Miss USA's Modern Approach to Pageantry: Fan Engagement and Revenue Generation









Reinventing Pageantry: Fan Influence and Commercial Endeavors
The Era of Interactive Voting: How Audience Participation Shapes Outcomes
During the recent Miss USA competition, the Miami theater, illuminated like a rock concert, became a hub of digital activity as a QR code appeared. Spectators, including families and former beauty queens, eagerly pointed their phones at the large barcode, ready to cast their votes. A twelve-minute countdown began, prompting rapid engagement from the audience and home viewers alike. Participants could use a complimentary vote or purchase bundles, priced from $50 for 50 votes to $500 for 500 votes. The leaderboard dynamically updated, showing contestants' progress in real time. In the final two minutes, votes were doubled, leading to a dramatic surge in support. The margin between the top two contestants, initially 1,794 votes with 36 seconds remaining, expanded to over 14,000 by the end of the voting period.
From Broadcast to Digital: Adapting to a Changing Media Landscape
With dwindling network television viewership—down from nearly 40 million in its prime to 1.1 million on The CW in 2023—Miss USA faces a new reality. The pageant's licensing fees, once ranging from $3 to $5 million, have significantly decreased. After The CW dropped the show shortly before the 2026 final, it moved to the Queen Beauty Network, a streaming service where CEO Thom Brodeur also serves as vice president. The 2026 final, which saw Justus Kelley become the first married woman and mother to win, attracted around 4,000 live viewers on the new platform. Brodeur emphasizes the need for new revenue streams, including fan voting and other unique opportunities, to ensure the pageant's future for decades to come, acknowledging that the days of free access for pageants are over.
The Financial Aspect of Competing: Accessibility Concerns and Entrepreneurial Spirit
Participating in Miss USA is a costly endeavor, with contestants reporting expenses ranging from $3,000 to $50,000. Critics, such as Miss Arizona Kaitlyn Humphrey, worry that the increased financial demands, including paid voting, create a barrier for many aspiring contestants, turning the competition into a "pay-to-play" model. However, CEO Brodeur views these investments as comparable to those in any competitive sport, asserting that costs are inherent in creating such opportunities. He contends that the new model, which includes fan voting and sales incentives, enables the industry to thrive by fostering new revenue streams and engagement.
Innovative Fan Engagement: The Open Casting Call and Its Impact
Traditionally, contestants earn their spot in Miss USA by winning state pageants. However, due to vacant state director positions, CEO Brodeur introduced an open casting call for the 2025 and 2026 pageants, allowing women from any state to apply. The 2026 process incorporated multiple rounds of fan voting, where participants could use free daily votes or purchase bundles. This generated mixed reactions; some, like Amber Uhler, found it exciting and engaging, while others, like Malory Hudson, experienced significant anxiety due to the continuous need for campaigning and financial support. Brodeur defended the system, highlighting that a large percentage of winners advanced primarily through free votes, and likened the process to influencers monetizing their content, emphasizing fan participation as a key driver.
The People's Choice Award: Expanding Fan Influence and Debate
Beyond the open casting call, contestants also participated in the People's Choice voting, allowing fans to support their favorite among all 51 Miss USA 2026 participants. Historically, pageants reserved one semifinal spot for fan favorites, but Brodeur expanded this to three spots, leading to both increased fan involvement and controversy. While some contestants appreciated the expanded opportunity for fan influence, others, like Miss Kansas Madilynn Becker and Miss California Acacia McBride, expressed concerns about the "pay-to-play" aspect, wishing for a system based purely on merit and free voting. Brodeur affirmed the decision, noting that fan votes accounted for 14% of the overall score in the top 10 selection, and revealed that fan voting generated significant revenue, which contributed to increased cash prizes for top contestants and a higher salary for the Miss USA winner, effectively balancing the financial investment.
Unconventional Pathways to Success: The Westgate Resorts Partnership
In a bold move to generate additional revenue and engagement, Miss USA introduced an incentive where one top 20 spot was awarded to the contestant who sold the most Westgate Resorts vacation packages. This initiative, launched in partnership with Westgate Resorts, allowed contestants to sell two-night stays for $99. Miss Montana Lisbeth Fernández, who sold nearly 200 packages, embraced this opportunity, viewing it as a chance to secure a significant career opportunity with Westgate. While some contestants appreciated this alternative path to advancement, others, including former Miss USA Shandi Finnessey, questioned its alignment with the pageant's traditional image, arguing that a Miss USA should be a spokeswoman, not a salesperson. Brodeur, however, maintained that being a brand ambassador and salesperson is part of the modern Miss USA role, and defended the increased ticket prices for the event by comparing them to high-demand entertainment events, aiming to elevate the Miss USA brand for a new era.