The news: Viewership for the 98th annual Oscars ceremony fell 9% compared with 2025, reaching its lowest point since 2022, according to Nielsen’s Big Data + Panel ratings. 17.9 million viewers tuned into the event this year, compared with last year’s five-year high of 19.7 million.

Despite slowing viewership, Disney noted that the ceremony ranks as the top primetime entertainment telecast of the 2025-2026 season.

The trend: Declining Oscars viewership aligns with other major awards shows this season, Variety notes. Viewership for the Golden Globes fell 6% to 8.66 million; the Grammys also fell 6% to 14.4 million viewers.

Behind the numbers: Viewers are increasingly tuning out of live broadcast events—regardless of whether they air on streaming, linear, or both—and consuming live content via social platforms. ABC reports that social impressions for the Oscars grew 42% this year. The Academy’s following on social platforms, meanwhile, reached 21.6 million compared with last year’s 19.7 million. Academy accounts generated 129 million video views during the evening.

Nearly two-thirds (66.1%) of US social network users are scrolling while they watch streaming or TV content; but younger generations like Gen Z often turn to social media as the sole source of live entertainment.

• 56% of Gen Zers and 43% of millennials state that social media content is more relevant than traditional media, per Deloitte.
• Gen Zers spend 54% more time than the average consumer on social platforms or viewing user-generated content (UGC), and spend 26% less time watching TV and movies.

Implications for marketers: Live event broadcasts have historically been one of the best ways for marketers to reach engaged audiences at scale—but this no longer rings true in the digital-first era.

Marketers who still wish to capitalize on tentpole events must now see social strategies as a necessity for a complete campaign. Live event viewership frequently fluctuates, making traditional linear or streaming strategies too unpredictable.

Live events also offer the opportunity for year-round engagement on social platforms. Social content from these events can be repurposed into digital content like blogs and videos, keeping brands top of mind and driving consistent engagement after the event concludes.