Viewership of the 67th Annual Grammy Awards may have dipped on CBS, but its social-content ratings skyrocketed to a record high for a televised event.
The High Note: As more people cut the cord, it’s inevitable that broadcast viewership declines for everything from late-night TV to starry awards shows (only the Super Bowl has been spared). But that doesn’t mean the audience has tuned out — they’re content just engaging with the highlights, so they can be in the cultural conversation.
Behind the Curtain: The Grammys audience is very online.
On CBS, viewership dropped 10% from 2024 for a total of 15.4 million viewers.
But it delivered the most social-media traffic ever for a single TV broadcast, scoring 102.2 million interactions, per Talkwalker’s social-content ratings.
And that was with a reduced marketing spend by both CBS and the Recording Academy — an impact of the recent wildfires.
Final Tally: The massive social-media traffic demonstrates that, even if they’re not watching the Grammys, they’re tuned in with what’s happening… especially due to headline-making wins by Beyoncé and Kendrick Lamar. As perennial broadcast programming finally migrates to streaming (the Oscars on Hulu, the Super Bowl on Tubi, John Mulaney on Netflix), finding a way to make that content easily shareable to socials could open up a major new revenue stream.
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