MTV’s VMAs Still Drive Healthy Streaming Spikes for Artists—A Peek at the Data

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MTV VMAs streaming spikes

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Photo Credit: MTV YouTube

The 2023 MTV VMAs may not command the viewership of years past—but the impact on music streaming is still noticeable. Let’s take a peek at Spotify data to see it.

Viewership for this year’s show was on the rebound compared to the all-time low the VMAs achieved in 2021—which is partially attributed to many new artists on showcase. Here’s a quick peek at how artists fared on Spotify’s streaming service following their performances at the VMAs, with this data reflecting the percentage increase in individual hours following the live broadcast vs. the same hour in the previous week.

Anitta

Brazilian powerhouse Anitta saw a massive increase in streams on Spotify after her win for Best Latin Video with “Funk Rave.” The song itself saw streams increase 950% globally, with 450% increase in the United States alone. Streams of “Used to Be” also increased more than 105% in the United States.

Shakira

Shakira was honored with the MTV VMA Vanguard Award and the Colombian superstar’s “Te Aviso, Tu Anuncio (Tango)” saw a boost of 260% in streams in the United States on Spotify.

Olivia Rodrigo

Following Olivia Rodrigo’s “vampire” performance at the VMAs, the track saw a 100% increase in streams in the United States.

Reneé Rapp

Reneé Rapp made her MTV VMAs debut this year and saw a 90% increase in streams on Spotify for her single, “Too Well.”

Also of note—MTV closed out the show with a special finale dedicated to honoring the 50th Anniversary of Hip-Hop. This presentation featured an ensemble of hip-hop legends that helped shape the genre, including Doug E. Fresh and Slick Rick, whose 1999 hit “The Show” saw an increase of 115% in streams globally on Spotify following the segment.

Taylor Swift took home 9 VMAs this year, including Best Video, Visual Effects, Pop Video, Cinematography, Direction, Show of the Summer, Song, Artist, and Album.