DENVER—The big winner from this year’s Academy Awards may not be anyone taking home a trophy, but the growing idea that streaming is carving out its place in TV viewing; that’s the big takeaway from a new report from Adtaxi, “Streaming the Oscars.”

The results from the national survey indicate that streaming of the Oscars is expected to increase by 28 percent from last year. Even with those that are planning on watching through traditional TV or cable, 59 percent are planning to use a secondary channel to consume related content, whether it be from social media platforms, entertainment websites or apps.

['The Oscars: All Access' to be Live Streamed By Facebook]

“More consumers than ever before are streaming popular television events digitally and an even larger population is engaging with additional media sources while they watch,” said Chris Loretto, Adtaxi executive vice president. “This means with a strategic, targeted, multi-platform approach, digital advertisers have greater opportunities to capitalize on these programs to reach key audiences with relevant content. Not to mention, viewers are afforded more control and flexibility to watch when they want, how they want.”

Additional findings among the survey showed that social media (77 percent) is the most popular additional media content that people will use while watching the award show. The largest age group that is likely to view additional content is 18- to 29-year olds at 68 percent. Also, women are 34 percent more likely to use additional media during award shows then men.

The 2018 Academy Awards take place on Sunday, March 4.

BURBANK, CALIF.—Before the first envelope is handed out at the Oscars this year—hopefully the correct one this time—fans can watch the stars arrive on the red carpet on Facebook. For the second year in a row, “The Oscars: All Access” will be live streamed by Facebook, with the content available on The Academy’s show page on Facebook Watch, The ABC Television Network Facebook page, Oscar.com and ABCNews.com.

The show is produced by the Academy and ABC, and with the live stream from Facebook it will offer viewers red carpet, backstage and audience footage, as well as live “look-ins” on the Oscar telecast. Additional features for those watching the live stream may include a digital autograph from stars on the red carpet; viewers can engage in conversation on the Oscars Movie Club page on Facebook; and the Academy show page on Facebook Watch will share special “The Oscars Insider” content leading up to the ceremony.

[Facebook to Live Stream Golden Globes Red Carpet]

“The Oscars: All Access” will be hosted by Sofia Carson, Chris Connelly, Ben Lyons, Andan Kirk and Wesam Keesh. The live stream will begin at 6:30 p.m ET on Sunday, March 4.

The 2017 live stream of “The Oscars: All Access” won an Emmy for Outstanding Creative Achievement in Interactive Media Within an Unscripted Program.

The 90th Academy Awards will air on ABC at 8 p.m. ET on March 4.