MTV VMAs Ratings Drop Again, Draw 6.5 Million Viewers Across Nets

Brian Ach/WireImage
Britney Spears and G-Eazy perform onstage during the 2016 MTV Music Video Awards at Madison Square Garden on Aug. 28, 2016 in New York City. 

The flagship show for the cable network sees streaming spike but a 34 percent drop.

The MTV Video Music Awards saw another year of diminished audience returns on Sunday night. Across 11 Viacom networks, the premiere telecast brought in 6.5 million viewers.

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Compared to last year's show, which pulled a similar move by casting a wide net across the cable entertainment suite, the VMAs are down by more than 4 million viewers. All told, the 2015 show grossed just shy of 10 million viewers across all of the networks.

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With headlining performances by Beyonce, Rihanna and Britney Spears, this year's VMAs mark a low for ratings on the main network, as well. Last year it brought 5 million viewers, falling from the 8.3 million in 2014.

The network was quick to point to more promising streaming data on Monday morning. A network release touted a 70 percent increase (62.8 million video starts) in streams from VMA day in 2015. Facebook streaming was up 938 percent.

This article was originally published by The Hollywood Reporter.

2016 MTV VMAs


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