Spotify and Paramount have announced today a partnership making the streaming service the official music and video partner of the MTV Video Music Awards (VMAs), which take place Sunday in the United States.
The digital service provider (DSP) said its VMAs hub is now featuring music videos and video-podcast interviews with 2026 nominees and performers. Past VMAs performances are also available in the hub, alongside the “MTV VMAs Official Playlist” and “MTV VMAs Throwbacks” playlist, both of which prioritize music videos.
Organizers have scheduled a two-hour broadcast for this year, down from three hours last year.
Platform strategy#
The on-demand availability may serve viewers who want to rewatch performances or who do not plan to watch the full telecast.
Sarah Patellos, head of Spotify Music Studios, said: “The VMAs have celebrated the music video as an art form for more than 40 years, and we’re excited to bring that legacy to Spotify.
“Fans already come to Spotify every day to listen to their favorite artists and increasingly to watch them, too, so bringing the VMA experience to the platform feels really natural. It’s another way for fans to connect with the artists and music they love.”
Recent video initiatives#
The additions are part of Spotify’s effort to increase video engagement among users who primarily use the service for music. Since the start of September, Spotify has expanded its video catalog through several deals:
- A limited exclusive for Noah Kahan’s “Orbiter” music video
- A partnership with Genius on new episodes of Open Mic and Verified
- The addition of all 58 Taylor Swift music videos, with a 59th, for “Patient Zero,” expected to premiere during the VMAs
