LOS ANGELES, CALIFORNIA – FEBRUARY 04: (FOR EDITORIAL USE ONLY) (L-R) Phoebe Bridgers, Julien Baker, … [+]
Award shows remain on an upward trend.
A hefty 16.9 million viewers tuned into The 66th Annual Grammy Awards on CBS on Sunday, according to Nielsen Media Research, which marks a four-year high for the live celebratory music extravaganza. Comparably, this was 34 percent above the 12.4 million viewers for the year-ago festivities. And this tally will surpass 17 million viewers once the Live+3 Day ratings after factored in. Live+3 ratings include the additional viewers who watch within the first three days after the original airdate.
The peak quarter hour was at 9:45 p.m. ET with 18.25 million viewers during the In-Memoriam segment with performances by Stevie Wonder, Annie Lennox, Jon Batiste and Fantasia Barrino.
Additionally, streaming partner Paramount+ saw its highest Grammys viewership ever with 173% more streams than in 2023.
As expected, The Grammy Awards easily dominated social media on Sunday with 62.6 billion potential impressions, according to NetBase, ranking as the #1 social entertainment event, to-date, of 2024. Potential impressions are the estimated number of people who might have viewed posts related to this topic.
The Grammys also trended in the top 10 in the U.S. for 12 hours and peaked at #1.
