2.5 billion viewers targeted as Oscars shift to free YouTube stream

By 2029, the Academy of Motion Picture Arts and Sciences will make its ceremony available to 2.5 billion people across more than 30 languages, accessible without cost on YouTube. CEO Bill Kramer announced this distribution change during a panel at the Tokyo International Film Festival, marking the most substantial shift in how the awards show reaches international audiences since its inception.

The move accompanies a structural change in the Academy's membership base. Kramer stated that the proportion of members residing outside the United States has risen from approximately 5% to 25% over the last decade. The organization currently maintains a presence of about 70 members within Japan. This expansion reflects a deliberate strategy to align the Academy's demographic makeup with the global production and consumption of film.

Academy President Lynette Howell Taylor addressed concerns that rapid membership growth might dilute standards. She clarified that qualifications have not decreased, noting that previous exclusion was a result of a narrower geographic focus rather than a lower threshold for excellence. Membership committees known as Aperture committees actively seek filmmakers in underrepresented countries, with each branch setting specific regional targets annually.

The international expansion is supported by financial adjustments designed to reduce entry barriers. Chief Membership, Impact and Industry Officer Meredith Shea noted that submitting a film for Oscar consideration carries no fee in any category. Additionally, short films that have won awards at more than 200 festivals gain automatic eligibility. These measures are intended to ensure the organization is viewed as a global entity rather than a Hollywood-centric body.

Kramer cited the 2020 Best Picture win for Bong Joon Ho's 'Parasite' as a turning point in the Academy's approach to global cinema. He described that moment as a shift in thinking regarding the potential for international films to win major honors. Since then, every category at the most recent ceremony included international representation.

The Academy is also evaluating whether to expand the list of festivals whose top prizes qualify films for the International Feature Film category. Currently, six festivals hold this status. Kramer indicated that discussions are ongoing and that the Academy is reviewing the process, though he did not name specific new candidates. The initial selection of the six festivals was largely based on calendar timing.

In the animation category, submissions have increased from 12 to nearly 40 over the past decade. Kramer noted that this growth includes a consistent number of anime titles. The leadership team emphasized that these changes aim to create a more collaborative environment, speaking a shared language of cinema across borders.

Kramer received the Global Cinema Leadership Special Award from the Tokyo International Film Festival during the event. The panel was moderated by festival director Hisamatsu Takeo, with the trio of executives engaging in a question-and-answer session that covered AI, membership logistics, and the upcoming streaming transition.