The 2024 MTV Video Music Awards saw a notable rise in viewership, signaling promising signs for the long-running ceremony. Hosted by current hitmaker Megan Thee Stallion, the September 11th broadcast drew in over 4 million total viewers across multiple networks.
Rating data revealed increases over the previous year. The initial 8PM airing on MTV alone garnered 3.11 million viewers - a 25% jump from 2023. By simulcasting on 13 channels total, casual channel surfers likely came across snippets of the show. This repeated exposure across many networks seemed to pique more interest.
Pre-show and post-show encores helped further expand the reach. With portions airing on 18 networks in total throughout the evening, replay broadcasts helped contribute to the final tally of 4.09 million combined viewers.
Online, social media proved highly engaged with the 2024 edition as well. It registered as the most interacted entertainment event ever on platforms like Twitter with over 66 million mentions. Video streams on MTV digital platforms reached 829 million, an 18% year-over-year rise.
Hashtags related to the awards trended worldwide for 10 straight hours on Twitter. Overall media impressions that measure publicity rose 8% to a massive 107 billion across news coverage.
While MTV has reduced new music programming, the VMAs continue attracting premier artists each year. The healthy viewership could encourage the network to reconsider spotlighting more current videos going forward.
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