MTV is looking at implementing one big change with its VMA telecast in response to what the cable channel says is a shift in how its audience watches the event.
The AP reports that the channel will consider airing the annual Video Music Awards live across the country because it is increasingly being seen online instead of on TV.
“This year’s show, featuring a 16-minute Beyonce mini-concert, four performances by Rihanna and a Kanye West monologue, was watched by 6.5 million people on one of the 11 Viacom networks that aired it, the Nielsen company said. That’s sharply down from the 9.8 million who watched the 2015 show,” the AP reports.
“The network said Tuesday that there were 149 million streams of VMA content online Sunday and Monday, a combination of live streaming through MTV’s website and aggressive packaging of video clips on venues like Snapchat, Facebook, Twitter, YouTube and the like,” the report notes. “The majority of streams (86 million) came Monday, after people heard or read about the show and wanted to check out clips, MTV said.”
MTV said the comparable number of streams for 2015 was 30.7 million, the AP adds.
The show is traditionally aired live on the East Coast and tape-delayed in other time zones.
But MTV President Sean Atkins suggested that might change, saying: “In a world where you are multi-platforming, when I can experience it on my feed from my friends on Facebook who are in New York, are you better off just going live? You give everyone essentially equal access to every platform at the same time.”