Taylor Swift Boosts Grammy Viewership By 34% To Average Of 16.9M — Highest Since Pre-Pandemic

The 66th Annual Grammy Awards, featuring a historic night for Taylor Swift, saw a significant surge in viewership, marking the highest numbers since the pre-pandemic show in 2020.

What Happened: The Grammys, which aired on Sunday, drew an average of 16.9 million viewers, a 34% increase from the previous year, broadcaster CBS said, reported Reuters. Swift’s exceptional night, where she clinched her fourth Album of the Year award for “Midnights,” played a pivotal role in this surge. The event also saw a remarkable dominance by female artists.

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Despite the general decline in traditional television viewership, particularly during the pandemic, the Grammys’ numbers were comparable to last year’s Academy Awards, which attracted around 18.7 million viewers. However, the Super Bowl remains the most-watched event on U.S. television, typically drawing in around 100 million viewers.

Why It Matters: Swift’s latest triumph at the Grammys adds to her list of recent achievements. In December 2023, her album “1989 (Taylor’s Version)” matched Elvis Presley’s Billboard record by reclaiming the No. 1 spot on the Billboard 200 for the 67th time in her career.

Swift’s success is not limited to her music. In January, she was rumored to get engaged to Kansas City Chiefs tight end Travis Kelce at the Super Bowl LVIII, a story that made its way to sportsbooks. However, this news was overshadowed by a surge in criticism and conspiracy theories from supporters of former President Donald Trump, who accused Swift of manipulating the Super Bowl outcome in favor of President Joe Biden.

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