AceShowbiz - Conan O'Brien clearly understands how the cultural influence of talk shows has shifted dramatically from traditional late night and daytime TV to digital platforms like podcasts and YouTube.

After ending his late night hosting duties in 2021, Conan O'Brien pivoted his attention to his podcast, Conan O'Brien Needs a Friend. Early on, he embraced the video podcast format, sharing clips when many other shows remained audio-only. Additionally, clips from his HBO travel show, Conan O'Brien Must Go, have found success across social media platforms.

However, it wasn’t until O'Brien appeared on the YouTube interview series Hot Ones last year that he fully realized the power of digital media. That episode went viral, and he reflected on it in a recent cover story with The Hollywood Reporter (THR), stating, “That was the moment the scales fell from my eyes.” He noted that the show’s impressive viewership — World Series level numbers — at a modest production cost of about $600 per episode, combined with the eagerness of major stars to appear on programs like Hot Ones and Chicken Shop Date, made him understand that traditional late night shows face serious challenges.

So, how is O'Brien promoting the upcoming Academy Awards telecast, which he will host for the second consecutive year? The answer lies in the digital space. He is making appearances on popular podcasts such as Chicken Shop Date, the highly talked-about show New Heights hosted by Travis and Jason Kelce, and IMO, hosted by former First Lady Michelle Obama. Additionally, he has been featured on podcasts by The New Yorker’s David Remnick and LateNighter’s Bill Carter. O'Brien has also mentioned the Oscars on his own Team Coco podcasts in recent weeks.

For Hollywood’s biggest night, the focus is clearly on digital promotion rather than traditional TV advertising.

That said, O'Brien has not completely ignored conventional media outlets. He granted an interview to THR and also appeared on ABC’s Good Morning America and Jimmy Kimmel Live! — the latter being part of the ABC and Hulu broadcast of the Oscars. This week, he even read an Oscars-related category on Jeopardy!, with clips from that segment generating millions of views on TikTok and Instagram.

Still, it is evident where the promotional energy is concentrated, and it is not on television. In an era where social media defines buzz, this is where the Oscars host needs to engage audiences. Last year’s Oscars recorded a five-year ratings high, with some attributing that success to O'Brien’s appeal to younger viewers who are more familiar with him as a podcaster than as a late night host.

This year’s podcast promotion campaign seems deliberately crafted to reach diverse audiences: entertainment enthusiasts who watch Chicken Shop Date, women who tune into IMO, and the broadening fan base of New Heights, which has attracted numerous A-list celebrities in its current season.

The promotional approach also aligns with the Film Academy’s decision to move the Oscars broadcast to YouTube starting in 2029. While the Oscars celebrate film, the ceremony itself is fundamentally a TV event. However, as younger generations increasingly avoid linear television, the Oscars must evolve to meet their viewing habits. YouTube, with its massive global user base, aims to revitalize the nearly 100-year-old awards show, making it relevant for future audiences. The platform’s creators and podcast hosts will play a significant role in this transformation, as their channels are where entertainment conversations are actively happening.

In this context, O'Brien, once a broadcast TV staple and now a podcaster and HBO travel show host, is stepping into this new digital frontier to promote one of Hollywood’s oldest traditions. As the Oscars gradually pivot towards the creator economy, the celebration of film is increasingly intertwined with the digital platforms that define modern media consumption.