This year, the Streamy Awards won’t be televised. Instead of airing on VH1, like the 5th Annual Streamy Awards Show, this year’s show will be live streamed globally on YouTube on Tuesday, October 4th.
“YouTube has long been a supporter of the Streamy Awards, sharing its commitment to honor the innovators who are creating cutting edge content for millions of fans around the world,” said YouTube Chief Marketing Officer Danielle Tiedt.
Supporting the Streamy Awards is one piece of YouTube’s effort to ramp up its live stream offering, an effort that has ebbed various times over the last five years. It also has been active in live streaming the political debates as voter-hungry politicians aim to grab access to YouTube’s 18–49 year-olds. YouTube is also under pressure to show support for creator-driven activations given the recent flack its caught for perceived ongoing “exploitation of its creators.”
Since debuting with the IAWTV in 2010, the awards show, which celebrates the flavor-of-the-week YouTube and social media stars in video, has become a centerpiece for YouTube stars to have an Oscars-like accolade. Hosted by King Bach, this year’s show includes usual suspects Flula Borg, Shay Carl, Yousef Erakat, HolaSoyGerman, Jenn McAllister, Logan Paul, and Anthony Padilla and Ian Hecox of SMOSH as presenters — many of whom have been winners, or nominees, at prior Streamy Awards.
“YouTube is not only the world’s largest video sharing platform, it’s also the home of so many of the creators we honor at the Streamys,” said Streamy Awards Creator and Executive Producer Drew Baldwin. “I can’t imagine a better partner to help us celebrate the accomplishments of the creator community on a truly global scale.”
The shift from VH1 to YouTube could be symptomatic of declining viewership on broadcast networks, especially for live programming. It could also be symptomatic of the waning engagement around the new classes of YouTube stars and their ability to migrate audiences off-platform. Despite its audience of over one billion users, YouTube has consistently struggled to pull broadcast-level viewership against live stream shows over the years.
The 6th Annual Streamy Awards are executive produced by dick clark productions, the live event programmer and producer that is rumored to be on the block to Chinese suitors.