Awards season has become a second-screen spectacle

In a media landscape shaped by on-demand streaming and personalized feeds, live television may seem like a fading idea. Yet award shows like the Golden Globes still dominate timelines, group chats and entertainment news year after year. They create moments where reactions, comments and conversations are captured in real time.

That cultural appeal is reflected in both the ratings and the social buzz. The 2025 Golden Globes telecast drew an estimated 10.1 million viewers across broadcast and streaming platforms, making it one of the most-watched nights of entertainment of the season.

Away from TV screens, the awards ceremony generated around 40 million social media impressions on show night, with total engagement increasing by more than 124% year on year, underscoring how awards culture is now as alive online as it is on air.

A recent survey of 2,000 American respondents by Mecca Bingo Examining awards show habits suggests that while viewing styles have changed, engagement has not disappeared. More than 20% say they still follow major award ceremonies live from start to finish and regard the evening as an event. Another 19% watch live more casually, while almost 26% mainly follow the award ceremonies via highlights and clips. The result is an experience that rarely lives on just one screen.

What people think about the Golden Globes

When asked what words best described the Golden Globes, the most common answers were “entertaining” (29%) and “glamorous” (28%), followed closely by “a social event” (25%). Attitudes reinforce that shift towards spectacle. 42% say they enjoy the Globes more for the fashion and social moments than the awards themselves, while 37% say the red carpet and celebrity appearances are the main reason they pay attention at all.

The red carpet, celebrity moments, unexpected victories and speeches that become instant memes remain central to the appeal. Rather than being seen purely as a traditional ceremony, the Golden Globes are increasingly seen as a pop culture moment. It’s something that people experience not just by watching the broadcast, but by participating in the broader conversation across platforms.

From live TV to second screens

Streaming has given viewers control, but it has also taken away one thing television is still best at: shared experiences. Award shows offer unpredictability. Viewers don’t just watch to see who wins. They look forward to what can happen.

And increasingly they are not alone. The research found that 38% use a second screen while watching awards shows, while 24% actively engage socially and 14% post or comment during the broadcast itself. For many, the Golden Globes night is as much about reaction as it is about results.

Why familiarity still comforts us

Many entertainment formats, such as game shows and video games, rely on anticipation followed by payoff. They are built around clear segments, recurring beats and moments of tension that quickly disappear. These are patterns that the audience understands immediately.

Awards shows follow the same familiar rhythm: categories, envelopes, winners, reactions. In an age of endless choices, that predictability can be reassuring. This allows viewers to drop in and out, half-watch, scroll or chat, without ever feeling lost.

This helps explain why award shows adapt so well to modern viewing habits. Their structure makes them easy to experience on multiple screens, in clips or through highlights, while still feeling like you’re part of one shared event.

Why awards shows still grab attention

Attention now looks different than it used to. Awards shows have shifted from appointment television to a modern ritual. It’s something that people are more likely to enjoy for a relaxing evening at home rather than formally watching it.

Instead of competing with modern customs, awards shows have absorbed them. It’s less about sitting still and more about participating: watching, posting, responding, catching up, sharing.

And in a fragmented media world, the ability to draw people to the same moment, even in different ways, remains powerful. It’s why the Golden Globes continue to be at the center of the entertainment conversation year after year.

Methodology

To expose award show attitudes, Mecca Bingo conducted a national survey among 2,000 American respondents in December 2025. The survey is nationally representative for age (21+), gender and state. Survey respondents included 58% women and 42% men. The average age of respondents was 36 years.

This story was produced by Mecca Bingo and reviewed and distributed by Stacker.

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