2024 VMAs have most viewers in four years
Eminem set off the 2024 VMAs with a bang, kicking off the show with his latest hit single “Houdini.” Little did we know that the show itself would be a spectacle of its own. In an age where award show ratings have been on the decline, the VMAs managed to pull off a magic trick by attracting over 4 million viewers, marking their highest audience turnout in four years.
According to MTV, the combined ratings for both the premiere and encore showings saw an 8% increase from the previous year, with a staggering 4.09 million viewers tuning in compared to 3.78 million. The premiere simulcast at 8 p.m. ET/PT experienced a 25% rise in ratings from the previous year, jumping from 2.49 million to 3.11 million viewers.
The premiere broadcast was simultaneously aired across 13 U.S. networks, the same number as the previous year, including popular channels like MTV, VH1, and Comedy Central. This extensive simulcast ensured that viewers had multiple opportunities to stumble upon the show, generating excitement and making it feel like a must-watch event.
Prior to the main show, a black-carpet pre-show at 6:30 p.m. graced four networks, while the first encore at 11:18 p.m. was broadcasted on 10 networks due to the extended duration of the show. The second encore at 2:34 a.m. reached viewers through four networks, ensuring that the VMAs left a lasting impression.
The 2024 VMAs made history by becoming the most social entertainment telecast ever, with a whopping 66.7 million interactions. Surpassing all other programs, it was only outdone by the second presidential debate of the 2024 campaign season. The show garnered an impressive 829 million video views and 76.3 million engagements across global owned accounts, showcasing its worldwide appeal.
Not only did the VMAs dominate social media, but they also trended as the No. 1 topic worldwide on X (previously known as Twitter) for a remarkable 10 hours. With a significant increase in media impressions by 8%, the show generated a total of 107.5 billion impressions this year compared to 99.5 billion impressions the previous year.
The star-studded lineup of the 2024 VMAs featured host and performer Megan Thee Stallion, along with artists such as Sabrina Carpenter, Chappell Roan, and Benson Boone. Although Taylor Swift did not grace the stage with a performance, she was present throughout the show, either in the audience or on stage accepting awards. It’s evident that artists show up in full force to support the VMAs, highlighting the evolving landscape where MTV’s focus on music videos seems limited to this annual event. Perhaps with the success of this flagship program, the channel may reconsider incorporating music videos into its regular programming.
