Academy CEO Bill Kramer is forging ahead with the decision to broadcast the Oscars ceremony on YouTube starting in 2029, asserting that this progressive step is crucial for the future relevance of the awards. Speaking at the Zurich Film Festival Summit, Kramer highlighted the strategic importance of this move for engaging a global audience and younger demographics, even as traditional television viewership faces ongoing declines. This shift represents a significant evolution in how the prestigious awards will be presented and consumed worldwide.
During a discussion titled "The Theatrical Box Office Resurgence! How to Get Audiences’ Attention in the Era of Social Media and Online Platforms?" at the Zurich Film Festival Summit, Bill Kramer, the CEO of AMPAS, articulated his perspective on the Academy's bold new direction. He shared the stage with notable figures from the film industry, including filmmaker Kane Parsons, Robbie Brenner from Mattel, and Michael Barker from Sony Pictures Classics, fostering a dialogue about adapting to contemporary media consumption habits. Kramer's participation underscored the Academy's commitment to innovation in an era dominated by digital platforms and social media, directly addressing the evolving landscape of audience engagement.
Kramer elaborated on the Academy's rationale behind transitioning the Oscars to YouTube, noting that the traditional television broadcast on ABC, which has been in place since 1976, no longer serves the organization's expanding global vision as effectively. The new agreement with YouTube is designed to make the Academy Awards accessible to millions more viewers across the globe, offering the ceremony free of charge and translated into 30 different languages. This initiative aims to directly connect with international film enthusiasts and budding artists, broadening the event's reach far beyond its previous limitations.
Addressing queries from Deadline's Andreas Wiseman regarding the potential risks associated with this pioneering broadcast strategy, Kramer firmly stated, "Not at all. It almost feels risky to not do it." He pointed out that the deal, set to commence with the 101st Oscars in 2029, aligns with current trends showing a consistent increase in YouTube's share of the television-watching audience. Kramer also praised the Academy's strong partnership with Disney for the upcoming two years, while expressing enthusiasm for the collaborative discussions already underway with YouTube CEO Neal Mohan and his team, promising a dramatically different and more interactive viewing experience for future ceremonies.
The extensive partnership with YouTube will encompass more than just the main awards show, which historically generated substantial revenue for the Academy. It will also feature a wide array of related content, including red carpet pre-shows, exclusive behind-the-scenes footage, announcements of Oscar nominations, coverage of the Governors Awards (where honorary Oscars and other significant awards are bestowed), the Oscars Nominees Luncheon, the Student Academy Awards, and the Scientific and Technical Awards. Furthermore, the platform will host interviews with Academy members and filmmakers, provide film education programs, and offer podcasts, creating a comprehensive digital hub for all things Oscars.
This strategic move comes as the Oscars have experienced fluctuations in viewership. The 2026 ceremony drew 17.86 million viewers on ABC and Hulu, a decrease of approximately 9 percent from the 19.69 million who tuned in for the 2025 awards, which marked a post-pandemic peak. The 2026 figures represent the smallest audience for the awards since 2022, when 16.68 million people watched. The Zurich Film Festival, where Kramer made these remarks, was held from September 24 to October 4, concluding its 22nd edition amidst significant discussions about the future of cinema and its presentation.
The Academy's leadership believes that leveraging YouTube's expansive platform will enable a deeper, more direct engagement with its audience. This digital pivot is intended to grant the Academy greater autonomy in fostering connections with film lovers and Oscar viewers, especially considering that a larger portion of the awards' audience already resides outside the United States. This innovative approach seeks to harness the power of online media to invigorate and globalize the Oscars' appeal, making it a more inclusive and interactive event for a new generation of cinephiles.
The decision to shift the Oscars broadcast to YouTube signifies a forward-thinking strategy by the Academy to adapt to the contemporary digital landscape. This change aims to expand global viewership, enhance audience engagement through interactive content, and solidify the awards' future relevance in a rapidly evolving media environment. By embracing digital streaming, the Academy hopes to create a more dynamic and accessible experience for film enthusiasts worldwide.
