Let's Talk About the Elephant [Award Shows]
By: Bobbie Wright
Edited by: Emily Quintanilla
Raise your hand if . . . you can’t remember the last televised award show you watched to completion. The world’s biggest entertainment ceremonies have been performing a slow death march in plain sight, and, ironically, no one is surprised. So, put on your finest blacks, cue the violins, and let’s chat about the elephant in the room.
The Decline
This year, the Grammys saw a stark decline in viewership, going from 16.9 million viewers in 2025 to 14.1 million in 2026. One Forbes article claims, “the Golden Globes, Emmys, American Music Awards and Billboard Music Awards have all averaged record low audiences. For the Oscars, Critics Choice Awards and SAG Awards, the last two telecasts have been the lowest to date.”
How exactly did these prestigious ceremonies become so lackluster? Are these traditional ceremonies simply becoming too dated for younger generations? Is social media to blame? Many would blame dwindling attention spans, but we know it’s more than that; declining ratings are an issue of relevancy rather than how long we are willing to tune in.
Vogue writer Michelle Ruiz seems to think the answer lies in the creators themselves, calling the ceremonies “old Hollywood institutions” in a 2019 article. Simply put, the success of these ceremonies is dependent on what content viewers consider worthy of their time and attention. Out-of-touch, wealthy showrunners might not cut it for today’s audiences. Ruiz highlights this modern perspective, asking, “Does anyone really rely on awards shows to tell us what's good or worthy of our attention anymore—especially when the governing boards behind said awards shows are overwhelmingly white and male?
I loved A Star Is Born and BlacKkKlansman—I don't much care if the Globes did, too.” Sound familiar?
Most of us couldn’t care less what old Hollywood has to say about our favorite movie of the year, some already dubbing Sinners (2025) the Best Picture winner by popularity alone. But does that mean who the Academy crowns the winner does not matter? Of course not. Despite the winners in our hearts, industry accolades do serve a major purpose.
Glorified popularity contest or nah?
Whether we average viewers like it or not, awards ceremonies are more than a popularity contest; they all set a precedent for the future of global media. Is that not why we argue every year over which productions/albums/scores are the most deserving? Each win will directly influence which new projects Hollywood will greenlight, turning underrated directors like Ryan Coogler into overnight celebrities and encouraging studio executives to invest in diverse media. Not to mention, behind the scenes, unsung heroes like costume designers and background vocalists will go on to amass more opportunities than they could ever dream. Certainly more opportunities than the “losers” of said categories.
An out-of-touch extravaganza? Yes.
Still, Ruiz has a point. Now, more than ever, we simply aren’t relying on Hollywood to tell us what peak art is any longer. We turn to our peers—our favorite YouTubers, that film enthusiast friend, literally anyone else—when considering the best media projects of the year, rather than a group of faceless Academy voters headed toward retirement themselves. And, let's be honest, tuning into award ceremonies was never about what those nameless individuals deem worthy. Tuning into award shows was fun because we got to see our favorite celebrities—taking a peek into their lives, the latest fashions, and who was on whose arm.
The truth is, celebrity culture is irrevocably tied to how well award shows perform. And, more often than not, celebrities are available to see on Instagram or TikTok every five business days. So then, what’s so special about seeing them grace a red carpet for a couple of hours? Especially when scrolling to the next video means seeing the reality of deserving, struggling artists.
That said, it could be the out-of-touch nature of celebrities that leaves viewers with a bad taste in their mouth. Who wants to see the same celebrity win Album of the Year for the sixth year in a row when we could be using high-profile award shows to celebrate independent artists instead? Celebrate those who are shunned out of high places for proudly screaming “FREE PALESTINE.”
A hopeful future!
For those of us who have been watching award shows for decades, their extinction is far from what we truly want. We simply desire to support ceremonies that feel real. It may be worth it for showrunners to invest in fresh branding, leaving behind old Hollywood traditions and unveiling a new way of selecting nominees. Let’s not forget about the trending hashtag in lieu of the 2015 Oscars: #OscarsSoWhite.
Considering the changing landscape of viewership, can the award industry reshape itself to meet current demands? Well, that’s TBD. As for now, award shows aren’t dead yet. Showrunners are attempting to fight back, inviting favored micro-influencers, while smartly investing in TikTok coverage to highlight underwatched moments.
According to Variety Magazine, the Emmys stood out by achieving a four-year record high in ratings in 2025. This upsurge comes after the award show partnered with streaming services like Paramount+ to widen its reach. Similarly, the Oscars announced they will be moving to YouTube for the next five years. Seems like a step in the right direction, right? Though earning our attention is about more than reach, it’s about embracing change—reshaping old voting systems, making space for independent artists, and passing the torch.
So, while these studios figure out how to win us over, we will continue hoping for the best, expecting the worst, and catching the highlights on Mondays. Meanwhile, artists will continue to do what they do best in polarizing times—create unforgettable art.
Sources
The Awards Show Is Dying a Slow and Painful Death | Vogue
Emmys 2025 Ratings: 7.4 Million Viewers, Best Since 2021
Grammys Audience Down For Second Consecutive Year On CBS
The Ratings Are in For The 2026 Grammy Awards Show
Q&A: The Oscars are moving to YouTube. What does that mean for the future of awards shows?