Brit Awards viewing figures down
Published 27/02/2014 | 23:02
New figures show that even with a live stream available around the world, the viewing figures for this year's Brit Awards were still down on those for last year.
The show was accessed 1.8 million times by overseas viewers during last week's broadcast on YouTube, in addition to the average audience of 4.6 million who watched it on ITV in the UK.
However it still narrowly failed to match the 6.5 million who tuned in for the ITV broadcast in 2013.
The YouTube figures are for "stream activations" rather than the number of individuals who accessed the footage of the ceremony and could include viewers who tried to activate the broadcast on more than one occasion during the show.
The global live stream was a first for this year's Brit Awards, with the aim of raising the profile of the awards around the world. It also included a best video award in which music fans around the world were able to cast a vote by Twitter.
Organisers will be pleased that online access has shown an upward trend. The new figures show that the 15.7 million views of the awards' YouTube channel since the launch of the event's promotional campaign in November are a fifth higher than the year before - and three-quarters (76 per cent) of the total came from outside the UK.
Since the show began its broadcast on February 19, the Brits channel has been viewed 7,460,658 times - double the figure for last year, according to Brits organisers.
Chairman of the Brits Committee Christian Tattersfield said: "The response from fans across those platforms has been extremely positive and underscores the enduring appeal of the Brits experience as it continues to evolve with its audience."