2021 VMAs Winners and Performances
The 2021 MTV Video Music Awards took place on September 12, 2021, at the Barclays Center in Brooklyn, New York, with Keke Palmer hosting. Justin Bieber led nominations with nine, followed by Lil Nas X and Doja Cat, and the ceremony highlighted a shift toward short-form video-driven music consumption and brand partnerships. The event was broadcast live on MTV and simulcast across ViacomCBS properties, with streaming available on Paramount+ and Pluto TV. For a full list of winners and nominees, see the MTV official 2021 VMAs page MTV 2021 VMAs Winners.
Justin Bieber won Video of the Year for "Montero (Call Me By Your Name)," while Lil Nas X took home Video for Good for "Montero" and Best New Artist for the same track. Other major winners included Doja Cat, who won Best Pop Video for "Kiss Me More" featuring SZA, and BTS, who won Group of the Year for the third consecutive year. Performances included Doja Cat, Ed Sheeran, and a medley by Kanye West under the Ye moniker, with the show emphasizing visual effects and metaverse-adjacent stage design. The 2021 VMAs also integrated more brand integrations, with companies like Pepsi and General Motors sponsoring segments and digital experiences.
Viewership and Ratings Data
According to MTV and ViacomCBS reporting, the 2021 VMAs drew approximately 3.3 million total viewers across MTV and its affiliated networks, a decline from the 5.3 million viewers the 2020 ceremony attracted. The show ranked as the second-most watched VMAs edition in the streaming era, with younger demographics (18 to 34) representing the largest share of the audience. Linear TV ratings dropped, but digital and social media engagement remained high, with the ceremony generating millions of interactions on platforms like TikTok, Twitter, and YouTube.
MTV reported that the 2021 VMAs generated over 10 billion social media impressions across platforms, with "2021 VMAs" trending globally on Twitter during the broadcast. TikTok saw a surge in VMAs-related content, with creators using official audio clips and challenge formats tied to performances and wins. The digital-first strategy included a dedicated 2021 VMAs hub on Paramount+, where viewers could access exclusive behind-the-scenes content and extended interviews. These metrics underscore the importance of social virality and second-screen engagement for modern award shows.
Financial Impact and Industry Context
The 2021 VMAs reflected broader trends in the music industry, where live events and award shows serve as key marketing catalysts for album sales, streaming, and brand deals. According to industry estimates, performers at major award shows typically see a 20 to 40 percent increase in on-demand streams in the days following the broadcast, with TikTok and Spotify data showing sharp spikes for winning tracks. For artists like Justin Bieber and Lil Nas X, the VMAs provided a platform to promote new releases and sustain chart momentum during a competitive fall season.
From a business perspective, the 2021 VMAs generated significant advertising and sponsorship revenue for ViacomCBS, with brands paying premium rates for integrations and commercial slots during the broadcast. The event also highlighted the growing role of digital-first content, with MTV investing in virtual reality and augmented reality experiences to engage younger audiences. As the music industry continues to recover from pandemic-related disruptions, award shows like the VMAs remain critical for driving consumer attention and monetizing cultural moments through both traditional media and digital platforms.