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BRITs hit widest digital audience

The 2017 BRIT Awards hit record-high digital audience numbers through social media sites such as Facebook, Twitter, Instagram, Snapchat and more.

The Awards’ views went through the roof when they expanded their digital partnerships for the show, with over 445m views and interactions across various social media platforms.

“This year’s initiatives were designed to give the audience the opportunity to further engage and personalise their experience with the show on the platforms of their choice,” said Dorothy Hui, chair of BRITs Digital Committee.

“Our goal was to let fans experience the highlights and the emotions from BRITs 2017 alongside their favourite artists — we are thrilled to have been able to bring them along for this journey.”

Apple Music, the Official Digital Music Partner to the BRITs 2017, offered audio and video highlights from the performances including Bruno Mars, Ed Sheeran, Little Mix and The 1975. International fans were able to watch the show through a YouTube live-stream that reached 1m viewers.

Giuseppe De Cristofano, digital director, BPI & BRIT Awards commented: “The BRITs continues to develop into a valuable platform for British music thanks, in part, to an integrated digital campaign.

“This strategy is fast-extending the reach of the Awards across international audiences, enabling global music fans to engage with British artists through their preferred social platform,” said De Cristofano.