Meanwhile the football action continues, with NFL and college bowl games combined capturing over 14% of all minutes watched Jan. 1-7.

Awards shows have seen ratings declines for years, but several recent big shows have had promising results online, or are headed there permanently. It almost certainly represents the future of Hollywood self-congratulations.

Award season is highlighting the fact that everyone's just watching what they want at this point, whether that's live or on-demand.

Using insights from Tubular Labs, we examined how social video has been deployed to engage and excite viewers around some of the most recent Golden Globe winners.

Insights into the 78th Annual Golden Globes, including what people watched before, during and after the ceremony, fueled by Inscape and iSpot.