Paramount Skydance is seeking a strategic partner to invest in MTV and help revive the network by refocusing it on music, according to reports from Bloomberg and other outlets.
The company has hired financial advisors to identify potential partners—major music industry companies or figures—who would provide capital while contributing assets such as music rights, catalogs, or direct ties to top artists. Discussions are preliminary and ongoing, with no deals confirmed; a Paramount spokesperson declined to comment.
The move aligns with Paramount's broader 2026 strategy under CEO David Ellison, including over $1.5 billion committed to programming across streaming, UFC, originals, film slate expansion (targeting at least 15 movies annually), and catalog licensing—rather than spinning off or selling cable assets outright.
MTV has faced severe audience erosion in the cable landscape. Nielsen data shows the network averaged fewer than 200,000 primetime viewers in 2025, with recent weekly figures often dipping to around 125,000 or lower, reflecting broader industry trends as viewers shift to streaming platforms.
While talks remain early-stage and could result in no partnership, the initiative represents Paramount's push to revitalize one of its core legacy brands amid ongoing media consolidation and changing consumption habits.