YouTube to 'Zhuzh Up' Oscars Broadcast, Exec Says

Iron Lung's $21M Opening Weekend Proves Creator Power, Says YouTube's Larson

Feb. 4, 2026 at 1:39pm

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YouTube's global managing director and head of creators, Kim Larson, said the platform plans to give the Academy Awards 'a little bit of a zhuzh-up' when it takes over broadcast rights in 2029. Larson also cited the surprise box office success of the horror film Iron Lung, financed and promoted by popular YouTuber Markiplier, as an example of the growing power of creator-driven entertainment.

Why it matters

The Oscars' move to YouTube represents a significant shift in the entertainment landscape, as the prestigious awards show embraces digital platforms. Larson's comments suggest YouTube will bring a fresh, creator-focused approach to the broadcast. Additionally, the breakout performance of Iron Lung highlights the growing influence of online creators in traditional media, challenging industry norms.

The details

Larson said YouTube plans to offer 'special backstage access, Governor's Ball access, a different way we're thinking about the red carpet' for the Oscars broadcast. The company will also 'digitize the museum, the Oscar museum, all their content, make that available so that we can really celebrate what's gone before and have a more up to date way to consume it.' Regarding Iron Lung, the $3 million horror film financed by YouTuber Markiplier, Larson noted its $21 million opening weekend despite being released against major studio films, crediting Markiplier's devoted 38 million-strong subscriber base for driving ticket sales.

  • YouTube will take over Oscars broadcast rights starting in 2029.
  • Iron Lung was released last week.

The players

Kim Larson

Global managing director and head of creators at YouTube.

Markiplier

A popular YouTuber who financed and promoted the horror film Iron Lung, which had a $21 million opening weekend.

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What they’re saying

“We have some really cool things, like we have special backstage access, Governor's Ball access, a different way we're thinking about the red carpet.”

— Kim Larson, Global managing director and head of creators at YouTube (Deadline)

“He literally went to these theaters and said, 'Hey, will you show it for me?' And that community stepped up. Nobody thought that was possible. And I think that people are waking up to the power and the financial opportunity that comes with a community that's as devoted as that one is.”

— Kim Larson, Global managing director and head of creators at YouTube (Deadline)

What’s next

The judge in the case will decide on Tuesday whether or not to allow Walker Reed Quinn out on bail.

The takeaway

The Oscars' move to YouTube and the surprise success of Iron Lung highlight the growing influence of digital creators and platforms in the entertainment industry, challenging traditional norms and opening up new opportunities for creator-driven content to reach mainstream audiences.