The MTV Video Music Awards (VMAs) have long been a cornerstone of pop culture, a vibrant celebration of music, artistry, and sometimes controversy. On September 7, 2025, the VMAs will witness a historic shift as they air live on CBS for the very first time. This unprecedented broadcasting change marks a significant moment not only for the VMAs but also highlights the evolving landscape of television and media consumption in a digital age increasingly dominated by streaming services. Given that the VMAs have been an MTV tradition for over four decades, this transition prompts questions around viewership engagement, advertising strategies, and the future of event broadcasting.
Established in 1984, the VMAs were conceived as a counterpoint to the Academy Awards—providing a platform to celebrate music videos and connect with a younger audience. The first ceremony was a memorable affair, featuring performances by Madonna, who famously embraced controversy with her then-iconic “Like a Virgin” performance, setting a precedent for the daring shows to follow.
Over the years, the VMAs have become synonymous with unforgettable moments—from Kanye West's interruption of Taylor Swift in 2009 to Lady Gaga's meat dress in 2010. These antics, combined with an ever-changing musical landscape, have kept the awards relevant and often at the forefront of cultural conversations.
However, in recent years, the VMAs, like many other established awards shows, have faced challenges in maintaining viewership amidst a tide of cord-cutting and fragmented media consumption patterns.
Cord-cutting refers to the trend of consumers abandoning traditional cable television in favor of streaming services. According to a survey by eMarketer, as of 2023, around 77 million viewers in the U.S. had opted for streaming services over cable. This trend is not just reshaping how audiences consume television but also affects advertisers who are continually adapting to keep their audiences engaged.
The decision for CBS to air the VMAs could be seen as a strategic response to these shifting dynamics. By securing a place for the VMAs, CBS can potentially attract younger audiences that have disengaged from traditional viewing platforms.
The decision to simulcast the VMAs on CBS is a significant move that reinforces the network's commitment to live programming. As linear television experiences declines in viewership, live events—such as sports and awards shows—remain a crucial draw for audiences. The 2024 VMAs saw its first significant increase in viewership in four years, attracting a multimillion-strong audience. This could be construed as a catalyst for CBS, providing an opportunity to capitalize on this resurgence.
With the VMAs moving to CBS, the implications for broadcasting strategies are manifold:
Television executives and industry analysts express optimism about this transition. Chris McCarthy, president of Paramount Media Networks, notes, "By bringing the VMAs to CBS, we open ourselves up to new audiences while still honoring the legacy of this historic award show." This perspective highlights the dual focus of preserving traditional viewership while confronting contemporary media consumption habits.
Analysts have spotlighted the potential of this simulcast approach as a testing ground for more integrated broadcast media strategies. Jeff Bader, chief research officer for Paramount, states, "This is a crucial test for how traditional networks can adapt. The merging of audiences across platforms could redefine how we approach live programming in the years to come."
The highly anticipated nominations and performers for the 2025 VMAs will be announced closer to the event. However, the shift to CBS has already ignited conversations about how the VMAs might evolve. Will the performances reflect the changing sounds of the current music scene? Will socially relevant themes permeate the event as they have in previous years, particularly with rising attention to social issues in music?
These questions testify to how the VMAs are more than just an awards show; they serve as a barometer of cultural trends, music evolution, and audience priorities.
The 2025 VMAs are set to take place at the UBS Arena in Elmont, New York. Opened in late 2021, the venue symbolizes a modern era of sports and entertainment, capable of accommodating up to 19,000 fans. Eliminating the legacy of traditional venues such as Madison Square Garden, the choice of UBS Arena showcases a commitment to embracing fresh spaces that resonate with contemporary audiences.
As the MTV Video Music Awards gear up for this groundbreaking year, the collaboration between CBS and MTV not only celebrates the enduring legacy of the VMAs but also reflects broader trends shaping the media and entertainment landscape. This significant event serves as a new chapter in television history, emphasizing the importance of adapting to changing viewer preferences and behaviors.
If successful, this could pave the way for other established live events on similar networks to pursue innovative broadcasting strategies. The upcoming VMAs promise to be a pivotal moment, and anticipation is running high for what will unfold on September 7, 2025.
Q: When will the MTV Video Music Awards air on CBS?
A: The VMAs will air live on CBS for the first time on September 7, 2025, at 8 p.m. ET.
Q: Where will the VMAs take place?
A: The 2025 VMAs will be held at the UBS Arena in Elmont, New York.
Q: Will the VMAs continue to be available on MTV?
A: Yes, the VMAs will be simulcast on MTV as well as several other Paramount Media Networks.
Q: Why is CBS airing the VMAs now?
A: CBS’s decision to air the VMAs is motivated by ongoing changes in viewer behavior, particularly the trend of cord-cutting, which has prompted networks to adapt by showcasing more live events in an effort to retain and grow their audiences.
Q: How has the viewership of the VMAs changed over the years?
A: The VMAs have faced declining viewership in recent years, but the 2024 awards recorded the largest multimnetwork audience in four years, signaling a potential resurgence.
Q: What can we expect for performances at the 2025 VMAs?
A: Specific performer announcements will be made closer to the show, but given the VMAs' history, viewers can anticipate a celebration of the latest music trends and cultural themes that resonate with contemporary audiences.