Oscars 2026: Declining Ratings, Rising Social Media Engagement Signal a Shift in How We Consume Hollywood

The 98th Academy Awards, hosted by Conan O’Brien, saw a 9% dip in television viewership, attracting approximately 18 million viewers – a four-year low according to ABC7. Despite the decline in traditional viewership, social media engagement surrounding the event surged, increasing by 42% to over 181 million impressions, as reported by ABC. This shift highlights a changing landscape in how audiences interact with Hollywood’s biggest night.

Key Wins of the Evening

“One Battle After Another” took home the coveted Best Picture award, with director Paul Thomas Anderson similarly winning Best Director as detailed by ABC News. Michael B. Jordan was recognized as Best Actor for his performance in “Sinners,” while Jessie Buckley earned the Best Actress Oscar for “Hamnet.” Amy Madigan secured the Best Supporting Actress award for “Weapons,” and Sean Penn won Best Supporting Actor for his role in “One Battle After Another.”

A New Category: Best Achievement in Casting

The 98th Academy Awards introduced a new competitive category: Best Achievement in Casting, which was awarded to “One Battle After Another.” This marks the first new category added by the Academy since Best Animated Feature in 2001 .

The Rise of Social Media and the Changing Consumption of Content

While television ratings declined, online platforms experienced a significant increase in engagement. YouTube reported over three billion views of Oscar-related content in the past year. This suggests that audiences are increasingly turning to social media for curated snippets, commentary, and reactions to events like the Oscars, rather than watching the full broadcast.

Hollywood’s Diminishing Cultural Significance?

The 2025 Nostradamus report, published by Sweden’s Göteborg Film Festival, suggests that “Hollywood itself may be losing significance as a cultural idea.” The report attributes this to shifting political realities and the rise of storytelling from diverse global voices . The success of international films like the 2020 Best Picture winner “Parasite” and the global phenomenon “Squid Games” demonstrate a growing appetite for narratives beyond the traditional “American dream.” “Golden” from KPop Demon Hunters also won Best Original Song at this year’s Oscars.

The Decline of the Hollywood A-Lister

The traditional image of the “Hollywood A-Lister” – the highly publicized and seemingly unattainable celebrity – is losing its relevance. Audiences are increasingly drawn to authenticity and relatable stories, rather than the manufactured glamour of the past.

The Power of Culturally Resonant Storytelling

Films like “Crazy Rich Asians” (2018) and “Barbie” (2023) have demonstrated the power of culturally resonant storytelling. “Crazy Rich Asians” grossed $238 million worldwide on a $30 million budget, while “Barbie” achieved a staggering $1.4 billion at the box office. Ryan Coogler’s “Sinners” also performed well, grossing $369 million globally and winning four Oscars, including a historic win for Autumn Durald Arkapaw as the first female to win Best Cinematography in 98 years.

The Importance of Fandom and Parasocial Relationships

Artists like Taylor Swift and BTS have successfully cultivated strong parasocial relationships with their fans, fostering a sense of community and belonging. Taylor Swift’s use of Easter eggs and the Eras Tour’s unique fan traditions, and BTS’s coordinated fandom strategies, demonstrate the power of engaging directly with audiences. The Cambridge Dictionary named “parasocial” its 2025 Word of the Year, highlighting the cultural relevance of these one-sided emotional bonds.

As Kimberly S Reed stated in Rolling Stone, “People are not choosing where to function, where to spend or what to support based on hierarchy, tradition or reputation anymore. They are choosing based on one fundamental question: ‘Do I sense like I belong here?’”