline
While traditional viewership numbers are down, the Oscars’ social media presence is growing. Social impressions increased by more than 42% compared to last year, totaling over 184 million, according to Disney. This suggests a shift in how audiences are engaging with the event – moving from linear television to digital platforms.
Streaming’s Continued Influence and Technical Improvements
The 98th Oscars was the program’s second year streaming on Hulu. While last year’s broadcast experienced technical glitches, those issues appeared to be resolved this year. This represents crucial for maintaining audience engagement and preventing further erosion of viewership.
Winners and Highlights of the Night
Paul Thomas Anderson’s One Battle After Another was the huge winner, taking home six Oscars, including Best Picture and Best Director. Sinners, with a record 16 nominations, secured four awards, with Michael B. Jordan winning Best Actor and Autumn Durald Arkapaw making history as the first woman to win the award for achievement in cinematography.
The Rise of Animation and ‘KPop Demon Hunters’
The broader entertainment landscape reflects a growing dominance of animation. Nielsen’s year-end streaming charts confirm this trend. Notably, KPop Demon Hunters, an Oscar nominee, was the most-streamed movie of 2025, racking up 20.5 billion minutes viewed.
What Does This Indicate for the Future of Award Shows?
The Oscars’ current trajectory highlights a complex dynamic. Traditional television viewership is declining, but the event remains a significant cultural moment and a valuable platform for advertisers. The increasing importance of social media engagement and streaming suggests that future award shows will need to prioritize digital experiences to reach wider audiences.
Pro Tip
Award shows are increasingly becoming “water cooler” moments driven by social media. Brands should focus on creating shareable content and engaging with audiences online during live events to maximize their impact.
FAQ
Q: Why are Oscar ratings declining?
A: Declining viewership is likely due to a combination of factors, including the rise of streaming services, changing viewing habits, and increased competition for audience attention.
Q: Is the Oscars still relevant?
A: Despite declining TV ratings, the Oscars remain a significant cultural event and a valuable advertising platform, as evidenced by the sold-out ad inventory and increased social media engagement.
Q: What is Disney’s strategy for the Oscars?
A: Disney is focusing on maximizing revenue through advertising sales and exploring opportunities to integrate the Oscars with its streaming platforms and other entertainment properties.
Q: What does the success of ‘KPop Demon Hunters’ indicate?
A: The film’s success demonstrates the growing appeal of diverse content and the power of streaming platforms to reach global audiences.
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