MTV VMAs: Does anyone even watch award ceremonies anymore?

Madonna won Artist of the Year and Taylor Swift made a splash at Sunday’s MTV Video Music Awards - she became the most decorated performer in VMA history, and premiered her music video for Patient Zero, the lead single from the encore to her album The Life of a Showgirl.

And there’s a reason the VMAs might have been so keen to have her - award ceremonies aren’t pulling the big audiences that they used to. Millions of people used to tune in and pore over the outfits and the speeches, hoping their favourite artists would win. But now, viewing figures are falling for shows like the Grammys, the Oscars and the Emmys.

So… why are award shows in their flop era? And what’s being done to revive them?

BBC culture journalist William Lee Adams breaks it all down - and we hear from music fans on whether they think award ceremonies are still relevant.

Instagram: @bbcwhatintheworld Email: [email protected] WhatsApp: +44 330 12 33 22 6 Presenter: Hannah Gelbart Producers: Benita Barden and Chelsea Coates Editor: Emily Horler

VMAs 2026 audio courtesy of MTV/CBS