(Larry Busacca/Getty Images for MTV)
The MTV Video Music Awards have been around since 1984 – originally created as an alternative to The Grammy Awards, the show has for a long time now been considered one of the biggest players in the music award scene. But their audience’s habits are changing.
The latest award show, held on Sunday 28th August managed to attract 6.5 million viewers across Viacoms 11 television networks (including MTV). This compared to 2015 where the VMA’s pulled in over 10 million viewers on broadcast night – the ceremony is losing a lot of eyes on screens, and MTV knows why.
Traditionally, MTV broadcasts the show live at 9pm on the east coast, and then at 9pm in other time zones via tape delay. This is down to the fact that advertisers will pay more for prime time television slots.
But two days after the VMA’s, MTV have announced that they will consider airing the show live across the US in one go. This, to create a bigger buzz around the event but also because MTV is coming to understand that their audience is now online – and they need to bring the television event to them.
Sean Atkins, MTV President told Billboard: “In a world where you are multi-platforming, when I can experience it on my feed from my friends on Facebook who are in New York, are you better off just going live?” he asked. “You give everyone essentially equal access to every platform at the same time.”
Viacom announced on Monday that in total there were 149 million streams of VMA content across the Sunday event and Monday afterwards. This was a combination of live stream through the MTV.com website and video marketing on social networks like Snapchat, Facebook, Twitter, Youtube.