The 67th Annual Grammy Awards was held at the Crypto.com Arena in Los Angeles, California, on February 2, 2025. The show, which honoured the best recordings, compositions, and artists as chosen by the members of the Recording Academy, was covered by over 1,800 channels, totalling around 2.5 million Hours Watched (HW).
Among the most winning artists to take home gongs was Kendrick Lamar, whose Not Like Us won in five categories where it was nominated. These awards included Record of the Year and Song of the Year, making it the most decorated rap song in Grammy history. It also joined Childish Gambino's This Is America as the only rap song to ever win Record of the Year at the Grammys.
Industry megastar Beyoncé also had a great time, receiving the most nominations with eleven and claiming three awards, including Album of the Year and Best Country Album for Cowboy Carter. It made her the first Black artist to win Best Country Album and the first Black woman to win Album of the Year since Lauryn Hill in 1999.
As always, a few highly influential content creators were present at the awards function, livestreaming their experiences to thousands of fans globally. Among these influencers was Kai Cenat, who also ended the night as one of the Grammy's most popular broadcasters, clocking in at 254,201 Peak Viewers (PV).
The official channel of the Grammy's on YouTube ended as the most popular one to cover the star-studded event. This livestream ended as the channel’s most popular of all time, beating the previous topper, the broadcast of the 64th edition, by a handy 38.84%.
Intriguingly, a YouTube Shorts clip posted by the official account reached 21,816 PV, reiterating the changing landscape of video-sharing and livestreaming services. Where once more content was king, it seemingly looks like the future of such apps rests on these byte-sized videos that don't take up too much time for users.
Getting back to live broadcasting, there were also a host of major American news companies that broadcast proceedings from the red carpet. Among them, the most popular was the Associated Press, which reached as many as 99,965 PV. CBS and CNBC-TV18 were the other prominent names to make the top ten list by peak concurrent viewership, both notching over 17,000 PV.
What undoubtedly drove the viewership of this iteration of the world-famous music awards was the beef between Drake and Kendrick Lamar. In fact, Not Like Us was a diss track the 37-year-old had created to respond to previous songs aimed at him by the Canadian rap superstar. It ended up becoming the first-ever diss track to clinch a Grammy.
