The Grammys: A New Chapter with Disney

The Grammy Awards, the music industry's most prestigious accolades, are set to embark on a new chapter as they move from CBS to Disney in a historic 10-year deal starting in 2027. This strategic shift promises to significantly enhance the Grammys' reach, brand image, and appeal to advertisers, while also driving viewership and engagement across Disney's platforms.


The simulcast on ABC, Hulu, and Disney+ is expected to substantially boost the Grammys' viewership. In 2023, the Grammys averaged 16.9 million total viewers on CBS, marking a 34% increase from the previous year. With the simulcast, the Grammys will reach a broader audience, including cord-cutters and streaming subscribers. According to a 2022 report by Deloitte, 72% of U.S. consumers subscribe to at least one streaming service, indicating a substantial potential viewership increase. Moreover, ABC's simultaneous broadcast of the Oscars and Super Bowl LXI in 2027 will further enhance the Grammys' visibility and attract new viewers.


The Grammys' move to Disney's platforms is also likely to expand its reach among younger audiences. Nielsen reports that Hulu's audience is predominantly younger, with 72% of its subscribers aged 18-34, while Disney+ has a strong appeal to younger viewers, with 54% of its subscribers in the same age group. By simulcasting the Grammys on these platforms, Disney is likely to attract a more youthful audience, potentially increasing viewership and engagement among the younger demographic.

Disney's acquisition of the Grammy Awards broadcast rights marks a strategic move to leverage the event's massive audience across its platforms. With the Grammys averaging 16.9 million viewers, Disney aims to drive viewership and engagement on ABC, Hulu, and Disney+. By simulcasting the event on these platforms, Disney can tap into the Grammys' loyal fanbase, attracting a wider audience to its streaming services. Additionally, Disney plans to produce Grammy-branded music specials and programming, further enhancing its music content offerings and solidifying its position as a go-to destination for music lovers.

The Grammys' new partnership with Disney is also expected to impact its brand image and appeal to advertisers. Disney's vast ecosystem, including its streaming platforms, offers the Grammys broader exposure to a younger, tech-savvy audience. This demographic shift could attract advertisers seeking to reach a more diverse and engaged audience. Furthermore, the Recording Academy's commitment to producing Grammy-branded music specials and programming across Disney's platforms indicates a focus on expanding the Grammys' reach and relevance, which could translate into increased advertising interest.

In conclusion, the Grammy Awards' move to Disney in 2027, with simulcasts on ABC, Hulu, and Disney+, signals a strategic shift that could enhance its brand image, appeal to advertisers, and drive viewership and engagement across Disney's platforms. This partnership aligns with Disney's goal to become a leading streaming service, capitalizing on the growing trend of cord-cutting and the preference of younger generations for streaming content. As the Grammys embark on this new chapter, the future looks bright for both the music awards ceremony and Disney's streaming ecosystem.