The may technically be a charitable fundraising event for the Metropolitan Museum of Art’s Costume Institute. But it has also become a formidable event franchise for , the Condé Nast-owned publication that now helps organize the annual fashion-forward event. That is reflected on the viewership numbers says it saw for Met Gala-related content, all of which were up sharply from last year, with video in particular a driving force.
Condé Nast says that the Met Gala livestream had 74 million views across its owned platforms (i.e. Vogue.
com) as well as on YouTube and TikTok, up 30 percent from a year ago. And it had 2.1 billion total video views in its first seven days across all video content made for the Met Gala, including livestream, replays, clips on its owned-and-operated platforms, social and YouTube, up 73 percent from last year.
“Our content strategy around the Met Gala centers around one goal – to reach as many people as possible, with engaging original content – all of which we hope translates into visitors to the museum,” says VP and global head of content strategy Anna-Lisa Yabsley. “The fact that the gala generated more social mentions than even the Super Bowl (+4.5x) is a testament to audience appetite for this fundraising event.
We are absolutely thrilled with the record-breaking numbers we saw this year.” Perhaps most significantly, says that 44 percent of the YouTube watch time for the live stream during the red carpet and gala was on a connected.