Film opinion: YouTube deal could future-proof the Oscars
The Academy of Motion Picture Arts and Sciences signed a deal on Thursday that makes YouTube the global exhibitor of its ceremonies, including the Oscars, from 2029.
Those global rights will run through 2033, with U.S. viewers able to enjoy the same coverage via YouTube TV.
Film News Blitz’s Dan Lawrence believes this deal will future-proof the Oscars.
What’s included in the YouTube Oscars deal?
The new deal between the Academy and YouTube will see the online video-sharing platform broadcast the Oscars, plus its red carpet coverage and behind-the-scenes content, as well as the Governors Ball, Oscars Nominations Announcement, the Oscars Nominees Luncheon, the Student Academy Awards, the Scientific and Technical Awards and Academy member and filmmaker interviews.
It’s reported that film education programs, podcasts, and other content are also included in the deal.
What have the major players said about the Oscars/YouTube deal?
YouTube is expected to attract approximately 2 billion global viewers to watch the Oscars for free, and the Academy is welcoming this change.
“We are thrilled to enter into a multifaceted global partnership with YouTube to be the future home of the Oscars and our year-round Academy programming,” said Academy CEO Bill Kramer and Academy President Lynette Howell Taylor.
“The Academy is an international organisation, and this partnership will allow us to expand access to the work of the Academy to the largest worldwide audience possible, which will be beneficial for our Academy members and the film community.
“This collaboration will leverage YouTube’s vast reach and infuse the Oscars and other Academy programming with innovative opportunities for engagement while honouring our legacy.
“We will be able to celebrate cinema, inspire new generations of filmmakers and provide access to our film history on an unprecedented global scale.”
Neal Mohan, CEO of YouTube, added, “The Oscars are one of our essential cultural institutions, honouring excellence in storytelling and artistry.
“Partnering with the Academy to bring this celebration of art and entertainment to viewers all over the world will inspire a new generation of creativity and film lovers while staying true to the Oscars’ storied legacy.”
Why this deal makes sense
For some time, Oscars viewership has been a sorry state of affairs, and its relevance in the United States and global conversation has dwindled as well.
Moreover, it has failed to break itself from the dreary, three-hour slog of awards presentation it has been showcasing for several years.
As well as this, the offering of Oscars content outside of the U.S. needs a shot in the arm, particularly in the UK.
For the past two years, ITV has held broadcast rights to the Oscars in the UK and has squandered that opportunity immensely.
ITV’s offering on Oscars night is nothing short of abysmal, as Jonathan Ross tries desperately to conjure something palatable from a panel of C-list celebrity guests who have no chemistry on kinship, and sometimes lack comprehension of the cinematic arts and artisans nominated.
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Moving to YouTube can change all of that for the better.
Not only does this become a commercial goldmine, ripe for brand activations and advertisement, but it also thrusts the Oscars directly into the younger market that has been driving the box office for the last five years.
Moreover, YouTube is brimming with film content creators, and along with podcasting platforms, is the place where film conversation is happening.
In the ever-changing landscape of the film industry, where the cinematic experience is often in doubt, where creativity is under threat from studio execs, tech-bros and AI, putting the Oscars on YouTube, in the hands of young consumers, is the perfect way to spark the next generation of cinephiles and film creatives.
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