Case Study: MTV News grows audience and benchmarks content performance with NewsWhip Analytics

MTV - Customer Case Study

MTV News, a longstanding music and pop-culture publisher, faced the challenge of growing into new verticals and engaging broader audiences while keeping the trademark MTV voice consistent at scale. They needed a way to understand what content resonated across the wider web and to communicate performance in a meaningful, comparable way.

MTV adopted NewsWhip Analytics to get contextualized metrics and benchmarking across hundreds of thousands of publishers, tracking which outlets, articles, and influencers were driving engagement. The platform let the editorial team optimize formats and distribution strategies, compare their coverage against competitors, and identify the most engaging pieces—improving content performance and expanding reach.

MTV

Renan Borelli

Director, Audience Growth and Engagement