The 74th Annual Primetime Emmy Awards rocked social media on Monday night, ranking as the most social Emmys in the past five years.
According to data provided by NBC to TheWrap, social video views were up 150% over the past year, powered by both TikTok and the Instagram reel. On NBCUniversals’ linear, social and digital platforms, 1.1 billion minutes of Emmy video content were consumed.
In addition to the staple “Live from E!” Stream, NBCU also rolled out new digital preshow initiatives on the Linear channel as well as on Peacock, Twitter and TikTok. Combined, that content received an initial 3.8 million views and 1.1 million video minutes. In total, about 2.6 million people arrived.
Exclusively on E! News social platforms, social video views and post-show engagements increased by 137%, while social video minutes viewed increased by almost 7%.
While the 2022 Emmys have made strides in the digital and social realms, award shows haven’t done well in linear ratings. The broadcast hit an all-time low in viewership this year, with 5.9 million attendees.
The ceremony aired on NBC for the first time since 2018, when it garnered a total audience of approximately 10.2 million (which, at the time, was a historic low for an Emmy). That was also the last time the show aired on a Monday, as NBC is also the home of “Sunday Night Football.”
It’s not for nothing that the Emmys are usually the least-watched at major awards shows, and they’ve all taken a hit in recent years because of the pandemic. However, the Emmys made a slight comeback last year, leading to a slightly higher ratings drop this year.
Monday night’s ceremony turned out to be a night of some surprises, with the victory largely playing out as predicted. In the end, it was HBO’s limited series “The White Lotus” that took home the most trophies, followed by “Ted Lasso” and “Succession”. Read the full list of winners here.
