The Nielsen recording shows an all-time low viewership of the VMAs making MTV consider airing the show live in the future.
This year’s MTV VMAs were not scandalous or bizarre enough to cause a riot but they were not exciting enough to generate an audience even. That is why the show was only watched by 6.5 million viewers compared to last year’s 9.8 million.
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The Nielson recording revealed that this significantly lowered number is an all-time low for the network which prided itself on celebrating the pop culture in a unique way.
What’s the problem?
Well for starters, the show was not advertised to its full potential. It was just an upcoming event and many of the stars were not even in attendance. Just take like a million of the Taylor Swift fans that never bothered to watch the show because they knew Taylor was not attending.
It is not an exclusive event anymore. Furthermore, the consumer dynamics have changed drastically. The audience which could have been counted rely on streaming or just catching the highlights of the show on the internet rather than watching the show on TV.
The network said Tuesday that there were 149 million streams of VMA content online Sunday and Monday. So it is obvious that people have easily got the whole packages in hand rather than sitting through the whole show.
MTV traditionally airs the show live at 9 p.m. on the east coast, and at the same hour via tape delay in other time zones. So a lot of it is easily available online.
So MTV might be considering the Super Bowl route of airing the show live. The live show will attract most audience to watch the show as it unfolds and even become a part of creating a more social media friendly show which will attract the internet users.