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This isn’t your father’s MTV. If it were, there’d be a lot more Limp Bizkit videos, Jenny McCarthy appearances and Rock N’ Jock games. Instead, the modern-day MTV is basically just a bunch of Ridiculousness episodes and rebooted versions of The Challenge played on a loop. Yet, somehow, the network, which airs about as many music videos per day as C-SPAN does, still presents a yearly Video Music Awards show…that nobody’s watching.
Last weekend’s show was the least watched VMAs of all-time.
— Aliah (@AliahXtine) September 13, 2021
The people have spoken and have made it abundantly clear that they have no interest in rushing to their devices to lay eyes on Lil Nas X or a 63-year-old Madonna. Now, toss some Kid Rock and House of Pain on the stage and promote the show during commercial breaks of an SEC Saturday, and things might be a bit different. But that’s neither here nor there.
According to The Daily Wire, this year’s VMAs drew fewer than one million viewers (900,000) for the first time in the show’s history. Ratings were down 32% from 2020. The lack of eyeballs should be cause for concern for the MTV brass. Just six years ago, nearly 10 million people tuned into the VMAs.
It’s not hard to see why VMA ratings have tanked in recent years. The awards show has shifted away from must-see musical acts to promoting who’s wearing the dumbest set of mismatched clothes and which C-lister feels the need to tell the world whom to vote for and what to think.
This was on full display Sunday evening when 68-year old Cyndi Lauper used her time on stage to talk wages. “The girls still wanna have fun,” said Lauper. “But we also want funds. Equal pay. (We want) control over our body. You know, fundamental rights.”
Judging by the ratings, Lauper’s comments would’ve reached more of an audience if she appeared on NCIS: Los Angeles or The Equalizer.