The BRIT Awards increased its digital audience in 2018, with views of its international YouTube live stream up 50% on last year.
Last week's show was supported by the most comprehensive social coverage in BRITs history, live streaming across YouTube, Facebook, musical.ly, Instagram, and Twitter throughout the day. More than 1.5 million people streamed the broadcast live or via video on demand, while the two-hour Facebook Red Carpet Live stream reached 6.1m over three days.
The BRITs digital campaign was led by Sony Music UK’s VP of digital Dorothy Hui, and BPI’s director of digital Giuseppe De Cristofano.
Hui said: “Our team designed this year’s campaign strategy around creating exciting experiences to cater towards audience and platform shifts towards live and social video. We’re thrilled so many fans around the world were able to join us across platforms to experience BRITs 2018.”
De Cristofano added: “Our ambitious strategy to go live on all platforms for the first time coupled with a wonderful team of presenters and social influencers, has given fans unrivalled access to the show and to their favourite artists.
"We work very closely with our social media partners to make sure that every activity is maximised for the artists and for the fans watching. It is a huge team effort and I’m thankful to everyone involved."
TV ratings for the BRITs on ITV1, meanwhile, were down by 900,000 viewers on last year. Despite a strong line-up of performers, including Rag'N'Bone Man, Ed Sheeran, Stormzy, Dua Lipa, Foo Fighters, Justin Timberlake and Rita Ora, the live broadcast averaged 4.5 million. Its peak audience was 5.5m.