Miss Grand International, an international beauty pageant franchise out of Thailand, recently held its 12th iteration at the MGI Hall in Bangkok, Thailand. Featuring contestants from over 60 different countries, the event was highly watched by an international English-speaking audience. The final moments of the competition reached just shy of 1.9 million concurrent viewers, making it one of the most popular YouTube livestreams of 2024.
GrandTV, the official YouTube channel for the Miss Grand franchise, boasts over 2 million subscribers and has been consistently growing its presence year-on-year. The recent Miss Grand International 2024 was what gave the channel the boost to reach new subscriber milestone. The event was only broadcast for just over 3 hours, but it still managed to accumulate 3.37M Hours Watched and maintain more than 1.06M Average Viewers.
Viewership for the event reached its peak as the winner was crowned. Rachel Gupta, a young model from India, was crowned Miss Grand International 2024, making her the first Indian to win the title. The official GrandTV channel reached 1.89M Peak Viewers as she was crowned, which marks an increase of over 360K concurrent viewers compared to last year’s peak viewership.
Other Miss Grand International events like the preliminary competitions, national costume competition, and others received sizeable viewership, but nothing comparable to the ultimate night. While the event did record a boost in viewership compared to last year, it still fell short of the 2022 event, which was the first MGI event broadcasted on the GrandTV YouTube Channel. The 2022 event received 1.98M PV for its grand final, just less than 100K more concurrent viewers than the recent edition.
Although the 2024 Miss Grand International finals were not the most popular MGI edition on YouTube, it still generated massive viewership and was one of the most popular YouTube Live broadcasts of the year. Streams Charts has collated the most popular Entertainment category streams on YouTube Live for the year, which highlights just how popular the Miss Grand International 2024 finals were.
The Miss Grand International 2024 finals broadcast on GrandTV was the second-most popular Entertainment stream on YouTube Live this year, falling only behind a fashion show presented by Victoria’s Secret on October 15, which was also the only stream to earn more than 2M concurrent viewers at peak.
The GrandTV broadcast was more popular than the live broadcast of the Eurovision finals and more popular than Beta Squad’s exhibition football match featuring other content creator crew AMP. It also outperformed Inteligência Ltda’s podcast featuring Pablo Marçal, a Brazilian businessman turned politician who ran for the mayoral position in São Paulo this year.
With Miss Grand International 2024 having recorded such a serious increase in viewership compared to last year, it seems that the Asian beauty contest is quickly emerging as one of livestreaming’s most popular yearly events. The MGI will next be aiming for 2M Peak Viewers, and with such a wide range of international viewers interested in beauty pageants, it will likely find the new fans it needs for this goal.
