Oscars, Golden Globes drive streaming activity amid controversy

Though the Oscars and the Golden Globes aired with their lowest-to-date audience this year, significant spikes in streaming activity for nominees and winners were observed via Reelgood’s panel of 2M+ monthly users in the United States.

The company took a look at the nominated movies and TV shows that were available via SVOD platforms and analyzed how great an effect the award shows had on each title’s viewership (i.e how much more streams and engagement did X movie/TV show garner after getting nominated, having won vs. its daily average).

For movies, they chose ones that were a.) nominated for both a Golden Globe and an Oscar so they could compare the lift in viewership after each award show, and b.) was available via any SVOD service like Netflix, Hulu, HBO Max, etc. 

Reelgood found that Nomadland, having won the most Oscars this year (and all the PR that comes with that achievement) saw 4.1x more streams the day after director Chloé Zhao and actress/producer Frances McDormand’s historic Oscar wins.

Mank, meanwhile, enjoyed a much stronger boost in viewing after news of its 10 Oscar nominations broke compared to when it actually won two of those noms.

For TV, the team looked at the lift for shows that were not as popular as the biggest nominated series such as Schitt’s Creek, The Queen’s Gambit, and The Crown.

Data show that I Know This Much Is True and Small Axe saw the biggest increase in streaming a day after each won a Golden Globe. Ted Lasso, which earned Apple TV+ its first-ever Golden Globe (Jason Sudeikis won ‘Best Actor in a TV Series, Musical or Comedy’) also saw 2.1x its typical daily streams the day after.

Finally the controversial Emily in Paris from Netflix, despite not winning in the end, also got a significant rise in viewership on the days leading up to as well as after the Golden Globes.

Which movie and TV show nominees have you watched so far? Let us know in the comments below!