There's no kind way to say this: awards show ratings have been in the toilet.
As the pandemic has raged on, the appetite for streaming content has seemed to increase while that for awards shows definitely has not, and Golden Globes were no different.
This year's ratings plummeted by 63% from last year with 6.9 million people tuning in this year as opposed to 18.4 million last year.
As my colleague Brian Lowry pointed out (and was highlighted in my other colleague Brian Stelter's stellar newsletter) such declines have real life application.
"While the decline of a few self-congratulatory Hollywood galas may seem trivial in the grand scheme of things, especially during a pandemic, these shows employ thousands of workers, and the groups that put them on use the profits to fund programs for the arts," Bloomberg's Lucas Shaw wrote. "TV networks pay tens of millions of dollars for the rights to broadcast individual awards shows, because they are part of an exclusive club: programming that needs to be seen live. In any given year, the Oscars and Grammys are among the only shows that can compete with live sports for viewers."
So having an awards show be in the crosshairs to the point that Tom Cruise gave his awards back may not bode well for awards shows in general. Like the ratings, the timing is pretty bad.