MUMBAI: Outfits of Miley Cyrus, 13-minutes speech of Kanye West and four awards of Taylor Swift were the highlights of this edition’s MTV Video Music Awards. The channel witnessed a growth among its digital viewers even as TV viewing fell.

The Viacom arm - MTV claimed that it has garnered more than 73 million views till date across platforms like television, MTV website and the MTV app, and also social platforms including Facebook and Twitter.

Even as the TV views for VMAs have been falling, there has been a growing rise in video streams, which is up by 55 per cent. It is estimated that till 1 September, 2015, MTV VMA had recorded 41 million videos streams across MTV’s digital platforms, Twitter and Facebook.

The channel, which has a strong digital arm, generated 2.1 million views on YouTube for coverage on VMAs. As per the data collected by the channel, MTV.com attracted 19 million total visits, up 23 per cent over 2014. The app witnessed an increase of 643 per cent compared to last year.

On socials, the channel registered good figures too. The video-sharing service Vine, had more than 100 million loops, as per the data collected till 30 August. Photo-sharing service Instagram witnessed 64 million interactions. On Facebook, 16 million people had 39 million Facebook interactions related to the 2015 MTV VMAs. Close to 21.4 million tweets were tweeted by 2.2 million people at VMAs. On Twitter, it witnessed 69 per cent year-on-year growth.

Log unto www.radioandmusicbiz.com for more.