MTV VMAs Panned But Britney, Others Draw A Cross-Platform Crowd

MTV’s signature Video Music Awards drew a lot of negative react this year and a hefty dose of notoriety from Britney Spear’s opening number — but, instead of keeping people away, it actually may be drawing people to the Viacom (NYSE: VIA) network’s various platforms. Some numbers just coming out:

— MTV.com attracted 4.7 million unique visitors by 1 p.m. eastern Monday, the highest-trafficked day on the site ever and up 140 percent from the day after the 2006 edition.

— On the streaming side, MTV.com generated some 21 million streams Monday: more than 17.4 million streams from the site and another nearly 4 million from the embeddable player.

— Subscriptions to MTV Mobile on Sunday and Monday doubled previous daily records. The top 20 videos on MTV Mobile all came from the VMAs — and the service delivered more than two times the amount of streaming video usually served on a Monday, according to the network.

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