Snapchats Live Story feature has proved a significant addition to the service, enabling the app to monetise its content without inserting ads into private messages. Now the platform has received a major boost in terms of recognition with the news that 12m users tuned into the content during the MTV Video Music Awards.

The VMAs are the perfect sort of event for Snapchats Live Stories, with numerous moments generating social media buzz including Kanye Wests presidential announcement and a feud between host Miley Cyrus and award winner Nicki Minaj.

The MTV Live Story featured behind-the-scenes content including videos from the red carpet, within the audience and with celebrities backstage.

The Snapchat audience actually exceeded the average viewership over the course of the broadcast, which was 9.8m. While this figure doesnt necessarily represent the full number of people who saw a portion of the show, the success of the Snapchat Story demonstrates the value of these sort of second-screen channels for both broadcasters and advertisers.

Brands including Taco Bell, Verizon and Covergirl sponsored the VMA Live Story with 10-second spots that played in between videos, which saw a 28 per cent completion rate.

“This shows that when you put the two together – TV and online – they are powerful,” said Jeff Lucas, head of sales and marketing at Viacom Media Networks, owners of MTV. “I dont think one excludes the other. Those days are over where people are watching in just one place.”