The Video Music Awards bucked a trend of awards show ratings cratering — at least by one measure. ViacomCBS says its cross-platform metric of total minutes consumed grew year to year. People watched 1.4 billion minutes worth of content from the VMAs, per ViacomCBS — a 9 percent increase from 1.29 billion minutes for the 2020 show (that figure itself was revised down from 1.33 billion minutes).
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Insider says:
September 14, 2021 at 2:33 pm
Of course a 9% increase in digital does not balance out its 33% decrease on linear TV.