MTV continues to drive ratings
Viacom’s (VIAB) media networks segment continues to gain from MTV Network’s ratings improvements. MTV, a global youth culture brand that creates original music and pop culture content, has witnessed double-digit growth in its ratings for the first time in six years.
Such an improvement in ratings has helped Viacom to achieve YoY (year-over-year) media networks segment growth of 2.8% driven by the strong performance of its advertising business, which grew 6.4% YoY in fiscal 4Q17.
MTV achieved nearly 945 million cumulative television subscribers in 179 countries worldwide in fiscal 2017 compared to 372 million subscribers in the same period last year.
Popular ongoing shows such as Teen Mom, Teen Mom II, Catfish: The TV Show, Ridiculousness, Are You The One? and the Challenge franchise continue to drive viewership growth. Moreover, new shows launched in fiscal 2017 such as SafeWord, Siesta Key, and Fear Factor have also contributed to this growth.
Growing popularity of other MTV platforms
Earlier in fiscal 2017, the Video Music Awards drew 5.4 million viewers across a live linear simulcast. On Twitter, the VMAs trended for 13 hours globally and were the number one trending topic in the United States between the 7:00 p.m. and 11:00 p.m slots.
MTV’s other platforms such as MTV Play offer video streaming for adults, on-demand access to fans’ favorite shows, and the live-streaming of MTV linear channels in ~27 countries and territories.
MTV’s other programming events, such as the European Music Awards, the MTV Movie and TV awards, and the MTV Fandom Awards, have also added to its subscriber growth.