BRIT AWARDS' DIGITAL REWARD

The BRIT Awards have reported significant growth in digital viewership, counting more than 27m views following the 2/8 awards ceremony.

The BRITS YouTube channel had 5m views, while the #BRITsUnseen YouTube campaign recorded 11m. Performances from the ceremony logged 11m views (down from 2021’s 15m), with Adele, Ed Sheeran and Dave proving most popular.

The BRITs recorded a 42% increase in views on TikTok. There were more than 16m views of event-day content on the platform, while anything published with the #BRITsTok hashtag had more than 332m views to date.

Based on the four days post-show, audio streams of tracks performed rose 55% (3.3m additional streams) compared to the four days leading up to the show. Sheeran's “The Joker & the Queen” (+699%), Little Simz's “Introvert” (+275%) and “Woman” (+224%) and Dave's “In the Fire” (+168%) led the spike.

The BRITs inaugural limited-edition NFT collection, in which 1.5k items were priced at £10 each, sold out within 24 hours.

Said Polydor Records Innovation Director Luke Ferrar, who co-chaired The BRIT Awards' 2022 Digital Committee alongside BPI Director of Digital Giuseppe De Cristofano, "Our ambition for the BRITs digital campaign this year was to reach new frontiers and create unique and innovative opportunities for the show and its audience. The BRITs continues to grow and expand its reach even further than before, and I am delighted to see such great results."

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