The 2022 MTV Video Music Awards were a ratings winner for Paramount+.
According to The Hollywood Reporter, Paramount claimed that viewers watch 1.59 billion minutes of VMAs content across TV, streaming and social platforms, up 14% from last year. There was also a 79% increase in social media viewing.
In addition to MTV and The CW, The VMAs were telecast on Comedy Central, Paramount Network, VH1, Pop, TV Land, CMT, MTV2, Logo, BET, BET Her and Nick at Nite.
In a recent report by Nielsen, streaming has overtaken cable viewing. In the U.S., streaming captured 34.8% of viewership in July, while cable accounted for 34.4%. Broadcast came in third at 21.6%.
While major awards broadcasts such as the Oscars, The Emmys and Golden Globes have struggled with declining viewership, the VMAs have strategized to stay relevant by attracting a younger audience. The VMAs introduced one new category, Best Metaverse Performance, won by K-pop group Blackpink. The category had over 320 million votes.
In addition, pop star Taylor Swift made a surprise album announcement during the VMAs. The album reveal came during her acceptance speech for her Video of The Year win for All Too Well (10 Minute Version). Other appearance and performance highlights from this year’s VMAs included Johnny Depp, Lizzo, Bad Bunny and Nicki Minaj.