This is proving detrimental to television specials like the Billboard Music Awards. The event, which aired on NBC on Sunday (May 20), received a 2.1 rating among adults 18-49 and came in just shy of 7 million viewers, Billboard reports. That’s an all-time low for the show.
It’s worth pointing out the BBMAs in 2017 had a 2.3 rating in the key demo and 7.7 million viewers.
Here’s where things get interesting. American Idol beat out the BBMAs with a 1.3 rating in the key demo and 7.4 million viewers. That tied a previous low, but still managed to beat out the competition.
In other words, everyone is too busy scrolling through Instagram.