Roku data shows younger viewers prefer to stream Oscars
Last weekend’s Oscars show gave viewers a breath of fresh air and a return to semi-normality as Hollywood stars wore maskless red carpet looks at the in-person event . Streaming Originals has scored major wins with Nomadland winning best picture in a competition against big hitters like Judas and the black Messiah, sound of metal, promising young woman, and more. But streaming was not only popular in nominations, it was also one of the favorite ways to watch the show live go down.
Roku data shows that the reach of streaming channels carrying the Oscars at the time of airing increased by 18% from 2020 to 2021. As for audience, households who watched the Oscars streaming were 9% more likely to contain adulthood. 18-49 years old, compared to the traditional linear TV demographic which was 33% more likely to contain an adult over 65.
It appears that Roku viewers who watched the Oscars were also interested in other awards shows this season. According to the data, 36% of Roku Oscar viewers also watched the Grammys while 29% also watched the Golden Globes. But the non-traditional Oscar show, without a host, did not get the full attention of viewers, with 64% of households permanently switching channels during the event. The most common shows viewers returned to were Equalizer (11% of channel changers), The fate of the furious (10.5%), and NCIS: Los Angeles.