For its flagship 2016 Video Music Awards, MTV is touting the biggest digital reach ever in the awards show’s history. Overall, this year’s VMAs served more than 173 million video streams from Sunday, Aug. 28, through Tuesday, Aug. 30, up 313% from last year.
That included a booming presence on Snapchat, the social dynamo with 150 million users: MTV’s Live Story feed on Snapchat for the VMAs reached nearly 21 million unduplicated global unique viewers, versus 12 million in 2015. The network’s content on Snapchat covered the show itself — which featured performances by Beyoncé, Rihanna, Britney Spears and other artists — as well as behind-the-scenes action leading up to it. For MTV’s Snapchat channel, VMA-related content (which was live for 24 hours from Aug. 28-29) delivered 30.5 million total video views, versus 25 million last year.