Awards

2021 VMAs Drum Up Gains In Audience Reach, ViacomCBS Reports

Olivia Rodrigo
Jeff Kravitz/MTV VMAs 2021/Getty Images for MTV/ViacomCBS

Olivia Rodrigo performs onstage during the 2021 MTV Video Music Awards at Barclays Center on Sept. 12, 2021 in the Brooklyn borough of New York City.

The network says that the 2021 VMAs garnered 38 million interactions across all U.S. platforms. 

The 2021 MTV Video Music Awards, which aired live on Sept. 12, scored the top spot in prime time cable across key demographics, the network announced on Tuesday (Sept. 14).  

In an early report about viewership of the 2021 VMAs, the network cites a 9% increase in Total Minutes Consumed (TMC) compared to last year. According to MTV’s parent company ViacomCBS, TMC went from 1.29B last year to 1.40B this year.  The network says that the 2021 VMAs garnered 38 million interactions across all U.S. platforms. 

With awards show ratings down across the board, the VMAs reported a 17% ratings drop in the 18-49 age range compared to last year’s show.  

On the global front, MTV Entertainment Group reveals that the VMAs jumped 43% in Brazil and 25% in the U.K. -- demonstrating positive results following MTV’s efforts to increase global reach. MTV Entertainment Group recently shared how they were attracting non-English speaking fans on Twitter through their Stan Mail initiative, which allowed for tweets of any language to be translated and sent to artists featured on the VMAs stage.  

Produced by Bruce Gilmer and Jesse Ignjatovic, co-founder of Den of Thieves, the 2021 VMAs was broadcasted live on the East Coast last Sunday (Sept. 12) at 8 p.m. from Barclays Center in Brooklyn. The show was tape-delayed to the West Coast at 8 p.m. PT.