77% of Brits say streaming has replaced music TV channels

Key Findings:

• 77% of Brits aware of MTV say streaming platforms have replaced the need for music TV channels, with YouTube (80%) leading as the top platform for watching music videos.
• 80% of UK adults still associate MTV with music videos, though this figure varies by age — rising to 89% among Gen X and dropping to 71% among Gen Z.
• 44% of viewers typically watch full music videos versus 19% who prefer short clips. Gen X leads in full-video viewing (52%).
• Interest in a dedicated music video platform is highest among younger audiences, with 46% of Gen Z and 42% of Millennials expressing interest, compared to 36% overall.

With MTV set to close its music TV channels in the UK by the end of 2025, a new YouGov Surveys: Serviced poll among UK adults shows how perceptions of MTV have changed—and how younger audiences now drive the direction of music video consumption.

MTV's legacy: Still tied to music, but generational shifts are clear

Despite the channel’s broader pivot toward reality TV in recent decades, 80% of Britons still associate MTV with music videos. That figure rises to 89% among Gen X and falls to 71% among Gen Z. Gen Z also associate MTV with reality TV (46%), celebrity interviews (26%), and fashion (13%), reflecting how the brand's image has evolved.

Yet, awareness of MTV’s shutdown remains low: two-thirds of adults who are aware of MTV (67%) didn’t know the network is ending its UK music broadcast presence.

Streaming has replaced the channel but not the format

Even as the brand that popularised music videos shuts down its operations in that area, the music video format is far from obsolete. Among those who watch music videos, YouTube remains the primary destination, used by 80% of respondents, rising to 86% among Millennials. Almost three in ten Gen Z (29%) do so via TikTok – significantly higher than any other generation. A similar share of Gen Z also watch music videos on Instagram (28%) and Spotify (30%).

Traditional TV still has a role — particularly for Baby Boomers, 34% of whom watch music videos this way — but its influence is relatively muted among younger generations.

Public perception of music videos has shifted

77% of adults who are aware of MTV agree that streaming platforms and social media have replaced the need for music TV channels. Nearly three-quarters (73%) say younger generations don’t engage with music videos the way older generations did during MTV’s peak years.

Furthermore, 74% say today’s music videos no longer have the cultural impact of those from the MTV era. At the same time, 75% believe music videos remain an important tool for artists to express themselves. 

Views on MTV’s present role are split: 36% say the brand still plays an important part in music culture, while 34% disagree and 30% aren’t sure.

Full-length vs. short clips

While bite-sized videos continue to soar in popularity on the internet overall, full-length videos remain the norm when it comes to music videos. Across all those who watch music videos, 44% of adults say they usually watch full videos, compared to just 19% who prefer highlights. However, a generational divide is evident: Baby Boomers are more likely to consume short clips (27% vs. 16% of Gen X), while Gen X leads in full-length viewing (52% vs. 37% of Baby Boomers).

Why audiences watch

The most common reasons people watch music videos are entertainment (59%), nostalgia (50%) and following favourite artists (41%). Among Gen Z, visual creativity (42%) and engaging with social media trends (24%) also stand out.

When it comes to discovery, 62% of Gen Z use social media to find new music videos, compared to 26% of Gen X and 23% of Baby Boomers. Amongst the wider population, YouTube’s algorithm remains influential (37%) and 27% rely on family and friends for discovery.

What makes a video ‘iconic’

Originality is key (46%), followed by storytelling (35%). Among Gen Z viewers, cultural relevance (38%) and visual experimentation (24%) play a larger role compared to other groups. 

One in nine (11%) mention celebrity cameos, with Gen Z most likely to value them (22%), followed by Millennials (15%). Around 6% of Gen X and Boomers see celebrity appearances as defining.

Is there demand for a music video-only platform?

The end of MTV’s music broadcast platforms raises the question: is there any appetite for a new music video-dedicated TV channel or app? Interest is modest overall — 36% of adults who watch music videos say they’d be interested. However, that figure jumps to 46% among Gen Z and 42% among Millennials.

Methodology: YouGov Surveys: Serviced provides quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online between 11-12 November 2025, with a nationally representative sample of 2,087 adults (aged 18+ years) in the United Kingdom, using a questionnaire designed by YouGov. Data figures have been weighted by age, gender, education, region and social grade to be representative of all adults in Great Britain (18 years or older) and reflect the latest ONS population estimates.

Image: Getty Images