MTV understood something fundamental: You don’t grow old with your audience — you pick your target demo and evolve to meet them where they are. If you don’t, you fade into irrelevance.
Of course, even MTV couldn’t escape the march of time. The internet transformed music video consumption, but for decades, MTV wasn’t just a channel — it was the epicenter of pop culture. When it reinvented itself, audiences adjusted. Change wasn’t the problem; stagnation was.
Which brings me to the last night’s Oscars and the question of whether I watched it or not…
I live and work in an industry built around inspiration. Every artistic work worth its salt started with someone being moved to the point that they had to create something from it.
To me, it does feel like our state of the union on what we’ve accomplished in the past year and the challenges we will face in the coming years. It’s an emotionally charged showcase of the best talent in the business, and there are always a few moments that stick with you, that make you stop and reflect.
And yet, the Oscars are losing their audience.
Not because movies aren’t important anymore, but because the way people engage with entertainment has changed. The Academy still acts as if the Oscars are a must-watch cultural event, but that era is long gone.
Today’s audiences don’t operate like they used to. They live in an on-demand culture. They watch what they want, when they want, on the platform of their choice. If it’s not easily accessible, they move on. That’s why distribution is king. Content alone isn’t enough — it needs to be where people already are.
Imagine if, in the weeks leading up to the Oscars, every nominated film was available for free on streaming. Not for an outrageous $20 fee. Suddenly, people might actually watch them. Not because they were told to care, but because it was easy. The problem isn’t that today’s movies are bad — it’s that most people haven’t seen them.
So how do we fix it?
First, the Oscars need to meet audiences where they are. That means embracing streaming, not just for the films themselves but for the ceremony. Offer multiple ways to engage — live broadcasts, interactive experiences, behind-the-scenes content. Make it easy, make it fun, and, most importantly, make it accessible.
Second, the Academy needs to rethink how it presents the show. Instead of a bloated telecast, why not break it up? Turn it into a multi-platform event spread out over a week. Spotlight different categories with short, engaging digital segments leading up to the main event. Build anticipation instead of asking viewers to commit to three hours all at once.
And, thirdly, if fashion and spectacle are the draw, lean into it. Bring in influencers from TikTok, YouTube, and Instagram to cover the red carpet in a way that actually excites younger audiences. Feature interactive voting, live reactions, and real-time engagement. The Oscars don’t have to be a relic — they can be a cultural event again.
Because here’s the thing: Movies aren’t dying. Storytelling is thriving. The appetite for great content is bigger than ever. But the Oscars have failed to evolve with the way people consume entertainment.
I used to care. I used to love the Oscars. But now? If I want to watch something at home — and I watch everything at home — it’s not going to be a drawn-out, self-congratulatory ceremony. It’s going to be a series, something I can invest in on my terms. Long-form entertainment isn’t the problem — people binge-watch for entire weekends. The issue is that the Oscars don’t hold attention. They haven’t earned it.
And that’s the key: In today’s world, attention isn’t given — it’s earned.
The Academy doesn’t have an audience problem. It has a relevance problem.
But relevance isn’t impossible to reclaim. The Oscars can adapt, modernize, and thrive. Just like our business can… I am going to stay positive….. It just takes a willingness to embrace the present instead of clinging to the past.
The future of the industry is bright — if we let it be. Maybe I will watch next year.
