MTV VMAs Hit High With Streams While TV Ratings Dip

Published: Monday 29th Aug 2016 by Sam

Music’s reigning stream queen Rihanna was billed as one the main attractions at last night’s VMAs. It’s fitting, then, that the performance of the show mirrors the consumption patterns of her audience.

See what we mean below…

According to newly released data, the 2016 MTV Video Music Awards was a resounding success online.

The network touted a 70% increase (to 62.8 million total video views) compared to 2015. Facebook streaming, specifically, was up 938%.

On the traditional front, however, the VMA ratings were down.

Indeed, though (like last year) airing simultaneously on MTV and other Viacom properties such as VH1 and BET, the 2016 instalment only managed to draw 6.5 million combined viewers.

The figure represents a sharp dip from last year, which brought in just short of 10 million total viewers. {Source}


For us, the juxtaposition between the old and new means of consumption is interesting. Clearly national and international interest was sky-high given the huge views achieved by performances uploaded online. Yet, there’s an obvious disconnect in regard to the amount of folk expected to watch the show on TV realtime.

On the surface, one could argue that the limited window to promote the night’s most-talked about performer Beyonce ended up counting against the broadcast. After all, she was literally confirmed less than a day before showtime.

Yet, perhaps this – just like the music charts – points to changing times. An era that favours online streams and on-demand delivery.

Who knows, maybe just maybe we’ll soon be watching the top award shows on Netflix in the years ahead.

Your thoughts?

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  1. HailLegendBeysus August 29, 2016

    Damn! Oh well, I don’t even use cable now that all the premium channels offer their own Streaming services.

    • HailLegendBeysus August 29, 2016

      Oop!!!! I thought the ratings dip when SlaygendYoncé comes on!?!?! 👀👀👀👀👀
      “This afternoon, MTV focused on the 62.8M video streams the VMAs clocked. The network boasted that tally was up 70% from day-of-show’s 36.8M in 2015. Beyonce’s exuberant/exhausting performance drove the growth, MTV said, without mentioning Kanye West’s speech in which he revealed his role models to include Harry Truman, Howard Hughes, Walt Disney, Steve Jobs and himself. The 2016 VMAs also drew 45.8 million streams on Facebook, up 938% (4.4M) over the 2015 show.”

      • SMH August 29, 2016

        Lol there basically were no ratings, even when she was on.

      • BEYSTAN_ SINCE 1997 August 29, 2016


        Beyonce owned the VMA’s! Deal with it 🐝🍋

  2. Tori August 29, 2016

    Streaming will end the entertainment businesses, watch what I tell you!

  3. XYZ August 29, 2016

    Oh, the main audience (young people) is streaming the show instead of watching it on TV? What a surprise…

  4. Pat August 29, 2016

    Lmao. Had it been a hit y woulda said it eas beys impact lol. Ultimately awards shows are becoming played anyway.

  5. well well August 29, 2016

    gosh. it’s all just same cables and wifi. they got 10 million. is that not enough?

  6. Apple August 29, 2016

    Watch the Navy and Hive try to blame each other

    • #JACKIE August 29, 2016


  7. dROCSTARR August 29, 2016

    Honestly I didn’t even watch em. Tired of seeing the same old artist.

  8. andrew August 29, 2016

    I’ve always streamed, it few europeans have mtv on their television.

  9. wrosy3 August 29, 2016

    The f****** fleas need to drink bleach

  10. wrosy3 August 29, 2016

    Same dance moves by beyonce in leotard all those big stars no one give a f***

    • BEYSTAN_ SINCE 1997 August 29, 2016

      Just like Rihanna and all those other basic girls been given us struggle vocals, stuff dance moves, and arm-agraphy! Queen B won 8 Moon men, Snacthed Madonna’s VMA record, and hands down stole the show! Stay mad!

      • LOL August 29, 2016


      • BEYSTAN_ SINCE 1997 August 29, 2016


        Beyonce’s performance generated the most views and got the most tweets and mentions on social media though. None of Rihanna’s stiff and struggle vocal performances could do that. Is that why you mad?

      • LOL August 29, 2016


  11. SMH August 29, 2016

    So you’re telling me not even the so called almighty beyonce couldn’t even garner enough interest for people to turn the tv on? Lmao that speaks volumes to her appeal.

    • BEYSTAN_ SINCE 1997 August 29, 2016

      So called might Beyonce? 8 moon men in one night, most awarded artist in VMA history, and upstaged the “Rihanna” on what was supposed to be her big night. She is doing MIGHTY fine if you ask me… By the way Beyonce generated 2.6 million tweets during her set while Ruhanna only got 1.8 million.

