Grammys viewership drops to 15.4 million despite star-studded show

The 2025 Grammy Awards saw a 9 percent ratings decline, breaking a three-year growth streak, though it remains one of the most-watched entertainment events of the year.

Chappell Roan performs onstage at the 67th Grammy Awards at Crypto.com Arena on February 2, 2025, in Los Angeles, California. Photo by John Shearer/Getty Images

By Sarah Oktaviany and Alana Salsabila

Viewership for the 2025 Grammy Awards fell to 15.4 million on Sunday night, marking a 9 percent decline from last year’s 16.9 million viewers, according to Nielsen data. The drop ends a three-year streak of ratings growth for the music industry’s biggest night.

Since the pandemic-era ceremony in 2021, which saw viewership plummet to just nine million, the Grammys had been on an upward trajectory. That resurgence peaked with last year’s event, which drew nearly 17 million viewers. However, this year’s decline signals a potential slowdown in the ratings recovery that awards shows have enjoyed in recent years.

Despite the slip, the Grammys—broadcast live on CBS and streamed on Paramount+—remains one of the most-watched entertainment events of 2025. The show’s performance among adults under 50 remained relatively stable, suggesting that the core audience for music’s biggest night has remained engaged.

Star power and standout performances

While viewership declined, Sunday’s Grammy Awards delivered plenty of headline-making moments. Taylor Swift, who won album of the year four times, presented Beyoncé with the award for best country album in an embrace that quickly went viral. Beyoncé, who had previously been overlooked for the top prize, finally secured her first album of the year win with Cowboy Carter, marking a historic moment in Grammy history.

The night also featured high-energy performances from rising stars like Chappell Roan, Sabrina Carpenter, Charli XCX, Benson Boone, and Doechii. Established icons Lady Gaga and Bruno Mars took the stage together for a moving rendition of California Dreamin’, a performance dedicated to victims of the recent Los Angeles wildfires.

Beyond the music, the Recording Academy leveraged the event as a platform for philanthropy, announcing that it had raised more than $24 million for wildfire relief efforts. The ceremony, which blended entertainment with social impact, was widely praised by critics, with Variety hailing it as “the best Grammys in years.”

Did marketing challenges impact the Grammys' viewership?

Ahead of the event, Grammy producers had warned that a viewership boost was unlikely. The ceremony’s promotional campaign was scaled back due to the devastation caused by the Los Angeles wildfires, which limited the Recording Academy’s ability to launch its usual marketing push.

While this strategic shift was understandable given the circumstances, it may have contributed to the ratings slip. Awards shows often rely on aggressive marketing campaigns in the weeks leading up to the event to maximize audience engagement. Without this push, casual viewers may have been less aware of the ceremony’s timing, potentially leading to lower tune-in numbers.

What the decline means for the Oscars and other awards shows

The drop in Grammy ratings raises questions about how other major awards shows will perform this season, particularly the Academy Awards, set to air on ABC and stream on Hulu on March 2.

Like the Grammys, the Oscars have seen ratings rebound in recent years, with three consecutive years of growth leading to last year’s audience of 19.5 million viewers. However, the Grammys are now the second major awards show to experience a decline in 2025. The Golden Globes, which aired in January, also saw a drop, with viewership falling to 9.3 million—nearly a million fewer than last year.

Given these trends, the Oscars face an uncertain outlook. While last year’s show benefited from a star-studded nominee lineup and buzzy films, it remains to be seen whether interest in this year’s ceremony will be strong enough to sustain its ratings momentum.

Awards show advertising revenue remains strong

Even with ratings fluctuations, major awards shows continue to command significant advertising revenue. Last year, the Oscars generated an estimated $80 million in ad sales for ABC, while the Grammys brought in $47 million for CBS, according to advertising data firm Guideline.

These numbers highlight the continued financial viability of live television events, even as streaming services dominate the entertainment landscape. While awards shows may not reach the massive audiences they once did, they remain valuable platforms for networks and advertisers looking to reach large, engaged audiences in real time.

The Grammys’ future in a shifting media landscape

The 2025 Grammy Awards’ ratings decline may be a temporary setback rather than a long-term trend. In recent years, awards shows have struggled with fluctuating viewership as audiences fragment across multiple platforms. However, the Grammys have generally performed better than many of their counterparts, thanks in part to their strong musical performances and viral moments.

As the entertainment industry continues to evolve, networks and awards show producers will need to adapt their strategies to keep viewers engaged. Whether that means expanding digital streaming options, enhancing interactive elements, or finding new ways to promote the event, the key to sustaining ratings growth will be staying in tune with changing viewer habits.

For now, the Grammys remain one of the most-watched television events of the year, and despite the drop in viewership, the 2025 ceremony delivered unforgettable moments that will keep audiences talking long after the final award was handed out.