×
You will be redirected back to your article in seconds

Taylor Swift Videos More Popular Than Most Network TV, Nielsen Numbers Show

TV may not be the biggest audience driver for much longer: New Nielsen research commissioned by Vevo shows that music videos from well-known artists routinely gather equal if not bigger audiences than network TV shows.

Case in point: Taylor Swift’s catalog of music videos had a bigger audience than all but one network TV show during the week that Swift’s “Bad Blood” music video was released last year; 18 million U.S. viewers watched Swift’s videos over the course of seven days when “Bad Blood” was released, a number surpassed only by “NCIS: Los Angeles.”

Swift isn’t the only musical artist with TV-sized audiences. Drake’s videos were watched by close to 6 million U.S. viewers during the week that “Hotline Bling” came out, beating a number of hit TV shows. Rihanna’s videos were also watched by almost 6 million U.S. viewers when “Bitch Better Have My Money” came out this past summer. What’s more, her videos were twice as likely to reach 18- to 49-year-olds than CBS’ summer hit “Big Brother.”

Vevo arrived at these results after partnering with Nielsen“We wanted to do an apples to apples comparison,” Vevo VP of research Andrea Zapata told Variety. That’s why the company wanted to go beyond just tracking video views, and commissioned Nielsen to measure audience share of individual artists against its panels.

Of course, one could argue that music videos and TV shows still aren’t quite the same, especially if one compares just one episode of a show with an artist’s entire catalog. Zapata justified the practice by pointing out that many music video viewers start by watching a new song, only to dive deeper into an artist’s catalog in a kind of mini-binge. “It’s actually the catalog that does a lot of the heavy lifting,” she said.

Zapata also said that Vevo’s goal wasn’t to claim that TV was dead, as the medium clearly still attracts audiences of millions. But at the same time, some of the most valuable eyeballs are starting to watch more and more online, with music videos just one indicator for changing loyalties. “The audiences are shifting,” she said. “We are in a shifting landscape.”

More Digital

  • The Netflix logo is displayed at

    Netflix in Advanced Talks to Join Motion Picture Association of America

    WASHINGTON — Netflix is in advanced talks to join the Motion Picture Association of America, a move that would reflect its evolution as a major player in the movie business. The MPAA currently has six major studios as members, each paying annual dues between $15 million to $20 million per year. But it faces the [...]

  • The Expanse

    Amazon Launching 'The Expanse' Seasons 1-3 Worldwide Ahead of Season 4 Premiere

    Amazon has acquired worldwide subscription-streaming rights to the first three seasons of “The Expanse,” the space thriller that originally aired on Syfy, leading up to Prime Video’s debut of season 4 later in 2019. Seasons 1-2 of “The Expanse” are currently available in the U.S. on Prime Video. All three seasons, comprising 36 episodes in [...]

  • Beta Sells Alex Pina’s Movistar +

    Beta Film Rolls Out Alex Pina, Esther Martinez Lobato’s ‘The Pier’ (EXCLUSIVE)

    MIAMI  — Clinching more deals on one of Mipcom’s highest-profile premieres, Beta Film has closed early major territory sales on Movistar + Original “El Embarcadero” (“The Pier”), Alex Pina and Esther Martínez-Lobato’s follow-up to Netflix phenomenon “La casa de papel” (“Money Heist”), identified by the streaming giant in its first-quarter results last April as its [...]

  • Oscar OScars Placeholder

    How to Watch Oscar Nominations Live Online

    The 91st Academy Awards may be hostless, but its nominations will be led by Kumail Nanjiani of “The Big Short” and Tracee Ellis Ross from ABC’s “Black-ish.” The two actors will announce the nominees live beginning at 5:20 a.m. PT/8:20 a.m. ET on Tuesday, Jan 22. All 24 Oscar categories will be announced in a [...]

  • Google Fined $57 Million in France

    Google Fined $57 Million in France for Breach of Data Protection Rules

    Google has been fined €50 million ($57 million) in France by data regulator CNIL for breaching the European Union’s data protection rules. The CNIL said in a statement that Google had not sufficiently informed its users about the exploitation of their personnal data. “We’re not denying that Google informs users who open an account…but the [...]

  • BURBANK, CALIFORNIA - JANUARY 18: (EDITORIAL

    Dax Shepard, Bobby Bones, 'Breakfast Club' Among iHeartRadio Podcast Awards Winners

    iHeartRadio launched its first ever Podcast Awards on Friday (January 18) in Los Angeles. Among the winners in 22 categories were “Whine Down with Jana Kramer” (Best Entertainment TV Podcast); “Armchair Expert with Dax Shepard (Breakout Podcast); “Bobbycast” (Music Podcast); and “The Breakfast Club” (Best Multicultural Podcast). The winners were determined by iHeartRadio listeners. Taking the top prize of Podcast [...]

More From Our Brands

Access exclusive content