Only 900,000 viewers tuned in live to watch the Video Music Awards on MTV this year - down 31 percent on last year's 1.3million viewers.
The VMAs aired on Sunday with performances with Madonna, the show's eccentric opener, best new artist winner Olivia Rodrigo, video of the year winner Lil Nas X, and best alternative winner Machine Gun Kelly, among others.
It is the eighth year in a row that viewership has declined, and comes a decade after the awards bash pulled in a record 12.45million viewers in 2011.
In 2019, the show pulled 1.93million viewers, 2018 channeled 2.25million, and 2017 pulled 2.9million into the network.
The 2021 show also lost a key viewership category of 18 to 49-year-olds, which plummeted 17 per cent this year.
However, the 2021 VMAs drew in more reactions on social media than the Super Bowl for the first time, according to Hollywood Reporter.
The show generated 38million social interactions, which was more than any other program on television this year.
MTV isn't the only award shows seeing declining numbers in recent years.
The Grammys lost almost 53 per cent of its viewership at this year's ceremony in March, despite powerhouse performances by Taylor Swift, Harry Styles, and Megan Thee Stallion.
Music's biggest night only pulled in 8.8million viewers, down from the 18.7million in 2020, according to Variety.