Can the Grammys replicate the Oscars’ recovery from falling viewership?

Aided in part by unexpected ratings booster Will Smith, the Oscars improved its viewership by 60% compared to last year’s broadcast, a feat the Grammys aims to pull off on April 3. Last year, the event dipped to a historic low of 8.8 million viewers, a 53% decline from the previous year, which attracted 18.7 million viewers. 

Unlike live concerts and movie theaters, which attributed a major portion of their revenue decline to pandemic lockdowns, live television award shows have been losing the public’s interest for years. 

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