One Direction look set to beat Justin Bieber at tonight's (September 6) MTV VMAs, according to their social popularity.
By measuring the popularity of artists online using its metrics, starcount suggests that Justin Bieber will take home the 'Best Male Video' prize, while One Direction are tipped to win the 'Best New Artist' category and 'Best Pop Video'
"starcount can reveal who the winners would be if it was purely down to the artist's popularity and engagement with their fans on social media," the company explained.
"With social media now an all-important measurement of popularity, will the awards be judged on what the fans want? We'll have to wait and see tonight!"
We're sure their fans will be tuning into night as Bieber's 'Boyfriend' goes up against One Direction's smash hit 'What Makes You Beautiful'?
Other contenders for the prestigious award are fun and Janelle Monae for their track 'We Are Young', Maroon 5 and Wiz Khalifa for the 'Payphone' and Rihanna for her Calvin Harris banger 'We Found Love' vid.
All the nominees are taking the award very seriously, with Bieber and the 1D lads both taking to Twitter to beg for their fans to vote.
This year's 'Best Pop' video nominees (YouTube/PR)
So as time ticks down to this year's MTV VMA Awards, Entertainmentwise wanted to know are you team Bieber or team Justin?
You voted in your thousands and we can now reveal that the winner is... One Direction!
Some of musics biggest names will be out in force on tonight (September 6) for the MTV VMA's and we'll be keeping you up to date on who wins what all the way!
MTV VMA's Nominations 2012