In a groundbreaking digital debut, the 2023 Billboard Music Awards shattered expectations, amassing over 293 million cross-platform views within its first 48 hours. The event, presented by Marriott Bonvoy and produced by dick clark productions, marked a historic shift, becoming the No. 1 social program across all TV and streaming platforms on November 19.
Hosted on digital platforms including BBMAs and Billboard’s social channels, as well as Harmony, Penske Media’s livestreaming platform, the awards show showcased an impressive 47% increase in year-over-year social engagements. The digital extravaganza reached audiences far and wide, syndicating its programming across major media sites like Billboard, Variety, Deadline, The Hollywood Reporter, Rolling Stone, IndieWire, and WWD.
Social Content Ratings confirmed the 2023 Billboard Music Awards’ dominance, ranking it as the top social program on the specified date. The event also secured the top spots in total interactions (Facebook, Instagram, Twitter, and YouTube), earned interactions (Cross-platform Key Opinion Leader + Organic Twitter), and total video view counts (Facebook, Twitter, and YouTube).
ListenFirst reported a remarkable surge in social engagement, with a 47% year-over-year increase on the day of the show and a 43% increase throughout the campaign’s duration. The buzz extended to on-demand clips featuring an array of top-performing artists.
KAROL G’s sultry medley of “QLONA,” “Labios Mordidos,” and “OJOS FERRARI” claimed the No. 2 spot on YouTube the day after the show, accumulating over 56 million views on Instagram. Morgan Wallen’s captivating performance of “’98 Braves” at Truist Park, the Atlanta Braves’ current MLB home field, garnered over 43 million views on the BBMAs’ Instagram.
K-pop sensations Stray Kids and NewJeans also left their mark, with their performances trending on YouTube at Nos. 8 and 9, respectively. Mariah Carey’s iconic rendition of “All I Want for Christmas Is You” even secured the 11th spot on YouTube’s trending list, marking the first time the holiday anthem was performed on an awards show.
Luminate’s data revealed a substantial increase in on-demand streams for songs performed at the 2023 Billboard Music Awards. David Guetta and Bebe Rexha’s “One in a Million” witnessed a 47% spike, while KAROL G’s “OJOS FERRARI” and Wallen’s “’98 Braves” experienced increases of 38% and 20%, respectively.
The awards ceremony, where winners were determined by year-end performance metrics on the Billboard charts, aligning with the music industry’s ultimate data-driven measure of success, solidified its place as a cultural phenomenon. The eligibility dates for this year’s awards tracked music consumption from November 19, 2022, through October 21, 2023.
The 2023 Billboard Music Awards not only marked a digital triumph but also set a new standard for engagement and viewership, captivating a global audience with its dynamic performances and chart-topping moments.