LOS ANGELES, March 15 — Music videos are increasingly attracting bigger audiences than TV, according to new figures.

Research by Nielsen for music channel Vevo has found that artists such as Taylor Swift, Drake and Rihanna regularly draw higher viewing numbers than series, Variety reports.

The release of Swift’s Bad Blood music video led to the star racking up 18 million US views across her video content in one week — a figure that was only beaten by one show on TV at the time, NCIS: Los Angeles.

Meanwhile, Drake drew 6 million viewers to his back catalogue of videos with the release of Hotline Bling in October 2015 — the same figure hit by Rihanna in July, triggered by the release of her video Bitch Better Have My Money. — AFP-Relaxnews