2023 Billboard Music Awards Viewership & Social Engagement Spike in Digital Debut
Written by djfrosty on November 22, 2023
2023 Billboard Music Awards content garnered more than 293 million cross-platform views in its first 48 hours, dick clark productions announced Wednesday (Nov. 22). The show, making its debut in a digital format, was the No. 1 social program across all of TV and streaming on Sunday and jumped 47% in year-over-year social engagements.
Billboard Music Awards content was distributed via BBMAs and Billboard social channels, as well as via Harmony, Penske Media’s proprietary livestreaming platform, which syndicated BBMAs programming across sites including Billboard, Variety, Deadline, The Hollywood Reporter, Rolling Stone, IndieWire and WWD.
The 2023 Billboard Music Awards was the No. 1 social program across all of TV and streaming on Nov. 19, according to Social Content Ratings. It also ranked No. 1 in total interactions (Facebook, Instagram, Twitter and YouTube); No. 1 in earned interactions (Cross-platform Key Opinion Leader + Organic Twitter) and No. 1 in total video view counts (Facebook, Twitter and YouTube).
The BBMAs saw increased social engagement on show day (up 47% year over year) and throughout the duration of the campaign (up 43% year over year), according to ListenFirst.
A wide range of artists had top-performing on-demand clips.
KAROL G’s medley of “QLONA,” “Labios Mordidos” and “OJOS FERRARI” trended at No. 2 on YouTube on the day after the show and has more than 56 million views on her Instagram to date. The Colombian singer delivered a sexy, soaking-wet performance with her team of dancers on an immersive, water-filled stage, with choreography by Parris Goebel. She was surrounded by fans from Spotify’s Fans First program.
Morgan Wallen’s performance of “’98 Braves” has more than 43 million views on the BBMAs’ Instagram so far. The country superstar performed the song at the Atlanta Braves’ current MLB home field, Truist Park.
Performances by K-pop stars Stray Kids and NewJeans trended on YouTube on the day following the show at Nos. 8 and 9, respectively. Stray Kids performed “S-Class” and “LALALALA” from South Korea. Their performance on an elevated stage was augmented by pyrotechnics. NewJeans performed “Super Shy” and “OMG” as fans sang along.
Mariah Carey’s performance of “All I Want for Christmas Is You” also hit YouTube’s trending list (No. 11). After dropping into the stage via a ski lift, the Queen of Christmas transported fans into a winter wonderland that featured dancers on skates and backup singers including her children, Roc and Roe. The creative was overseen by legendary choreographer Debbie Allen. This marked the first time the holiday anthem was performed on an awards show.
According to data from Luminate, songs performed on the 2023 Billboard Music Awards saw an increase in total on-demand streams on the day following the BBMAs (when compared to BBMAs day, Nov. 19). “One in a Million” by David Guetta and Bebe Rexha increased by 47%. KAROL G’s “OJOS FERRARI” saw a 38% spike. Wallen’s “’98 Braves” increased by 25%.
Winners were determined by year-end performance metrics on the Billboard charts, the music industry’s ultimate data-driven measure of success. The eligibility dates for this year’s awards are aligned with Billboard’s year-end charts tracking period, which measures music consumption from the charts dated Nov. 19, 2022 through Oct. 21, 2023.
The 2023 Billboard Music Awards Presented by Marriott Bonvoy is produced by dick clark productions. Watch the 2023 Billboard Music Awards now at BBMAs.watch.