      • SMH August 29, 2016

        Keep clinging to those tweets if it helps you sleep at night. Rihanna and Drake stole the show,dear. Nobody is talking about beyonce’s predictable asss except her delusional fans.

      • BEYSTAN_ SINCE 1997 August 29, 2016

        Drake and Rihanna stole the show? Please elaborate… Meanwhile all the media outlets and social media say Beyonce stole the show! Stay mad boo!

        8 moon men in one night, Rihanna could never!

      • SMH August 29, 2016

        Then why are Drake and Rihanna STILL trending? Sounds like you’re the one who’s mad hon.

    • BEYSTAN_ SINCE 1997 August 29, 2016

      Why would I be mad, over Drake being P**** whipped and ranting over Rihanna even though continues to pay him dust. Why would I be mad over watching Rihanna deliver 4 forgettable performances and being up-staged by my girl on Rihanna’s big night. Your kids stay delusional

  12. LOL August 29, 2016


    • Navy🎈 August 29, 2016

      But Rihanna performed 4 times

      • LOL August 29, 2016


    • BEYSTAN_ SINCE 1997 August 29, 2016

      So no Beyonce buys awards? Well if VMA’s are so cheap why don’t everybody have 11 nominations and 8 wins in one night under their belt? Chiiiiile you girls are PRESSED!


      • SMH August 29, 2016

        Lmao typical delusional beyonce stan logic. Unlike her, other artists prefer their work to speak for itself instead of sparing no expense to constantly try and one up Rihanna.

      • BEYSTAN_ SINCE 1997 August 29, 2016

        Some artist have to work? Boo Beyonce has worked her ass off for nearly 20 years. It’s called enjoying the fruits of your labor after working you ass off to be the #1 performer of your generation. Haters just mad because Beyonce came and stole the show from Rihanna.

      • Annalise August 29, 2016

        Look, all you dumbass bītches can catch a fade real quick! How are you going to question someones “logic”, when you’re the same idiots that are claiming she purchased her awards with no evidence whatsoever!

  13. Blue Ivy Rod August 29, 2016

    This isn’t Bey or Rih’s or any performer’s fault. The times are changing and everyone is transitioning from tv to streaming. What they should do is have everyone make an app or something that you could watch the awards from your phone or tablet so even people on the go can watch the awards

  14. Fake Songwriting Credits August 29, 2016

    Beyonce and Britney are not hip and young anymore, but they were sold as the main attraction. Because the new generation of performers is just terrible : Katy, Rihanna, Taylor, Selena, Adriana, they all can’t kill it, like past legends. There’s no hype,no excitement to see them live.

    • Blue Ivy Rod August 29, 2016

      That would only make sense if no one was buying their concert tickets. This is no artist fault, its just that tv is becoming obsolete along with CDs

  15. BEYSTAN_ SINCE 1997 August 29, 2016

    Navy mad? I think their mad because

    1. Rihanna gave 4 struggle vocal & stiff dance performances that were completely FORGETABLE!

    2. Bey came through and easily upstaged Rihanna and every other artist last night. Don’t believe me check the media headlines!

    3. Won 8 moon men in one night (Haters stay claiming she buys them yet can’t provide a single receipt in her 20year career.

    4 Now Bey is officially the most awarded artist in VMA history!

    Oh yeah 2.6 million tweets during Bey’s set. Rihanna only 1.8 million from 4 different performances lol 😂😂😂😂😂😂

    • IStan4Rihanna. August 29, 2016

      Get off yout high horse!


      Rihanna scored a maximum of 2.65 million tweets.


      Beyonce scored a maximum of 2.67 million tweets.


      The 1.8 million figure came from her last performance but increased during the speech.


      She was the most talked about act on Facebook and across Google; Beyonce on Twitter. They’ve both received equal coverage from major publications and they’re both on the cover of NY DAILY NEWS for “stealing the night”.


      Nobody stole the show as the ratings dipped and only increased during “Spears” performance, ironically. It’s a case of Black women dominating and that not being liked nor appreciated hence all the racist comments directed towards both Rihanna and Beyonce.

      • BEYSTAN_ SINCE 1997 August 29, 2016

        Beyonce stole the show & I will remain on my high horse. Stay mad!

      • IStan4Rihanna. August 29, 2016

        Who’s mad? LMFAO.


        I certainly am not. I was just stating facts; you can continue to drag Rihanna all you want. I adore and admire her but I don’t know her and I’m not on her payroll. LOL.

