The 2024 Awards Season went off with a bang, and social media is buzzing with red carpet moments, acceptance speeches, audience reactions, and of course— some criticism.
That’s the best part about social coverage, isn’t it? You get to see the highlights while also engaging with other viewers as a culture.
Now, the Tubular team is dishing the inside scoop on how social audiences are lamenting the 2024 award show season. But before we get into the nitty gritty, let’s get the birds eye view of award show performance across social platforms:
- The number of uploads for award show content peaks on the first day after the live show.
- Engagements & views peak two days after the show and then taper off.
Takeaway: Act fast! To catch the wave, upload your award show content the night of & the following day to maximize views and engagement.
Now, let’s dig deeper into the award shows that made history in 2024…
March 10th: The Oscars
The 2024 Oscars, hosted by Jimmy Kimmel, reported the highest show ratings in four years boasting massive blockbusters like Barbie and Oppenheimer.
ON STAGE ANTICS & FIRST TIME WINNERS
Kimmel poked fun at A-listers in the audience and even read a live tweet from Donald Trump whilst on stage. In the tweet, Trump wrote, “has there ever been a worse host than Jimmy Kimmel at the Oscars?” The whole crowd roared laughing at the live review from the former president.
WWE wrestler turned actor, John Cena, also made a scene when he presented the award for Best Costume Design seemingly naked. The #1 most viewed Facebook video within the first day of posting garnered 14.2M views was posted by Fandango and featured Cena’s bit.
Robert Downey Jr., who finally won the prestigious award, wasn’t the only first-time Oscar winner this year. Cillian Murphy won his first Best Actor for his role in Oppenheimer and Emma Stone won Best Actress for Poor Things.
BARBIE & KEN (AGAIN!)
It may be 2024, but you can’t get rid of The Year of Barbie so fast! Much of the night celebrated the pink-tastic world created by Margot Robbie and Gretta Thornberg. Ken, played by Ryan Gosling took to the stage in a bedazzled suit to perform “I’m Just Ken”, while Billie Eilish won best original song (again) for “What Was I Made For”.
Marketing Brew declared Gosling brought the Oscars back, as Sunday’s award show “drew a reported 19.5 million views, the biggest audience of any award show since before lockdown”.
The top social video with the most views after 1 day of being posted (V1) is Gosling’s full-performance of “I’m Just Ken” on TikTok:
RED CARPET
We can’t talk about the Oscars without talking about the fashion and red-carpet moments.
6 of the Top 20 Oscars videos posted in the first 24 hours after the show featured red carpet moments and several #glambot features.
This award season’s Glambot shots have been featuring many social media creators who are infiltrating A-list Hollywood events. For example, mega-influencer @Haleyybaylee, Kristy Sarah, Liza Koshy, and Monet Michael hit the star-studded red carpet and racked up millions of social media views.
THE ACADEMY LEVERAGES SOCIAL
We would like to applaud the Academy for using social media technology to make major events like these more accessible to those with disabilities. This year, they live streamed an ASL (American Sign Language) show on YouTube to allow the hearing impaired to enjoy the show as well. This live stream garnered 1.5M views in the first 24 hours after posting.
February 4th: The Oscars
Looking for our Grammys recap? Read the feature blog here.
January 7th: Golden Globe Awards
RED CARPET
Social creators rub elbows with A-list celebs on the red carpet.
In years past, traditional media publishers repurposed TV interviews for social media content. This year, we’re seeing a major bump in social-first content led by some of social’s favorite influencers.
- Matt Friend performed his spot-on celebrity impressions while conducting interviews
- Julian Shapiro-Barnum, host of “Recess Therapy”, was accompanied by seven-year-olds, Amina and Avery, to interview celebs on the carpet
The “Recess Therapy” red Golden Globes carpet series has garnered +17M views on TikTok with the most engaged video being their interview with Jeremy Allen White, who won later in the night for his role in The Bear.
The 34 second clip, which was posted 2 days after the event, has over 4.7M views and 730k engagements so far.
HOST
Jo Koy hosted the Golden Globes for the first time and received mixed reviews from both fans and stars.
Many people took to social media to critique Koy’s insensitive jokes and the fact that he blamed his writers for their poor reception on stage (more on this later when we break down the Critic’s Choice Awards). Social videos feature pans to audience members wearing blank stares and awkward reactions during his opening speech.
Most notably, Koy’s comments about Barbie outraged fans around the globe. This creator’s TikTok, showing stars reactions to some of his poor joke, amassed 8.5M views and 655k engagements.
Might not have been the best idea to make questionable jokes about a movie that touched and empowered so many people this year! Moreover, he seemed to pit Barbie against Oppenheimer, while Tubular data proved that these two movies were actually working in tandem to build anticipation and get movie-goers into theaters. But lucky for Koy, social audiences were more focused on other show moments…
SHOW HIGHLIGHTS
The #1 both Engaged and Viewed Video on social media around the Globes features Oppenheimer star Cillian Murphy’s acceptance speech.
This video, posted by a Cillian fan account, is the only acceptance speech of the night to crack the Top 50 engaged videos across platforms.
LIP READING & SOCIAL PARODY
Show highlights are always popular following award shows — but we know on thing about social audiences, it’s that they love to poke fun at and play off of produced content.
One way that audiences parody celeb-moments is through lip reading and comical voice overs. We’ve seen this in the past, but this took over Golden Globe social coverage.
What exactly was Selena Gomez whispering to Taylor Swift?
