MTV VMAs Sound Sour Ratings Note

Event's 6.5 million cumulative viewers down from last year
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MTV’s Video Music Awards special Sunday was a big hit on social media, but not so much on linear TV.

The annual music-fest drew 6.5 million viewers across its 11-network simulcast according, down from 9.8 million viewers last year, according to Nielsen Fast Nationals ratings

The event, which featured musical performances from Beyonce, Rihanna, and Britney Spears, did hit a chord with fans on social media, attracting 62.8 million video streams last night, up 70% from 36.8 million during last year’s show, according to MTV.

RELATED: MTV's Michael Klein looks to get the network back into the groove

On Facebook alone, the event drew 45.8 million streams on the social media site, well above the 4.4 million streams generated from last year’s show, according to MTV.

MTV VIDEO MUSIC AWARDS WINNERS

VIDEO OF THE YEAR

BEYONCÉ – “Formation”

Director: Melina Matsoukas

MICHAEL JACKSON VIDEO VANGUARD AWARD

Rihanna

BEST FEMALE VIDEO

BEYONCÉ – “Hold Up”

Director: Jonas Åkerlund, Beyoncé Knowles Carter

BEST MALE VIDEO

Calvin Harris ft. Rihanna – “This Is What You Came For”

Director: Emil Nava

BEST COLLABORATION

Fifth Harmony ft. Ty Dolla $ign – “Work From Home”

Director: Director X

BEST HIP HOP VIDEO

Drake – “Hotline Bling”

Director: Director X

BEST POP VIDEO

BEYONCÉ – “Formation”

Director: Melina Matsoukas

BEST ROCK VIDEO

twenty one pilots – “Heathens”

Director: Andrew Donoho

BEST ELECTRONIC VIDEO

Calvin Harris & Disciples – “How Deep Is Your Love”

Director: Emil Nava

BREAKTHROUGH LONG-FORM VIDEO

BEYONCÉ – Lemonade

BEST NEW ARTIST

Presented by Taco Bell®

DNCE

SONG OF SUMMER

Presented by Verizon

Fifth Harmony featuring Fetty Wap – “All In My Head (Flex)”

PROFESSIONAL CATEGORIES

Presented by Orbit® Gum

BEST ART DIRECTION

David Bowie – “Blackstar”

Production Designer: Jan Houllevigue

BEST CHOREOGRAPHY

BEYONCÉ – “Formation”

Choreographer: Chris Grant, JaQuel Knight, Dana Foglia

BEST DIRECTION

BEYONCÉ – “Formation”

Director: Melina Matsoukas

BEST CINEMATOGRAPHY

BEYONCÉ – “Formation”

Cinematographer: Malik Sayeed

BEST EDITING

BEYONCÉ – “Formation”

Editor: Jeff Selis

BEST VISUAL EFFECTS

Coldplay – “Up&Up”

VFX Editor: Vania Heymann

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