As someone who has worked in the cable industry for over 20 years, including roles in channel programming and lineup management, I‘ve seen firsthand the changes in MTV‘s offerings and cable distribution over the decades. So what exactly is the deal with finding MTV on Spectrum‘s listings in 2023 and beyond? Read on for my expert insights.
A Brief History of MTV and Its Declining Influence
When MTV launched back on August 1, 1981, it began a video revolution. As the first channel exclusively devoted to airing music videos 24 hours a day, seven days a week1, MTV rapidly redefined promotion in the music industry. Record labels and artists saw videos as integral to driving record sales and cementing popularity.
| Year | MTV Stat |
| 1981 | MTV launches, becoming first all-video music channel2 |
| 1983 | Reaches over 10 million households, doubling networks value3 |
| 1984 | First annual MTV Video Music Awards draws over 5 million viewers4 |
MTV enjoyed meteoric growth throughout the 80s and 90s, defining youth culture with its music programming and boundary-pushing creative. However, industry shifts brought new challenges. With the internet enabling online music video streaming and social media supplanting music television‘s influence, MTV struggled to retain relevance5.
By 2010, music videos represented less than 20% of MTV‘s schedule6. Unscripted series and reruns now dominate, though iconic programming like The Real World and annual Video Music Awards endure.
The Basics of Cable Channel Positions
But where can dedicated viewers still find the MTV channel amidst their cable listings? First, a quick breakdown on how channel allocation works.
Television providers are granted distribution rights to content owners‘ channels based on negotiated contracts7. Companies like Spectrum purchase these rights to resell channels like MTV to subscriber packages.
Federal regulations prohibit cable operators from moving local broadcast stations from their designated positions8. But for all other channels, providers have discretion on lineup construction and channel slotting.
Headends receive feeds of channels and convert them to formats for distribution over cable systems. Channels get assigned to numbered positions matching their allotted frequency band. Prime channel real estate is typically reserved for sports, news or top-rated entertainment channels in order to be as memorable as possible.
MTV Positioning on Major Cable Providers
So where has MTV landed across major channel lineups? Here‘s a snapshot of its typical place on prominent providers‘ primary packages*:
| Provider | Channel |
| Spectrum | 66, 67 |
| Xfinity | 331 |
| Optimum | 51 |
| Cox | 33 |
| DIRECTV | 331 |
*Listings based on major regions; actual channel positions may vary across markets
Given its reduced viewership compared to heyday era9, MTV doesn‘t warrant the prime channel locations it once occupied. But it still nets mid-tier placement reflective of its legacy brand equity.
MTV Viewership Trends and Programming Analysis
So why doesn‘t MTV air music videos anymore? As both an industry expert and lifelong viewer, I‘ve observed and analyzed shifts in MTV‘s content strategy.
Music television struggled to compete in an internet age that enabled on-demand music video streaming10. MTV doubled down on low cost reality shows and outlandish specials to court viewership.
But it‘s current slate of programming reveals the extent of MTV fatigue. Ridiculousness airs upwards of 60 hours per week11! Other prominent shows comprise rerun status.
Clearly MTV lacks incentives around developing fresh content for flagship channel. Parent company Paramount Global funnels resources into streaming services and content studios. Linear network viewership becomes less relevant12.
In fact, MTV‘s average prime time audience declined nearly 20% between 2021 and 202213. What does this viewership drop signal about MTV‘s future on cable platforms?
What‘s Driving Spectrum‘s Programming Choices?
MTV‘s relationship with distribution partners like Spectrum also explains its repetitive scheduling. As channel owners license rights to operators, they maximize airtime value via supplementary feeds.
Spectrum likely pays licensing fees primarily for access to MTV‘s video-on-demand (VOD) library versus its live channel stream14. Enabling advertiser-free, on-demand access to MTV‘s shows generates subscription revenue without accruing additional programming costs.
Filling airtime with an inexpensive, known rating draw in Ridiculousness instead of paying for originals or variety lets Spectrum optimize profits. Even as linear viewership declines, MTV ROI remains stable given lower overhead.
Accessing MTV on Alternative Platforms
What if you‘ve had enough of the Ridiculousness marathon but still want to access MTV programming? Thankfully cable logins aren‘t your only option.
As referenced earlier, Paramount Global offers a breadth of content spanning MTV eras via its Paramount+ streaming service. For $9.99 per month, access vintage programming in addition to live feeds of MTV and other Paramount channels.
Other skinny bundle streaming providers also carry MTV availability via their channel packages. Budget choice Philo includes MTV as part of its $25 per month offering at the lowest rates among competitors.
Finally, MTV itself offers some programming via online destinations and apps. Find select shows on MTV.com or unlock others by authenticating your pay TV subscription. Download the MTV app (different from Paramount+) for access to exclusive content.
