In a bold move that signals the evolving landscape of media consumption, the MTV Video Music Awards (VMAs) will air on CBS alongside MTV on September 7, 2025. This marks a significant shift as Paramount Global incorporates its broadcast network and streaming service, Paramount+, into the live simulcast. The decision reflects MTV's declining relevance in recent years, marked by the cancellation of its other major awards show, the MTV Movie & TV Awards, and broader changes within Paramount Global, including layoffs and cost-cutting measures. By expanding the VMAs' reach to include CBS, the event aims to attract a wider audience, merging MTV’s youthful appeal with CBS's established viewership.

The integration of CBS into the VMAs simulcast represents a strategic pivot amid MTV's diminishing influence. Once a powerhouse in cable television, MTV has seen a steady decline over the past decade. Original programming disappeared, music videos became obsolete, and even MTV News ceased operations in 2023 after 36 years. Meanwhile, the VMAs remain one of the few properties keeping the MTV brand alive. However, with only 169,000 average viewers across all channels measured by Nielsen in 2024, MTV ranked 55th—a stark contrast to CBS's second-place position with 3.9 million viewers. Expanding to CBS could provide a lifeline for the iconic awards show, tapping into a more diverse demographic while preserving its cultural significance.

This transition also aligns with broader shifts at Paramount Global under David Ellison's leadership. Many of the company's traditional TV platforms face uncertain futures, especially linear cable channels like MTV. On the other hand, CBS continues to thrive, and Paramount+ holds potential as a streaming contender. With the MTV Movie & TV Awards canceled in 2024 and no clear plans for revival, the VMAs stand out as a critical asset for maintaining MTV's relevance. The decision to partner with CBS demonstrates a pragmatic approach to adapting to modern viewing habits, ensuring the survival of the brand through expanded accessibility.

While some may view this move as the final step in MTV's transformation from a cable channel to a multi-platform entertainment brand, others see it as a necessary evolution. The inclusion of CBS in the VMAs simulcast creates opportunities for both networks. For CBS, it introduces younger audiences to its programming, while MTV gains access to a larger, more mainstream audience. This collaboration exemplifies how legacy brands can adapt to survive in an increasingly digital world. Whether or not the VMAs fully reclaim their former glory, they are poised to remain a staple of pop culture thanks to this innovative partnership.

As media landscapes continue to shift, the MTV VMAs' expansion onto CBS symbolizes a new era for the brand. By embracing collaboration and leveraging strengths across multiple platforms, MTV ensures its longevity in an ever-changing industry. While challenges persist, particularly regarding the future of its linear cable presence, the VMAs' inclusion on CBS offers hope for revitalizing the brand. In doing so, MTV not only preserves its identity but also embraces the possibilities of a multi-platform future, securing its place in the annals of entertainment history.