For decades, award ceremonies have been regarded as some of the most prestigious and glamorous TV events, widely watched by millions of people across the world who vicariously indulge in the glitz and grandeur. However, in recent years it feels as if these once iconic events have been struggling to maintain their relevance, with falling TV ratings, and growing disinterest from much of the public. But have we fully outgrown the esteemed hype of award season as we know it today? And can these ceremonies evolve with the changing cultural landscape to create tv events which better engage with an emerging generation of viewers?

Last year only 19.5 million viewers tuned in to watch the Oppenheimer win Best Picture, and while this represented a 4% increase from 2023, it’s still far less than during its height in 1998, when Titanic dominated the season and drew in an audience of over 55 million. The same trend has also affected the BAFTAs, which pulled in a historically low 3 million viewers a couple weeks ago, as well the Golden Globes, with record-low rating, and the Grammys which had a 9% drop in viewership from last year. 

These ratings are the culmination of several factors, including shifting generational attitudes, with the majority of those who watched the 96th Academy Awards last year being 55 years or older, as viewers between the ages of 18 to 35 accounted for only around 11% of total viewership in the US. It’s no surprise that these TV events are struggling to engage with younger audiences who often opt to watch highlight clips on social media from these events, instead of the full over three-hour broadcast – often drawing attention away from the winners or the celebration of artistry, to focus on ‘viral’ moments.

Then there’s the feeling of social disconnect. Although these ceremonies were once an escapist experience for viewers, who could live vicariously through the glittering celebrated stars wearing designer gowns and diamond necklaces; in a time of increasing financial inequality and economic hardship, this display of extreme wealth can appear increasingly tone deaf. Just look at the reaction to last year’s Met Gala, with many criticising the stars attending this lavish event for being out of touch. Celebrities wore outfits worth thousands on the red carpet, as a mob of protestors formed nearby. It feels as if much of the public are becoming increasingly disillusioned by celebrity, fed by the growing numbers of scandal and general insensitivity, which could be reflected in the heightened lack of interest in award shows. 

Still these same celebrities—as well as the ceremonies themselves—are also being critiqued for being too political, with these events frequently dominated by preachy speeches and seemingly performative actions. If the 2024 US presidential election has taught us anything, it is that celebrity endorsement, at least in the political context, is far less impactful as previously imagined, in many cases carrying a negative impact. Charli XCX tweeting “Kamala is brat”, Taylor Swift describing Harris as someone who “fights for the rights and causes I believe” and the countless Hollywood actors supporting the Democratic candidate, although well intentioned, did not deliver the election changing results many predicted.  

During this year’s Golden Globes, the first big ceremony, after Trump won the presidential election, it came as little surprise that mention of President Trump was few and far between. Although the host Nikki Glaser told the stars in the room that they “can do anything, except tell the country who to vote for,” in reference to Harris’s failed celebrity endorsement campaign, the winning speeches mostly shied away from politics. Could this mean that these celebrities are reacting to the public’s increased apathy towards their affiliations, by shifting away from predictably political speeches, towards a focus on the craft itself? 

This includes speeches from director of the The Brutalist, Brady Corbet, who called for studios to give final cut to filmmakers, and best actress winner Demi Moore addressing her history of being underestimated, attempting to prove wrong the unnamed executives who considered her “a popcorn actress.”  Like Timothée Chalamet, who whilst accepting his award for best actor for A Complete Unknown, made a surprising declaration. Instead of simply thanking his family, agent or God, or making a dig at the President, the 29-year-old actor stated that he’s “really in pursuit of greatness.” “I’m inspired by the greats,” he continued “I’m inspired by the greats here tonight. I’m as inspired by Daniel Day-Lewis, Marlon Brando and Viola Davis as I am by Michael Jordan and Michael Phelps. And I wanna be up there.” A refreshing and honest take on the motivation behind his work, which with his mentioning of not just actors but athletes, was mostly well received by viewers. Because although few will succeed, surely the quest of “greatness” is something we can all relate to.

However, this isn’t to say that this award seasons has been completely usurped by political apathy; most notably Jane Fonda, whilst accepting her Lifetime Achievement award at the SAG awards, gave a rousing speech of political resistance, bringing attention to the importance of unions, the power of workers and explained that “woke just means you give a damn about other people.” However, this over 8-minute-long speech, during which she also called for empathy across partisan lines, was made by a veteran of social activism, whose eloquence and legacy of civil disobedience is uniquely astounding. 

The discourse around the Academy’s failure to embrace diversity has also intensified. In 2015 the #OscarsSoWhite campaign brought attention to the awards’ failure to nominate a single person of colour out of the 20 actors nominated that year. Following this major controversy the Oscars attempted to make the awards more diverse, by inviting hundreds of new members each year, to increase cultural inclusivity. Then in 2024 implemented new rules for films eligible for nomination, which focused on pushing representation both in front and behind the camera. The Academy has also recently awarded international cinema in mainstream categories, as Parasite made Oscars history, as the first non-English language film to win best picture in 2020- leading the way for last year’s best picture category nominees to include several foreign language films.

However, although there has been some progress, the Academy of Motion Pictures remains overwhelmingly male and white, so this conscious effort towards greater inclusivity still has a long way to go. If this movement continues, it could encourage more people to tune into the ceremony as the awards will better reflect the viewing demographic. 

Still, hopefully this shift towards more diversity will be the key to help these ceremonies remain at the forefront of cultural relevance and encourage younger generations to watch the shows live. Because in the end, during such times of political and social division surely celebrating art and creativity should be more integral than ever. These award shows can help provide a distraction for viewers living in an increasingly partisan world, bringing people together with a shared love for cinema and the arts.

Main Image: Anora’s Mikey Madison and Sean Baker from our Issue 9 shoot.