The Golden Globes Red Carpet Show Will Be Livestreamed on Facebook

Last year’s partner, Twitter, gets the after-party

There is a new livestreaming partner for the Golden Globes red carpet festivities OJO_Images/iStock

Last year was supposed to be a big year for Twitter TV. The social platform inked numerous deals—from business news video content like Cheddar and Bloomberg to sporting events like National Football League games—but one of the most compelling arguments was that there was prime opportunity for awards shows, pop culture’s catnip, to tap into the Twitter stream.

Twitter teamed up with Dick Clark Productions on a slate of 2017 awards show exclusive livestreams, and it was the livestreaming partner for the 74th Annual Golden Globe Awards last year, marking the first time the red carpet events were livestreamed via a social network. Some 2.7 million people viewed that presentation.

However, it’s a new year, and for the 75th Annual Golden Globe Awards, which is taking place Sunday night (Jan. 7), Facebook will be the exclusive livestreaming platform for official red-carpet pre-show, marking the first awards show content to be featured on its Facebook Watch video destination.

The reasons for the move seem obvious: Facebook has a much larger reach than Twitter—2.072 billion monthly users and 1.368 billion daily users as of the end of the third quarter of 2017, compared with the 330 million monthly users reported by Twitter—and Facebook Live and Instagram Live, as well as Instagram, are being incorporated into the event, whereas last year’s presentation by Twitter included only the livestream.

It turns out that Twitter isn’t out of the picture, after all. On Thursday, The Hollywood Reporter announced that it is teaming up with the Hollywood Foreign Press Association to livestream the hour-long official after-show from the Golden Globes on Twitter.

The on-air details:

NBC will air the 75th Annual Golden Globe Awards live from the Beverly Hilton in Beverly Hills, Calif., Sunday from 8 p.m. to 11 p.m. ET/5 p.m. to 8 p.m. ET, with Seth Meyers hosting.

The network is also livestreaming the ceremony itself via NBC Live, the NBC application and via NBC’s livestream on Century Link Stream, DirecTV Now, Fubo TV, Hulu Live TV, Sling TV, Sony PlayStation Vue and YouTube TV in markets where the local NBC station is carried.

The livestream details:

The HFPA Presents: Globes Red Carpet Live will be available via from 6 p.m. to 8 p.m. ET/3 p.m. to 5 p.m. ET Sunday.

Hosts for the preshow on Facebook will include A.J. Gibson, Jeannie Mai, Scott Mantz and Laura Marano.

This year’s red-carpet show will feature the customary celebrity interviews, and Facebook Live and Instagram Live will be used to share “exciting moments” in real-time.

In addition, Facebook 360 videos will be captured on the red carpet and throughout the preshow, and Marano will host an Instagram Story Sunday.

Instagram isn’t done when the ceremony starts, however: Photographer Ramona Rosales will shoot winners and presenters backstage in “the official Instagram immersive studio experience,” with photos and videos shared to the Golden Globes account in real-time.

Facebook will still be in play, as well, as the HFPA will incorporate a community-driven question-and-answer session into the backstage press room, with answers to select questions from Facebook users livestreamed on the Golden Globes page.

As for the after-show, THR (in partnership with the HFPA) will produce an hour-long livestream starting at 11 p.m. ET/8 p.m. PT featuring one-on-one interviews with winners, highlights from the event and analysis from its “awards season experts.”

THR associate editor Ashley Lee and veteran red carpet reporter Marc Malkin will anchor the after-show livestream.

And E! is doing its part to attract viewers’ second-screen attention during its red carpet coverage with E! Live 360, which will enable users of the E! News app to choose between the network’s studio or its arrivals camera and fashion camera and see everything live with 360-degree views. David Cohen is editor of Adweek's Social Pro Daily.