Forget “Who are you wearing?” In 2018, the burning Oscars question is…“How are you watching?”
Adtaxi, one of the country’s fastest growing digital marketing agencies, today unveiled the findings of its national Streaming the Oscars survey, an in-depth look at how audiences nationwide will be viewing—and engaging with—this year’s awards shows, including the Academy Awards on March 4.
“With this data, we are gaining a better understanding of the way America’s viewing habits are evolving. Awards shows—and especially the Oscars, which is the number one most-watched—bring the nation together to experience one common event, and we are seeing a significant shift in how Americans consume and engage with this type of content,” said Adtaxi Executive Vice President Chris Loretto, who is based in Los Angeles.
The survey revealed that awards show viewership via streaming services is expected to increase 28% from last year as audiences shift away from watching via traditional television. Of those watching via traditional television or cable, a majority (59%) will be using secondary channels to consume related content—from social media platforms to entertainment websites and apps.
Among the survey’s findings:
• A majority of respondents (53%) reported they will tune into upcoming awards shows such as the Oscars.
• Women are 41% more likely to watch/listen to awards shows compared to men.
• 41% of respondents will use additional media platforms, such as social media and entertainment websites, to consume awards show-related content while they watch. Most of these individuals (77%) will engage with social media.
• 68% of 18- to 29-year-olds will use additional media platforms during this year’s awards shows—more than any other age group surveyed.
• Women are 34% more likely to use additional media platforms during awards shows than men.
“More consumers than ever before are streaming popular television events digitally, and an even larger population is engaging with additional media sources while they watch,” Loretto said. “This means with a strategic, targeted, multi-platform approach, digital advertisers have greater opportunities to capitalize on these programs to reach key audiences with relevant content. Not to mention, viewers are afforded more control and flexibility to watch when they want, how they want.”
The Oscars survey results follow up Adtaxi’s recently released data on the Super Bowl and general consumer streaming trends, which demonstrated that a vast majority of respondents (74%)—particularly those between the ages of 18 and 29 (96%)—now use streaming services. In fact, 55 percent of 18- to 29-year-olds stream at least half of their TV programming, and a majority (56%) of consumers reported moving toward streaming services because they want to watch on their own schedule.
The study was conducted online using Survey Monkey. One thousand participants were polled, spanning across the United States. The demographic of those polled represented a broad range in household income, geographic location, age and gender.