The BRIT Awards 2025 with Mastercard highlights biggest-ever uplift across its social channels

06 March 2025 - Press release

 66.7 million total views across all BRITs channels - and a 45% increase from 2024

Red Carpet livestream views increase by 50% to 2.1 million

Instagram views double on show day to 32.4 million

1.65 million total votes cast across WhatsApp fan-vote for BRIT Awards genre categories

+ 235,000 followers on BRITs WhatsApp channel

YouTube international live stream viewers increase by 300%

 

The BRIT Awards with Mastercard today highlights its biggest uplift yet across its social channels, as well as significant Official Charts uplifts across performing artists and award winners on the night.

The show broadcast on ITV1 and ITVX in the UKand on YouTube for those outside of the UKfrom The O2 arena in London on Saturday night (1st March), hosted by Jack Whitehall, and featuring exclusive performances from Ezra Collective (ft Jorja Smith) JADE, Myles Smith, Lola Young, Sabrina Carpenter, Sam Fender, Teddy Swims and The Last Dinner Party. Charli xcx took home the most awards of the night with her five wins for Mastercard Album of the Year, Artist of the Year, Song of the Year with Mastercard, Dance Act and Songwriter of the Year.

The BRITs have achieved nearly 70 million views across all social channels - a 45% increase from 2024, with 66.7 million views calculated compared to 45 million.  

The BRITs' Red Carpet Live Stream, once again exclusive to Instagram and Facebook as part of the BRITs' ongoing partnership with Meta, which was presented by Sian Welby and Zeze Millz, has hit 2.1 million views within 48 hours of broadcast, a 50% increase from 2024's figure of 1.4 million.

Instagram views on show day doubled compared to 2024, with 32.4 million views this year vs 15 million last year, achieving The BRITs' most viewed Reels of all time - Sabrina Carpenter's red carpet appearance (6.6 million) and her acceptance speech for the Global Success award (5.5 million).

The tribute to Liam Payne in the show was the third most viewed Reel at 5.1 million, generating 220,000 likes and 7,000 comments. The show also achieved a 47% increase on IG Story views, from 5.29 million to 7.8 million. 5 million views were achieved across Facebook, a 51% increase from 2024, with the most viewed Reel being Charli xcx's red carpet appearance at 4 million. Last year BRITs generated 3.3m 3s views, this year that increased by 51% to 5 million. Total minutes viewed also increased by 14% from 1.3 million to 1.49 million. Meta was this year's Official Voting Partner for the five genre awards, with the fan vote run via WhatsApp, with 1.65 million votes cast across the platform and 235,000 followers achieved for the new channel. The BRITs WhatsApp channel was the first place to hear the biggest news about the 2025 event, with exclusive content published throughout the campaign.

YouTube broadcast the show to non-UK viewers once again for the 12th consecutive year and increased viewers 300% compared to 2024, with nearly half a million tuning in from overseas. The BRITs YouTube channel drove 1.3m views on the day, up from 1.1m last year, with the most viewed video being the Liam Payne tribute at 268,000 views. All eight live performances from the ceremony were uploaded by the following morning, with a total 3.28 million views generated so far, including 1.9 million for Sabrina Carpenter's performance.

BRITs saw a 130% increase in TikTok reach this year, going from 4 million to 9.3 million on show day alone, with 86 videos going up across the day. Grime Gran's red carpet presence dominated the platform, with three of the show's biggest TikToks featuring interviews with Teddy Swims (3.1 million), Lola Young (1.9 million) and Danny Dyer (1.2 million).

Increases were seen across X/Twitter with an increase of 25% across impressions, going from 3.5 million in 2024 to 4.4 million. Likes increased by 101% from 44,500 to 89,000, and 1.4 million views were achieved; the most viewed tweet being Stormzy's acceptance speech with 128,000 views.

Artists including Myles Smith, Lola Young, Rachel Chinouriri, Nia Archives, The Last Dinner Party, Paloma Faith came together to call on the government to Make It Fair: Don't let AI steal our Music, joining a campaign protesting government proposals on AI and copyright. The music campaign, launched by recorded music association BPI, is a continuation of the Make It Fair campaign which launched across news media with the support of the UK's creative industries on 25th February, and also follows the release of Is This What We Want?, a silent album protesting the government's proposals, supported by over 1,000 musicians. A new website launched on Monday, dontletaistealourmusic.com, with more information on the campaign.

