MTV VMAs to Simulcast on CBS for First Time, Expanding Audience Reach

What's Happening?

The MTV Video Music Awards (VMAs) are set to make a significant change by airing live on CBS for the first time, alongside a simulcast on MTV and streaming on Paramount+ on September 7, 2025. This strategic move aims to broaden the audience reach and enhance viewership. The event will feature performances by artists such as Doja Cat, Post Malone, Tate McRae, and Conan Gray, with LL Cool J returning as the solo host. The decision to simulcast on CBS is seen as a potential pivot for awards shows, aiming to capture a larger television audience and increase streaming engagement.

Why It's Important?

The shift to a CBS simulcast represents a strategic effort to increase the VMAs' viewership and advertising revenue. Historically, awards shows have struggled with declining ratings, and this move could set a precedent for other events seeking to expand their audience through network partnerships. The 2024 VMAs saw a viewership increase to 4.08 million, indicating a growing appetite for widely accessible event television. By concentrating distribution on CBS and MTV, along with Paramount+ streaming, the VMAs aim to attract higher advertising bids and create more viral cultural moments.

What's Next?

The success of the CBS simulcast could influence future awards shows to explore similar broadcast and streaming partnerships. This could lead to more accessible live TV events and cross-platform campaigns, potentially reshaping the awards show landscape. Stakeholders will be watching post-show ratings and streaming metrics to assess the impact of this strategy. The VMAs' approach may encourage other music and niche awards to test broadcast tie-ups and stream simulcasts in the coming years.

Beyond the Headlines

The combination of mainstream broadcast familiarity with social-first performers is designed to produce both viral clips and appointment viewing. This balance is crucial for maintaining awards credibility while maximizing ratings. The choice of performers and host reflects a deliberate strategy to engage both traditional TV audiences and social media users, potentially leading to increased cultural impact and advertiser interest.