Are the Oscars still relevant in 2026?

The 98th Academy Awards, also known as the 2026 Oscars, saw a 9% (nearly 2 million) decline in viewership from last year’s telecast. Held on 15 March at the Dolby Theatre in the US, the awards show drew 17.86 million viewers, according to Nielsen. This compares to last year’s Oscars, which attracted 19.69 million viewers, marking a five-year high.

While viewership declined, the show’s social media performance rose significantly, increasing by 42%, according to The Hollywood Reporter. This translated to more than 181 million impressions during the telecast.

Media intelligence firm Onclusive found that Oscars 2026 generated 68,256 media mentions, 6.1 million social media mentions within 24 hours, and a social reach of 487 million people, making it the single biggest annual moment in entertainment media.

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According to Onclusive, the peak engagement window coincided with the announcements of ‘Best Actor’ and ‘Best Picture’, the two categories carrying the highest dramatic stakes. The most discussed topics during the show included Sinners (53.9%), as Ryan Coogler’s hit earned a record 16 nominations; K-Pop Demon Hunters (13.4%), which won ‘Best Animated Feature’ and ‘Best Original Song’; followed by Timothée Chalamet’s Marty Supreme (6.4%), driven by his ‘Best Actor’ nomination and recent controversy surrounding his comments on opera and ballet.

Other talking points included Hamnet, following Jessie Buckley’s win in the ‘Best Actress’ category, and Paul Thomas Anderson’s One Battle After Another, which secured six wins, including ‘Best Picture’.

Analysis by Onclusive.

Beyond the films and categories, social media users also focused on individuals. Michael B. Jordan (29.2%) drew significant attention, receiving a standing ovation for his ‘Best Actor’ win. His victory was celebrated not only as a personal milestone, but also as a broader recognition of Black artistry and storytelling, said Onclusive.

Timothée Chalamet (5.2%) also became a major talking point. On 21 February, the actor said that “no one cares” about ballet or opera during a Variety and CNN town hall. The backlash was swift, with many perceiving the remarks as dismissive of the performing arts community. Ballerina Misty Copeland and singer Doja Cat were among those who responded.

During host Conan O’Brien’s opening monologue, he referenced the “attacks” from the opera and ballet communities and made a jab at jazz, prompting a visible reaction from Chalamet that was later captured, clipped, and widely shared.

Amy Madigan also stood out, with a 5% share of voice following her surprise win for Weapons. The actress was not the frontrunner for ‘Best Supporting Actress’, and her win sparked a sharp spike in searches, posts, and media coverage, Onclusive added.

Are awards shows losing relevance?

The Oscars 2026 performance mirrors trends seen in earlier awards shows this year. The 2026 Golden Globes, held in February, also recorded a dip in viewership, drawing 8.66 million live and same-day viewers — a 7% decrease from last year’s 9.27 million.

Despite the decline, Paramount reportedly said that online chatter around the Golden Globes reached an all-time high, generating 43 million interactions (up 5% year-on-year). In Asia, the event generated 1.3 million online mentions, according to media intelligence firm CARMA at the time.

The event, dominated by wins for shows such as The Pitt, The Studio, and Adolescence, as well as Chalamet, saw largely positive conversations, with 36.9% positive sentiment compared to 12.8% negative sentiment. Discussions focused on predictions, red carpet fashion, and reactions to winners. Fashion and celebrity style trends proved especially influential, with Jennifer Lawrence, Selena Gomez, and Miley Cyrus dominating social chatter, CARMA added.

Politics and social issues also featured prominently, with mentions of anti-ICE pins worn by Mark Ruffalo and Ariana Grande, alongside tributes to Renee Good, highlighting how current events intersect with entertainment and shape audience engagement.

Ad demand surges despite ratings decline

Ahead of the awards, Disney Advertising sold out its inventory, marking the sixth consecutive major live tentpole sell-out for the company. This includes the 97th Oscars, the 59th Annual CMA Awards, and Dick Clark’s New Year’s Rockin’ Eve with Ryan Seacrest.

In a statement, the entertainment giant said demand began shortly after last year’s broadcast.

“Live continues to be one of the most powerful ways for brands to connect with engaged audiences at scale, and the Oscars represent the very best of culture, creativity, and community,” said John Campbell, SVP, entertainment and streaming solutions, Disney Advertising.

“We’ve reimagined the show's impact for brands far beyond a single night –creating a connected, multi-platform experience that delivers real cultural connection and measurable results," added Campbell.

The company added that its “Content Everywhere” strategy enables brands to extend beyond the show into a multi-day, multi-platform presence. Brands on board include Mazda, Pfizer, and Volkswagen.

This year’s Oscars featured Proud Sponsors such as Rolex, in its ninth year, and first-time sponsor Burger King. Other advertisers included Disney Cruise Line, Dunkin’, Eli Lilly and Company, Eucerin, Intuit TurboTax, L’Oréal, McDonald’s, Microsoft, Miebo, Paris Baguette, Peacock, Starbucks, State Farm, Toyota, and Verizon.

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