According to Variety on 17/12, the Academy Awards are preparing for a new phase as the Academy of Motion Picture Arts and Sciences (AMPAS) signed an agreement granting YouTube exclusive global streaming rights. This partnership will begin in 2029 with the 101st Academy Awards and extend until 2033.

Previously, ABC, which has been associated with the Academy Awards for decades, held the broadcasting rights until the end of 2028.

At the 2025 Academy Awards, director Sean Baker won four awards, including best picture for "Anora". Photo: The Academy

Under the new agreement, the entire Academy Awards ceremony, including the red carpet, backstage content, and the Governors Ball, will be streamed live and free globally on YouTube. It will also be broadcast on YouTube TV in the US. The program will still feature advertisements, similar to traditional television models. Participants stated that the move to YouTube aims to expand reach to an international audience through features like subtitles and audio options in multiple languages.

In a joint statement, AMPAS CEO Bill Kramer and President Lynette Howell Taylor said this multi-faceted global partnership will help the Academy Awards attract its largest audience to date and broaden access to Academy films for the cinema-loving community.

Industry sources indicate that YouTube spent over 100 million USD to secure the streaming rights, surpassing lower offers from Disney/ABC and NBCUniversal. Under its most recent contract, Disney paid approximately 100 million USD annually for the Academy Awards. However, amidst declining linear television viewership, ABC reportedly sought to reduce licensing costs.

According to Variety, a streaming platform like YouTube securing the Academy Awards rights surprised many, as it lacks the large-scale live event production infrastructure of services like Netflix or Amazon. However, YouTube has three years to prepare, and there is also a possibility that AMPAS will handle most of the production itself. This would give the Academy Awards autonomy over program length, structure, and content, which was previously a point of contention between AMPAS and ABC.

Reuters noted that the decision to move the Academy Awards from ABC to YouTube stems from the trend of audiences shifting from traditional television to online platforms. This compels organizers to seek a broader approach in the digital space. Nevertheless, several questions arise: how will viewership be measured on YouTube? How will international distribution agreements for the Academy Awards be handled, as these are a significant revenue source beyond the Disney/ABC contract? Will audience engagement on this platform be sufficient to maintain the appeal of the Academy Awards?

Additionally, the method for measuring YouTube viewership remains unclear, as no equivalent rating system exists for traditional television. Sustaining viewership on the platform also presents a challenge, as audiences can easily switch to other content.

Variety reported that traditional television viewership for the Academy Awards has significantly declined. The incident where Will Smith slapped Chris Rock at the 2022 ceremony only drew an average of 16,6 million viewers, the second-lowest in history, though higher than 2021, which was impacted by the pandemic. This year, 18,1 million viewers is considered positive in the overall context, yet it is far from peak periods, such as 1998 when the Academy Awards attracted 57 million viewers due to the success of "Titanic."

Will Smith slaps Chris Rock on stage at the 2022 Academy Awards. Video: ABC

For Disney/ABC, YouTube winning the Academy Awards rights is less concerning than if the award went to a direct competitor like NBCUniversal. Live television remains a strategic segment for Disney/ABC, especially after they secured the Grammy Awards rights. By 2027, they will simultaneously hold rights for the Super Bowl, the Academy Awards, and the Grammy Awards. An ABC representative stated they would continue to broadcast the final three awards ceremonies, including the 100th anniversary of the Academy Awards in 2028.

The Academy Awards, the annual awards of the Academy of Motion Picture Arts and Sciences, is one of the world's most renowned and prestigious film events. The official nominations list for the 98th Academy Awards will be announced on 22/1/2026, with the awards ceremony taking place on 15/3/2026.

Cat Tien (via Variety, Reuters)