"Last night's Emmys kicked off award season, but despite celebrating television excellence, the live viewership experience of shows like the Emmys is not what it used to be. People no longer sit through three hour long broadcasts when the best moments go viral in just a few seconds. This raises a bigger question: how do these institutions stay relevant in our changing media landscape? The lesson isn't just for Hollywood, it's for leaders, brands, and anyone trying to communicate in 2025."
"The cause? We now live in a culture of clips, our attention is shorter as we've transitioned from transitional media to platforms like Youtube, TikTok, and Instagram reels. The audience no longer has to sit down at a start time of 8PM ET to make sure they are catching all of the best moments live, instead, they can scroll their X and TikTok feeds to see the best moments, and still be in touch with what's happening at these award shows."
"Social Media Viral Moments: A single acceptance speech can do more on TikTok than a whole telecast on TV. Even further, major news platforms have adapted to this new reality and are making it even easier for viewers, by creating round ups of the most viral moments, the major wins, and the most talked about acceptance speeches, not only on their traditional media sites, but on their own social media accounts."
Emmys and other awards shows face declining live viewership as audiences prefer short viral clips and scrolling feeds. Viewers no longer sit for entire telecasts because highlights appear instantly on platforms like TikTok, YouTube, X, and Instagram. Events can reach wider audiences by designing moments specifically for social sharing and by offering on-demand streaming to attract cord-cutting younger viewers. News outlets amplify reach by compiling viral moments and sharing them on their own channels. Brands, leaders, and communicators need to build platform-aware, short-form strategies and multi-platform storytelling to remain relevant in 2025's media landscape.
Read at Forbes
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