With the 2025 Golden Globes more than a month behind us, it’s time to use Luminate’s Streaming Viewership (M) to see how the ceremony impacted winning titles. Total viewership for the Globes was up 9% from last year, averaging 10.1 million viewers, with much of the boost being fueled by streaming viewership on Paramount+ and the CBS App.
Emilia Perez was a surprise winner for the evening, beating out films like Wicked and The Substance for “Best Motion Picture – Musical or Comedy.” Zoe Saldana also took home a trophy for “Best Performance by a Female Actor in a Supporting Role in Any Motion Picture,” and the film also took home the “Best Motion Picture – Non-English Language” award. The Netflix original film saw a massive increase in viewership after the January 5 ceremony. On January 1, daily viewership was at just over 12,000; after the Globes, the film received an 1100% spike, with over 150,000 views. Average daily viewership has stayed elevated since the wins, likely fueled by Oscars speculation. Another substantial increase was recorded after the film received nods for a near-record 13 Oscars during the January 23 Academy Awards nominations announcement.
On the TV side of the ceremony, Hacks was a major winner for the evening, cementing the Max Original comedy as an awards darling. The series brought home the “Best Television Series – Musical or Comedy” and “Best Performance by a Female Actor in a Television Series – Musical or Comedy” awards for the first time since 2022, when it won both categories for its debut season. Viewership for Hacks Season 3 rallied after the award wins, increasing 700% in the first two weeks of 2025.
With the rise of direct-to-consumer platforms making content more accessible than ever, institutions like the Golden Globes and the Emmys continue to position themselves as powerful promotional platforms. The success shown from this data underlines the importance of a streamer’s diversified content strategy that includes both awards fodder and regular fare.
