The 2021 Billboard Latin Music Awards, broadcast live on Telemundo on Thursday, delivered record-breaking results for Spanish-language prime time, generating a total of 57 million engagements across television, digital and social platforms, Billboard has learned.
Reaching a cumulative audience of more than 3.6 million total viewers in prime time, Telemundo delivered 1.66 million total viewers and 713,000 adults 18-49 on linear, as reported by Nielsen. The red carpet special, Alfombra de los Premios Billboard, averaged 1.35 million total viewers and 507,000 adults 18-49. On the Telemundo app, the awards ceremony generated 1.2 million user minutes during the live linear simulcast, increasing 31 percent versus last year.
In addition to the #Billboards2021 hashtag trending on Twitter and TikTok, the show had a strong presence on digital and social, amassing 49.2 million views across all on-domain platforms, social accounts and YouTube, representing a 24 percent increase versus 2020. According to Talkwalker, the show's 3.9 million social video views marked a 69 percent increase compared to last year.