  16. Surprise..(DEC 2013) August 29, 2016

    Lol, the NAZI blaming Beyonce, but forgot how in 2012 when FRIH performed at the VMA before this year, it was one of the lowest viewerships ever. While on the other hand, Bey’s vanguard performance increased the viewership figures in 2014..

    • BEYSTAN_ SINCE 1997 August 29, 2016

      Those girls can’t handle those headlines that have unanimously agree that Bey stole the show! They can’t handle those 8 moon men won in one night. They can’t handle Bey being the most awarded artist in VMA history! Let them girls seeeth!

      • Surprise..(DEC 2013) August 29, 2016


  17. ShakaZulu August 29, 2016

    Last night proved why Beyonvre gets all the life she does! Y’all favs need to take notes on what slaying truly is!

  18. Blue Ivy Rod August 29, 2016

    Okay both Navy and Hive are being immature right now. Can y’all grow up and come together on one thing? Like how can this be blamed on any artist? Everyone is so damn pressed that they aren’t even making sense.

    • IStan4Rihanna. August 29, 2016

      Exactly! It’s fucccking ridiculous. LMFAO.

      • Blue Ivy Rod August 29, 2016

        Lol these kids have no damn sense, they just want to drag but their ‘drags’ holds no merit because at the end of the day not one of those artists know any one of these pressed haters (that goes for all stan bases) now stop being petty for the sake to start a stan war and grow up

    • Metzo August 29, 2016

      So true

  19. IStan4Rihanna. August 29, 2016

    Are the NAVY & HIVE seriously trying to blame eachother for the “ratings dip”? LMFAO.


    The show wasn’t the most watched on television but it was the most streamed event of the night on social networks and the most talked about across social networks.


    Both Rihanna and Beyonce were the most talked about of the night; Rihanna garnered 2.52 million tweets and the #1 trending topic fluctuated between Rihanna and Beyonce throughoit the night. Rihanna was the most talked about act last night across Facebook and Google and Beyonce on Twitter overall however. THEY BOTH WON.


    STOP THE MADNESS and praise one another for once. Black Girls Won… The end. LOL.

  20. LB August 29, 2016

    It’s a reflection of the times. If MTV is smart, they’ll partner with Netflix to have their own stunt their.
    Less and less people are viewing cable now, on demand is taking over

    • LB August 29, 2016


  21. FC/JC August 29, 2016

    Interesting, The blame is not on the artists though, The blame should be on the Networks old ways of doing things, Being promotion and broadcasting….
    Networks need to adapt with the times and blaze a new trail for these stale award ceremonies.

    Sidenote: MTV Thos hosts Key & Peele were lame and horrible, never invite them back, Im sure everyone was rolling their eyes like me whenever they came back onto the screen

  22. HailLegendBeysus August 29, 2016

    Poor fRih, Twitter, Time, MTV, Billboard, GMA, Vogue, Rolling Stone, Fuse, Complex, and The GP all agree Yonce stole the NIGHT LMFAOOO!!!!! 2016 is YONCE’S YEAR AND ALL THESE OTHER GIRL’S ARE JUST TRYING TO FIND A SEAT IN IT! 😊😊😊😊😊 👏👏👏👏 🙌🙌🙌🙌

    • Blue Ivy Rod August 29, 2016

      Listen Beyonce had great performance but Beyonce was doing the same ole dance moves, she just put in a little more energy, it wasn’t iconic as whole but she had moments where I thought she was a rockstar (She should come out with fur coats like she had on that night, im sure it’ll sell out). Point is, did any of her singles top the charts after the show. Answer that

      • Keri Qween August 29, 2016

        Blue ivy lmao

        I agree her performance was dull, mundane,extremely long and try hard .

      • HailLegendBeysus August 29, 2016

        Get your tied and irrelevant ass out this thread! Where was Doneson’s performance? Oh that’s right she didn’t have one so you have to talk about other’s lmao! Will Skeri ever give you something to talk about?

      • HailLegendBeysus August 29, 2016

        Lmao you said all that to get to a point in which nothing you said even pertained to it you just jumped subjects. Beyoncé had 5 singles that all jumped 100+ spots and Lemonade re-entered the top 5 on the WW Itunes Charts. The Album re-entered the top 10 of 26 countries and the top 20 of 41 countries.

