Last week’s Brit Awards made a digital splash well beyond the UK, according to stats released by the organisers this morning.

The event was watched by 1.7 million people on YouTube, which hosted a livestream for viewers outside the UK. That’s up 60% year-on-year, with videos from the event reaching more than 15m views within a couple of days of the awards.

Meanwhile, the Brits Red Carpet Live Show notched up more than 800k views on Twitter, TikTok and YouTube; there were 20k Brits-related tweets every minute at the show’s peak; more than 11m views of Brits TikTok content on the day of the show itself; and Instagram likes more than doubling (up 125%) year-on-year.

It’s a mark of how current music awards shows judge their success: not just on TV viewing figures in their domestic market, but on digital engagement globally.

Music Ally’s next Learn Live webinar will help you build the strategies for artists to thrive in new international markets!

Music Ally's Head of Insight

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