Digital First: The Academy’s Strategy for a Younger Audience

The 98th Academy Awards are leaning into a digital-first strategy to sustain the viewership growth seen over the last two years. With ratings rising among the 18-to-49 demographic, the Academy is doubling down on its presence on platforms like Hulu and YouTube. CEO Bill Kramer noted that young people are “watching the show in ways we’ve not seen before,” necessitating a shift in how the broadcast is designed.
President Lynette Howell Taylor, who previously produced the 92nd Oscars, understands the need for “viral moments” that feel authentic. Last year’s late-addition opener with Cynthia Erivo and Ariana Grande served as a blueprint for the type of high-energy segments planned for 2026. The goal is to create a “spectacular” show that works just as well on a smartphone screen as it does on a 4K television.
The ceremony will feature a major tribute to industry icons we lost, including Malcolm-Jamal Warner and Val Kilmer. Producers have planned a “robust and beautiful” In Memoriam that they hope will avoid being overshadowed by the show’s brisk pace. An extended digital version will be available online for fans who want a deeper look at the lives and careers of the deceased.
Efficiency is a major theme for the 98th Oscars, with the production design team focusing on a layout that minimizes transition times. Despite the inclusion of a new Casting award, the Academy is sticking to its goal of a three-and-a-half-hour broadcast. This disciplined approach is designed to prevent the “watching paint dry” feeling that has plagued longer awards shows in the past.
The Academy’s long-term future is tied to a 2029 move to YouTube, a platform with a global reach of billions. This move is intended to turn the Oscars into a year-round brand that offers educational and museum programming beyond the awards. By digitizing their archives through Google Arts and Culture, the Academy is preparing to become the ultimate global authority on cinema history.