These shows are to sell movies / videos / CDs / subscriptions. They are hours-long infomercials wrapped up in gowns and tuxedoes telling you what you should watch and listen to and buy if you haven't already.

Parasite is a perfect example. The last subtitled movie Americans sat through with any sort of audience capacity was Crouching Tiger, Hidden Dragon. Without the Oscar hype, that movie is a flop in the US. But because it got that hype, people were trying to watch it any way they could, even if that meant spending extra on a streaming service to watch it from home.