The MTV Video Music Awards hit a drop in the ratings for the third consecutive year.

It’s not surprising that television ratings for awards shows across the board continue to slip.

The MTV VMAs, which once dominated popular culture with buzz worthy moments, was DOA. In 2019, the overwhelming majority of people consume content digitally. That’s bad news for cable network specials like the VMAs.

Related: Here Are The Winners At The 2019 VMAs

MTV, which moved the awards show to a Monday, aired the VMAs on 12 Viacom owned networks (MTV, VH1, Nickelodeon/Nick at Nite, Comedy Central, BET, Paramount Network, CMT, MTV2, TV Land, MTV Classic, Logo and BETHer). Despite the tele push, this year’s VMAs only drew 4.9 million viewers combined. That’s a 6 percent decline from last year’s 5.2 million viewers (on 10 channels). 

On MTV alone, 1.9 million people tuned in with a 0.9 rating among adults 18-49 (an all-time low).

Now for the good news we mentioned in the headline…

Social and online video views was up by 85 percent from last year. MTV uploaded the awards and performances to the Internet soon after they aired – videos wracked up millions of views in the time since. Viewers are interested, but they want to cherrypick the highlights.

Related: Taylor Swift Opens The VMAs With ‘Lover’ Performance

Social engagement figures more than doubled year to year in the month leading up to the VMAs. It’s imperative networks like MTV focus on their online presence as that’s where their core audience consumes content.

It’s also worth mentioning MTV incorporated the use of CGI into the show. It was a creative and innovative way to energize the ambiance (for those watching at home, anyway).

In other words… no Gaga, no ratings.

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