Britney Spears offered a less-than-spectacular performance at the VMAs, and that produced serious gains online for MTV Networks.
Television viewers increased 23 percent to 7.1 million, a welcomed reversal following a disappointing tally last year. But the Britney bomb unleashed a merciless media swarm after the show, and a voracious appetite among consumers.
The resulting traffic poured online for the footage, and landed at mtv.com for the replay. On Wednesday, MTV pointed to full-day, unique visitor volumes of 8.7 million the day after the awards. That is a one-day record for the destination and a fourfold increase over volumes from last year.
Unsurprisingly, streaming video was the main attraction online. According to the data, mtv.com clocked 17.4 million streams the day after, a three-fold increase over last year and another record. The awards were first broadcast on Sunday evening.
Story by news analyst Alexandra Osorio