With engagement at new highs, it’s the most socialized show of the summer.
The ratings for the 2019 MTV Video Music Awards are in, and while they're not up, they're not down – and in a cable-cutting world, that's a bit of a win for MTV and Viacom. According to Nielsen, total viewers and total adults were flat for the 2019 VMAs, though the show saw a 6% increase in ratings for the 25-54 demographic, helping make this the most-watched cable TV event of the year, not including sports.
On the other hand, there was a 6% dip in the 18-49 demo, although considering cable usage is down more than 30% among teens and young adults, that's hardly surprising. Perhaps with that in mind, MTV is clearly making overtures to the changing age demographics of cable: host Sebastian Maniscalco appeals to an older demo, and the finale clearly catered to viewers nostalgic for the '90s.
After trending for 12 hours worldwide and 13 hours in the U.S. on Twitter, the 2019 VMAs ended up the most social'd show of the entire summer, according to Nielsen Social Content Ratings.
It garnered the most social video views of any Viacom awards show ever, with social/video views up 85% to 269 million, according to Conviva Social Insights, Facebook and YouTube. As previously reported, there was a 129% increase in social engagement leading up to the show.