Paramount and Spotify Partner for the 2026 VMAs
Spotify launched a dedicated on-platform VMAs destination featuring current and iconic performances from the show in a partnership representing a significant co-marketing initiative between the streaming service and Paramount.
The initiative brings the 2026 MTV Video Music Awards on CBS to fans on Spotify around the world and creating new ways to experience the VMAs before, during and beyond the live broadcast.
Hosted by Snoop Dogg, the VMAs will air live from Los Angeles today, September 27 (7:30-9:30 PM, ET/4:30-6:30 PM, PT) on the CBS Television Network, simulcast on MTV and streaming on Paramount+ (Premium) in the U.S.
The show will also be available globally the next day on Paramount+ and MTV.
The collaboration extends the VMAs experience through a dedicated on-platform destination on Spotify, that launched on Friday. Fans have now access to a curated collection of iconic performances spanning decades, the official MTV VMAs video playlist, and specially curated video and editorial content highlighting nominees across multiple categories.
Following the live broadcast, select performances from this year’s show will start to become available to watch on Spotify, giving audiences worldwide another on-platform opportunity to relive the night’s biggest moments.
The partnership will also celebrate Madonna’s highly anticipated opening performance, connecting listeners with her music and other VMAs content on Spotify. Broader marketing and content activations include social capture live from the red carpet, giving fans a closer look at their favorite artists.
MTV and the VMAs have always been at the center of music and culture, and Spotify is uniquely positioned to help us extend the show’s reach beyond the live event. Together, we’re creating new opportunities for fans to discover and engage with the performances and artists that make the ‘VMAs’ such an incredible global music moment.
Lee Sears, president of international markets advertising sales at Paramount
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 ‘VMAs’ experience to the platform feels really natural. It’s another way for fans to connect with the artists and music they love.
Sarah Patellos, head of Spotify Music Studios
The destination will be available across mobile, desktop, web and TV, with mobile offering a more interactive experience through editorial commentary, enhanced visual creative and personalized discovery across nominees.
Source: CBS Broadcasting, Inc.