With 1.5M engagements on TikTok, the video became the second most engaged Golden Globes video. Fans are weighing in on what the two stars were gossiping about. While audiences speculated what the starlets were saying, rumors have swirled out of control.
This occurrence shows us how the social media rumor-mill can quickly spin mere speculation into factual stories.
Timothee Chalamet and Kylie Jenner attend together and share a sweet moment during a commercial break.
Did we see them say “I love you”? This parody video by creator Hi Josh was the top viewed Facebook video about the Golden Globes.
One thing about the social media generations? They sure love to laugh.
January 14th: Critics Choice Awards
HOST
Chelsea Handler (who previously dated Golden Globes host Jo Koy) proved to be more successful— both on the stage and on social media.
She picked up social traction from taking a stab at her ex when he blamed his writers for the majority of his bombed jokes at the Golden Globes. When the audience laughed at one of her remarks Handler says, “thank you for laughing at that, my writers wrote it”.
SHOW HIGHLIGHTS
There was no contest around what CCA moment went most viral— it was literally just Ken.
TikTok’s Top 5 most viewed videos about the CCAs all featured Ryan Gosling’s confusion when the announcers present him an award for his song from the Barbie movie, “I’m Just Ken”.
In the #1 viewed social video (with over 13.9M views on TikTok so far) you can see Gosling’s surprise after hearing the presenters call his name.
Another top moment from the CCAs featured America Ferrera’s touching speech about Latina representation in Hollywood after winning the “SeeHer” award. Just like her iconic speech in Barbie, Ferrera left audiences inspired and teary eyed.
RED CARPET
Red Carpet fashion is a popular award show category, but this time, social audiences favored someone who didn’t take the glitz and the glam too seriously.
The top viewed red carpet video from the CCAs has 2.7M views on TikTok and features a surprising contender, Will Ferrell, who jokes that he is wearing Sears as he makes his way past paparazzi.
January 15th: The Emmys
The Emmys ceremony was actually delayed by four months due to the Hollywood strikes which ultimately shut down the industry and shuffled calendars. Regaurdless, audiences were still just as excited to see their favorite television shows take home prizes.
HOST & SET
Anthony Anderson from Black-ish hosted the Emmys, alongside his mother who was brought into multiple bits.
The primetime television awards ceremony commemorated iconic shoes from the past by rebuilding their sets and featuring beloved cast members to present the awards. This created an unforgettable feeling of nostalgia which has been resonating with social audiences over the past year. One notable moment stemmed from the Grey’s Anatomy cast standing in an operating room set, presenting an Emmy Award.
Along with the sets from shows past, the Fox network also paid homage throughout the show to the great Dr. Martin Luther King Jr. on his birthday.
SHOW HIGHLIGHTS
The #1 most viewed video from the Emmys is the”In Memoriam” tribute to those in Hollywood who lost their lives in 2023—including the beloved Matthew Perry who played Chandler in Friends.
Perry passed away in October, and the aftermath of news coverage and social response quickly made the late actor one of the most talked-about people of 2023. In our 2023 In Review, our partners at Chartbeat uncovered that an article Perry’s death was the #1 most engaged news article of last year.
The #1 most engaged video from the CCAs features the touching acceptance speech from actress Storm Reid who won an award for her guest star role in The Last of Us. The young actress gives thanks to the many people who support her, but most importantly, her mom who is shown crying in the audience.
Another notable Emmy moment includes presenter, Christina Applegate who took the stage with a cane due to her MS. While many might have felt sorry to see such a young, vivacious woman in poor health, Applegate made several jokes poking at her disease, the Ozempic weight loss drug, and her first acting role as an infant on Days of our Lives. Needless to say, she received a well-deserved standing ovation.
RED CARPET
Three of the Top Ten most viewed social videos about the Emmys featured Selena Gomez and her new beau, Benny Blanco.
It’s safe to say that social media audiences are loving Selena attending all the award shows this season, with her nominations for the hit series, Only Murders in the Building.
Three down, and many more to go!
So far, we’ve seen humor permeating throughout social, along with heart-warming moments and nostalgia from the past. That said, silly parody humor is in — insensitive, misogynistic humor is out. We’re also enjoying a new stream of social-first interviews conducted by some of our favorite creators. We can see that media publishers are understanding the need for social content that is different than TV content.
It’s wonderful to see influencers bumping elbows with A-list celebs— it just makes us wonder, how will influencers show up in the 2025 or 2026 award seasons?
Coming up next:
- Feb. 4: Grammys ceremony
- Feb. 18: BAFTA Awards ceremony
- Feb. 24: Screen Actors Guild Awards ceremony
- March 10: Oscars ceremony
You can keep an eye out here to get the social scoop!
Want to learn more about Tubular and the social video insights we covered? Request a demo.
Source: All data as of 1/18/24 unless otherwise noted.
- Tubular Intelligence | Search terms: #glodenglobes or “golden globes” or “the globes” or #globes or “2024 golden globes” or “81st golden globes” | Videos Uploaded Last 90 days as of 1/18/24
- Tubular Intelligence | Search terms: “critics choice awards” or #criticschoiceawards or “critic choice awards” or #criticchoiceawards or “2024 critics choice” or #2024criticschoice or “2024 critic choice” or #2024criticchoice | Videos Uploaded Last 7 days as of 1/18/24
- Tubular Intelligence | Search terms: “emmys” or #emmys or “emmy” or #emmy or “emmys ceremony” or #emmysceremony or “emmy award” or #emmyawards | Videos Uploaded Last 7 days as of 1/18/24