Observed Signal · Jan 9, 2026 · Partnership · Source: OnlineMarketing.de · Impact: 3/5 · Sentiment: Neutral
Oscars to stream exclusively on YouTube from 2029
After the 100th Oscars, the ceremony will move to YouTube starting in 2029 with exclusive worldwide streaming on the platform. The five-year rights deal runs through 2033 and covers the main ceremony as well as the Governors Awards and the Student Academy Awards. ABC will cease broadcasting the Oscars after the 100th ceremony due to stalled talks and declining linear-viewership, with Netflix and Amazon Prime Video previously cited as streaming alternatives. YouTube CEO Neal Mohan describes the deal as expanding reach to a new generation of film fans globally, while YouTube markets itself as a TV replacement for live events. Financial terms were not disclosed. The move underscores a broader shift of film culture and audience engagement toward social/entertainment platforms over traditional TV.
Significant distribution rights deal between a major platform and a film academy; shifts Oscars distribution away from linear TV.
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Key Takeaways & Evidence Grounding
- Oscars will be streamed exclusively on YouTube from 2029.
- The streaming rights deal is five years, through 2033.
- Governors Awards and the Student Academy Awards will also stream on YouTube.
- ABC will end its Oscar broadcasting rights after the 100th ceremony due to stalled talks and declining viewership.
- Financial terms of the deal were not disclosed.
Connected Companies & Entities
2 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Prime Video Wins Global Emmy Awards Rights
Prime Video has acquired the global streaming rights to the Emmy Awards in a six-year agreement with the Television Academy, marking the first time the ceremony will have a dedicated home. Starting in 2027, the Emmys will be streamed live for free in over 240 countries and territories, with no subscription required, including for non-Prime members. The deal reportedly worth $15 million per year exceeds the previous 'Wheel Deal' rotation among ABC, CBS, Fox, and NBC, which paid $8-10 million annually for U.S. rights. This move follows a broader trend of awards shows migrating to streaming, such as the Oscars moving to YouTube in 2029 and Netflix streaming the SAG Awards since 2024. Prime Video aims to transform the Emmys into a year-round cultural celebration.
Oscars Viewership Drops to 17.86 Million Despite Ad Success
Nielsen reported the 98th Oscars drew 17.86 million national live+same day viewers, a decline of about 2 million from last year’s 19.69 million. The telecast aired on ABC and streamed live on Hulu; it posted a 3.92 rating among Adults 18-49 versus last year’s 4.54. Disney called the show the No. 1 primetime entertainment telecast of the 2025–2026 season and said social impressions rose more than 42% year-over-year to over 184 million. The broadcast returned host Conan O’Brien and saw major winners including Paul Thomas Anderson’s One Battle After Another (six Oscars) and Michael B. Jordan (Best Actor) for Sinners; Autumn Durald Arkapaw became the first woman to win the cinematography award. Despite lower linear viewers, Disney reported an Oscars ad sellout with 30-second spot pricing between $1.7M and $2.3M and said pricing rose double-digit percent versus the prior year.
Disney's Oscars Ad Slots Sell Out Amid Price Surge
Disney Advertising announced it has sold out ad inventory for the 98th Academy Awards, citing strong marketplace demand that began after last year’s broadcast. The company reported double-digit percentage growth in ad rates year-over-year; 30-second spot pricing for the 2025 Oscars ranged from $1.7 million to $2.3 million compared with $1.7 million to $2.2 million in 2024. Disney said total advertisers increased, with 18 returning sponsors and 24 new sponsors. The company highlighted its “Content Everywhere” strategy and multi-platform activation opportunities (including tools like TikTok Pulse Premiere) as drivers of demand. The broadcast will air from the Dolby Theatre at Ovation Hollywood across ABC and Hulu on March 15.
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