This year's major award shows drew record streaming numbers as platforms invested heavily in live, multi-angle broadcasts and real-time audience interaction features.
Executives say live event programming has become a key driver of new subscriptions, particularly among younger viewers who rarely tune into traditional broadcast television.
The shift has also changed how nominees and sponsors approach the shows, with red carpet moments increasingly designed for short-form social clips.
Competition for live rights is expected to intensify heading into next year's award season.
