The declining TV audience for the Grammy show underscores this shift. The declining TV audience is not just a Grammy issue, it's affecting all kinds of live aw

The declining TV audience for the Grammy show underscores this shift. The declining TV audience is not just a Grammy issue, it's affecting all kinds of live awards shows, including the Oscars, as well as broadcast/cable television in general which has been hammered by shifting audience preferences and viewing habits (https://www.pewresearch.org/fact-tank/2021/03/17/cable-and-satellite-tv-use-has-dropped-dramatically-in-the-u-s-since-2015/ https://www.pewresearch.org/fact-tank/2021/03/17/cable-and-s...). The author should take a look at the social media/YouTube followings many new artists have, and not just the superstars. That's where the engagement is taking place.