      • BEYSTAN_ SINCE 1997 August 29, 2016


        Shut your cry baby ass up! You was crying last night mad at Bey having 15 minutes. It’s not our fault Bey upstaged Rihanna last night, racked up 8 moon men, and snatched Madonnas’s VMA. Nothing about that performance was try hard, that title belongs to Rihanna who failed 4 times last night. Stay mad 😘

      • Keri Qween August 29, 2016


        Her 15 minute long try hard performance just shows how insecure she is in the same room as her rival. She should be ashamed of herself. It was extremely tacky tbh. You’re very delusional so i dont expect much .ALSO, 5 of those VMAS belong to the hard working men and women that she hired to bring the boring songs from Lemonade to life in the visual. Ie, best editing

      • BEYSTAN_ SINCE 1997 August 29, 2016


        15 minutes of slaygage. If yo ace an issue wit a bey performing that long then take it up with MTV, Bey can only do what they ALLOW her to do. Bey stole all her shine effortlessly & Rihanna failed miserably 4 times. That’s why you mad lol! Where was Keri last night?

      • Keri Qween August 29, 2016

        Shut up faag

      • Blue Ivy Rod August 30, 2016

        100 spots where? I do not see any in the TOp 10. Please have a seat

      • HailLegendBeysus August 30, 2016

        Sit! If you’re going to try it make sure your dumbass at least does the research! Read it and weep!

  23. MsYonce August 29, 2016

    The show was boring tbh Bey performance slayedd me but the show as a whole was a boring mess. They deserve the ratings they got tbh! Most of the performances were lackluster and the hosts were annoying as f***. A lot of irrelevant people were sitting in the audience as well like I can’t

    • IStan4Rihanna. August 29, 2016

      It was a very BORING show.


      Thank goodness for Rihanna and Beyonce but even they couldn’t save it ENTIRELY.


      I’ve already seen racist comments saying that it’s because Taylor Swift; Katy Perry; Lady Gaga weren’t there and that show was “too Black”. Whatever the hell that means.

      • MsYonce August 29, 2016

        Yeah I saw those racist comments to those people are really mad. The truth is people only watched for Beyoncé and Rihanna that’s it! Their ratings would’ve been worst if they weren’t there it’s really sad tbh

      • IStan4Rihanna. August 29, 2016

        The comments have been DISGUSTING to be honest and the racist Spears’ fans are just…

      • MsYonce August 29, 2016

        Yes Britney fans are being disgusting one said “That’s why they’re kill us*meaning black people they’re disgusting

  24. LB August 29, 2016

    On point, just a sign of the times, people are more into streaming and on demand viewing right now.
    Infact I don’t think people care about who gets the award beside the big categories, award shows are all predictable nowadays anyway.
    It is just a sign that streaming is not only taking over music, but TV too.

  25. LB August 29, 2016

    I’m pretty sure most people watch these just for the performances, and seeing that most performances make it on the internet anyway (in HD), very few people will actually sit down and watch who wins in the different categories. They’ll just stream the performances.

    • Blue Ivy Rod August 29, 2016


      But few dont get that

  26. MsYonce August 29, 2016

    People would be more interested if they didn’t drag out these damn award shows. People only care about the performances and who will win the awards. And these hosts are always doing unnecessary s*** like just present the awards and let the artists perform then end the s***

    • B&B August 29, 2016

      Yes b**** speak!

  27. LB August 29, 2016

    Wait, so when White people say the same things Beyonce fans say, they are racist?
    I love you girl but bye with that one

    • The Kpop Guy, Matt~ August 29, 2016


    • Amerikkka’s Most Wanted ~tyler August 29, 2016

      What “racist” comments did the Hive make ?

  28. Dvokals August 29, 2016

    I normally don’t post but we gotta get some things clear. The main focus was Rihanna. This was suppose to be her night to shine which she did do but not bright enough even tho she had 4 times to do so! Clearly enough of her fanbase were not tuning in to support her. We knew that Beyoncé was nominated for 11 awards but we had no idea that she was going to perform till the night before and I guarantee you most people were not informed till probably that night. So how the hell do y’all blame Beyoncé on the poor views?

  29. The Kpop Guy, Matt~ August 29, 2016

    I won’t lie. I’m still searching for my edges in the dark because of last night. She was trying to convert me

  30. B&B August 29, 2016

    Right. Hulu and Netflix on my phone. F** a tv.

  31. Lake Erie August 29, 2016

    Yup! So true. I don’t watch cable at all.. I streamed the whole show.. I hope Netflix do partner up with these networks. I prefer Netflix over Hulu even though I watch both.. idk but it’s just something bootleg about Hulu lol.. I still watch though.

  32. Nowqd Reddish tran ivy blobukz Need UK timely Ukuno eremixi August 30, 2016


  33. Kels August 30, 2016

    Well streams did better than tv because cable is too expensive. Cable will continue to suffer because people are not going to pay ridiculous prices for it with so many options available today that are less costly

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