BRITS ENGAGE DIGITALLY

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BRITS ENGAGE DIGITALLY

2/18/22

The BRIT Awards has reported significant growth in the digital viewership related this year’s ceremony, counting more than 27m views across BRITs channel uploads, performances and the #BRITsUnseen YouTube campaign.

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

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

Based on the four days post-show, audio streams of tracks performed on the night 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, 1.5k items priced at £10 each, were sold out within 24 hours.

Luke Ferrar, Innovation Director at Polydor Records, who co-chaired The BRIT Awards 2022 Digital Committee alongside BPI Director of Digital, Giuseppe De Cristofano, said: "Our ambition for the BRITs digital campaign this year was to reach new frontiers and to 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 from these new partnerships."