In the Official UK Album Charts, Brat's sales are up 29% following Charli xcx's award domination on the night; Lola Young's album This Wasn't Meant For You Anyway is a new entry on the midweek charts at Number 9; I've Tried Everything But Therapy - Part 1 by Teddy Swims is at 26 in the chart (up from 53) with a sales uplift of 97%, whilst Part 2 is at 19 (from 35) with a sales uplift of 78%; and Myles Smith's debut A Minute is at 45 (from 174) with an uplift of 133%.

Over on the Official Singles Chart, Lola Young's Messy is at 7 (from 9); Bad Dreams by Teddy Swims is at 9 (from 16); Sabrina Carpenter's Bed Chem is at 18 (from 21); Guess by Charli xcx ft Billie Eilish is up to 23 (from 31); and Myles Smith's Nice To Meet You is up to 33 (from 53) with a 40% uplift and Stargazing is at 41 (from 66) with a 31% uplift.

The BRIT Awards 2025 was led by Chair of the BRITs Committee, Damian Christian, Managing Director and President of Promotions, Atlantic Records (Part of Warner Music UK), and the digital campaign was led by Sebastian Battista Simone, VP Community & Content, Warner Records & Parlophone, and BPI Director of Digital Giuseppe De Cristofano, who jointly co-chaired The BRIT Awards 2025 Digital Committee, working with content agency SE: Creative. 

Damian Christian, Chair of the BRITs Committee said:"The engagement we've seen across our social platforms this year has been fantastic. Through exciting and innovative ideas and delivery, we have been able to showcase this year's BRITs artists to fans around the world like never before. The numbers, as well as the chart uplifts, prove that the BRITs are as important as ever and are connecting with a new, younger audience. Congratulations to the Digital Committee on these incredible results."

Dr Jo Twist OBE, BPI CEO said:"From Sabrina's spectacular tribute to London show opener, to Ezra Collective with Jorja Smith bringing the curtain down with their joyous energy, and all the brilliant acts in between, it felt like a very special BRITs this year, one borne out by these remarkable uplifts in social engagement with the show's audience of fans.

"It captured the year in British music culture brilliantly and it is fantastic to see the success of so many diverse British artists being recognised on a global stage. Our sincere thanks to all the artists and their label teams, and to the BRITs Committee and the BPI's own BRITs team for staging such a memorable event."

Giuseppe De Cristofano, BPI Director of Digital said: "I am thrilled with the incredible results of this year's social output from the Show. Our goal is always to bring the excitement of the Awards show to music fans across the platforms they love and give the artists as big a platform as we can to showcase themselves to music fans around the world. We went big with our Red Carpet ambitions and covered every angle of the Show. It's great to see all the planning pay off with the substantial increase in views and engagement. A huge thank you to the Instagram and WhatsApp teams at Meta for their support across the campaign , as well as Sebastian Simone at Warner Records, my co-chair of the BRITs Digital Committee, for his strategic vision, passion, and leadership throughout this campaign. Lastly, immense gratitude to the entire team at SE: Creative Studio for another flawless execution."

Sebastian Battista Simone, SVP, Audience, Warner Records & Parlophone said: "It's been incredible to see The BRITs digital campaign reach more fans than ever and drive record-breaking engagement across platforms. Expanding our collaboration with Meta to WhatsApp has modernised public voting, while Instagram Reels has amplified the show's biggest moments on a global scale. Seeing fans come together to celebrate the awards in such a meaningful way has been a pleasure. A huge thank you to my BRITs Digital Committee co-chair, Giuseppe De Cristofano, for his vision and partnership in bringing this campaign to life."

Josh Nicoll, Music Label Partnerships, Meta said: "We couldn't have asked for a more perfect collaboration to kickstart our partnership between WhatsApp and music, by bringing music fans together and helping artists reach new audiences on an app they already know and love. As one of Britain's most iconic exports, it's an honour to leverage Meta's global reach to bring the magic of British music to fans worldwide on the biggest night in UK music. Huge congratulations to all the talented artists, as well as Giuseppe, Jo, Damian, and Sebastian, for delivering an unforgettable show."

Mastercard returned as headline partner of The BRIT Awards for the 28th year, bringing cardholders closer to their passion for music through a range of BRITs experiences. Mastercard continues to partner with the BRIT School to support and celebrate the next generation of creative talent.