The 2019 edition of MTV’s Video Music Awards scored the lowest ratings in the show’s history, according to The Hollywood Reporter. Monday’s broadcast drew 1.93 million viewers. VMAs ratings have declined in each of the past three years, with last year’s broadcast reaching 2.25 million viewers.
The ratings slide is in line with an overall decline in television viewership. A 2018 report found that almost all of the top 25 television networks saw top 25 networks saw a decline in reach from Q1 2014 to Q1 2018. And while the VMAs’ traditional television ratings declined, the show reportedly saw significant increases in social and online video views, up 85 percent from last year’s show. According to The Hollywood Reporter, data from Conviva Social Insights indicates VMAs social engagement more than doubled in the month leading up to the show.
This year’s ceremony featured performances from Taylor Swift, Lil Nas X, Lizzo, J Balvin and Bad Bunny, Rosalía and Ozuna, Normani, Big Sean and ASAP Ferg, and Miley Cyrus, and closed with a New Jersey medley from Queen Latifah, Fetty Wap, Wyclef, and others. Missy Elliott received the 2019 Michael Jackson Video Vanguard Award and led an augmented reality-assisted career-spanning medley that included her new song “Throw it Back.” Taylor Swift, Lil Nas X, and Billie Eilish and Ariana Grande each took home multiple awards. See the full list of winners here.
Originally Appeared on Pitchfork