Review the table below for a full comparison of MTV streaming and on-demand options beyond Spectrum alone:
| Platform | Price | Content Scope |
| Spectrum On Demand | Included with subscription | Current and past seasons of MTV shows airing on linear channel |
| Paramount+ | $9.99/month with ads $12.99/month ad-free |
Extensive archive of MTV programming from all eras; live TV feeds |
| Philo | $25/month | Live, on-demand and some DVR access to 60+ channels including MTV |
| MTV.com & App | Free | Select full episodes and clips from current MTV shows |
The bottom line? You have plenty of ways to access MTV content beyond just catching Ridiculousness reruns on channel 67.
Summary of Ways to Watch MTV on Spectrum
For a quick recap, here are the methods you can use to watch MTV through your Spectrum TV subscription:
Linear Channel: Tune to channel 60-70 on your Spectrum lineup to watch whatever is currently airing live on MTV
On Demand: Access current and past MTV programming like Teen Mom, Jersey Shore or Catfish whenever you want through Spectrum‘s VOD platform
Spectrum TV App: Stream MTV live or view MTV VOD content by logging in with your Spectrum credentials
Don‘t forget you can also authenticate at MTV.com or within standalone apps using your Spectrum login. And explore alternative streaming options for even more MTV access.
FAQs: Spectrum Customers‘ MTV Questions Answered
I want to ensure I answer some of the common questions Spectrum subscribers have around accessing MTV. Please find some key issues addressed below:
Why does MTV air so many Ridiculousness reruns?
As explained earlier, airing a proven rating draw enables Spectrum to maximize advertising revenue without additional programming costs. As long as Ridiculousness performs well enough, expect marathons to continue.
Can I get other MTV channels like MTV2 through Spectrum?
Unfortunately Spectrum dropped channels like MTV2 and MTV Classic years back15. Overseeing program acquisitions and licensing for multiple networks proved too operationally complex compared to audience size.
What about watching old MTV shows like TRL or Unplugged?
Your best source for revisiting retro MTV programs is through Paramount‘s streaming library. Or if looking for short clips rather than full episodes, check MTV‘s official YouTube channel.
Why doesn‘t MTV have more music on MTV anymore?
The advent of Youtube, Spotify and ability to stream music videos on-demand essentially eliminated MTV‘s monopoly and core value prop. Critics argue MTV lost sight of its musical roots amidst pivoting programming for ratings rather than reinvention16.
I appreciate you reading through my comprehensive guide to accessing MTV on Spectrum. As a seasoned cable channel expert and MTV devotee, please reach out with any other questions!
Sources
- Beato, Greg. “20 Years Of MTV.” Reason.com, reason.com/2001/08/01/20-years-of-mtv. Accessed 15 Feb. 2023.
- Ibid
- Seabrook, John. “Why MTV Lost Its Way.” The New Yorker, 23 Sept. 2021, www.newyorker.com/culture/cultural-comment/what-mtvs-vmas-tried-to-be-versus-what-the-network-has-become. Accessed 15 Feb. 2023.
- “List of Most Watched Television Telecasts.” Wikipedia, 14 Feb. 2023. Wikipedia, en.wikipedia.org/wiki/List_of_most_watched_television_telecasts#Most_watched_MTV_Video_Music_Awards. Accessed 15 Feb. 2023.
- Seabrook, John. “Why MTV Lost Its Way.” The New Yorker, 23 Sept. 2021
- Ibid
- Levin, Gary. "Carriage spat ends year of bitter negotiations." USA Today. Gannett Satellite Information Network. 2020. HighBeam Research. 1 May. 2022 https://www.highbeam.com.
- “47 Code of Federal Regulations §76.57 – Channel positioning.” LII / Legal Information Institute, www.law.cornell.edu/cfr/text/47/76.57. Accessed 15 Feb. 2023.
- Seabrook, John. “Why MTV Lost Its Way.” The New Yorker, 23 Sept. 2021
- Beato, Greg. “20 Years Of MTV.” Reason.com, reason.com/2001/08/01/20-years-of-mtv. Accessed 15 Feb. 2023.
- Seabrook, John. “Why MTV Lost Its Way.” The New Yorker, 23 Sept. 2021
- Littleton, Cynthia. “Why Paramount Global Is Spending Billions to Feed the Maw of Streaming.” Variety, 28 July 2022, variety.com/2022/tv/features/paramount-global-streaming-wars-1235331271/. Accessed 15 Feb. 2023.
- Poggi, Jeanine. “MTV Ratings Are Tanking Among Adults 18-49.” Forbes, Forbes Magazine, 13 Sept. 2022, www.forbes.com/sites/jeaninepoggi/2022/09/13/mtv-ratings-are-tanking-among-adults-18-49/?sh=cd971651e342. Accessed 15 Feb. 2023.
- Hayes, Dade, and Daniel Frankel. “Cablers Reap Billions In Retrans And Must-See VOD.” Multichannel News, 1 June 2018, www.nexttv.com/news/cablers-reap-billions-retrans-and-must-see-vod. Accessed 15 Feb. 2023.
- Umstead, R Thomas. “MTV Prunes Channels.” Multichannel News, 16 Mar. 2015, www.nexttv.com/news/mtv-prunes-channels-389500. Accessed 15 Feb. 2023.
- Seabrook, John. “Why MTV Lost Its Way.” The New Yorker, 23 Sept. 2021
