By the 2010s, MTV’s role as the world’s music-video hub was fading fast. The channel leaned heavily on reality shows like Jersey Shore and Teen Mom, while fans increasingly turned to YouTube, Spotify, and Apple Music for instant access to their favourite songs and videos. But MTV still mattered—through countdowns, specials, and, above all, the VMAs.
The decade’s biggest videos weren’t just viral; they were cultural lightning rods that even streaming platforms couldn’t replicate. From Gaga’s spectacles to Beyoncé’s political statements, Taylor’s domination to Drake’s meme-making, these are the 20 videos that defined 2010s MTV—even as the channel’s golden era slipped away.
20. Katy Perry – Teenage Dream (2010)
Playful and romantic, Katy Perry’s video set the tone for a new decade of pop. From Teenage Dream (2010), which produced five Billboard Hot 100 No. 1 singles (tying Michael Jackson’s record), the single became a fixture on MTV countdowns. The album sold 6 million copies worldwide, and the video helped crown Perry as MTV’s early-decade pop queen.
19. Bruno Mars – Uptown Funk (2014)
With its retro choreography and street-party vibe, the clip matched the infectious throwback sound. Though driven largely by YouTube, MTV played it constantly as the single topped Billboard for 14 weeks straight. From Uptown Special (2015), the track sold 20 million copies worldwide, and the video earned two VMAs.
18. Miley Cyrus – Wrecking Ball (2013)
Miley swinging nude on a wrecking ball was one of the decade’s most controversial visuals. Directed by Terry Richardson, the video shattered MTV airplay records at the time of release. From Bangerz (2013), which sold 3 million copies worldwide, it won Video of the Year at the 2014 VMAs and symbolised Miley’s transformation from Disney star to provocateur.
17. Cardi B – Bodak Yellow (2017)
Low-budget but packed with attitude, Cardi rapped in Dubai, posed with a cheetah, and cemented herself as hip-hop’s new star. MTV played the clip heavily as the song climbed to No. 1 on Billboard Hot 100, making Cardi the first solo female rapper to top the chart in nearly 20 years. From Invasion of Privacy (2018), the success marked her true arrival.
16. Gotye feat. Kimbra – Somebody That I Used to Know (2011)
Minimalist body-paint visuals created one of the first truly viral hits of the decade. MTV aired it constantly in 2012 as the track sold 13 million copies worldwide and topped charts in over 25 countries. From Making Mirrors (2011), it went on to win Record of the Year at the Grammys.
15. PSY – Gangnam Style (2012)
The horse dance took over the world, becoming the first video to hit 1 billion views on YouTube. MTV couldn’t resist, airing the viral sensation repeatedly in 2012. From Psy 6 (Six Rules), Part 1 (2012), the single sold 10 million copies worldwide, making it one of the biggest crossover K-pop moments of all time.
14. Lorde – Royals (2013)
A stark, suburban video that matched Lorde’s minimalist anti-pop ethos. MTV supported the teenage star’s breakthrough as the song climbed to No. 1 on Billboard for nine weeks, making her the youngest solo artist to top the chart since 1987. From Pure Heroine (2013), which sold 3 million copies worldwide, the track also won Song of the Year at the Grammys.
13. Justin Timberlake – Mirrors (2013)
A sweeping, emotional tribute to his grandparents, the video was cinematic in scale. From The 20/20 Experience (2013), which sold 5 million copies worldwide, the song hit No. 2 on Billboard. MTV highlighted it as a throwback to long-form storytelling videos, and it won Video of the Year at the 2013 VMAs.
12. Taylor Swift – Shake It Off (2014)
Taylor clowned ballerinas, cheerleaders, and even herself in a playful, high-energy video. From 1989 (2014), which sold 10 million copies worldwide, the single topped Billboard for four weeks. MTV ran it constantly in 2014, using it as the symbol of Swift’s transition into full-blown pop.
11. Billie Eilish – Bad Guy (2019)
Weird, colourful, and endlessly meme-able, Bad Guy introduced Billie as pop’s left-field star. MTV gave it airplay despite its YouTube dominance, and it won Video of the Year at the 2019 VMAs. From When We All Fall Asleep, Where Do We Go? (2019), which sold 7 million copies worldwide, it became one of the decade’s biggest streaming hits.
10. Lady Gaga – Born This Way (2011)
A seven-minute visual odyssey where Gaga gave birth to a “new race” in outer space. The video’s ambition fit MTV’s legacy of spectacle. From Born This Way (2011), which sold 6 million copies worldwide, the single topped Billboard for six weeks and became an anthem for LGBTQ pride.
9. Kendrick Lamar – HUMBLE. (2017)
Dramatic imagery—from Lamar dressed as the Pope to striking overhead shots—made this one of the decade’s most visually daring clips. From DAMN. (2017), which sold 4 million copies worldwide, the single topped Billboard and won Video of the Year at the 2017 VMAs. MTV hailed it as proof hip-hop visuals were leading the culture.
8. Taylor Swift – Blank Space (2014)
Taylor’s satirical take on her “serial dater” reputation—smashing cars, throwing fits, and burning roses—gave MTV one of its most-played clips of the decade. From 1989 (2014), the single hit No. 1 on Billboard and won Best Pop Video at the VMAs.
7. Adele – Hello (2015)
A moody, sepia-toned reunion story directed by Xavier Dolan. From 25 (2015), which sold 23 million copies worldwide, the single topped Billboard and charts in 30 countries. MTV broadcast it, but its real power came in proving the event video could still exist in the YouTube era.
6. Drake – Hotline Bling (2015)
The pastel-box set and Drake’s awkward dance moves made this an internet meme factory. From Views (2016), which sold 6 million copies worldwide, the single peaked at No. 2 on Billboard. MTV played it constantly in late 2015, embracing its viral energy.
5. Bruno Mars – 24K Magic (2016)
Vegas flash, luxury cars, and old-school charisma made this a modern MTV party classic. From 24K Magic (2016), which sold 5 million copies worldwide, the single won Record of the Year and Song of the Year at the Grammys.
4. Lady Gaga – Bad Romance (2010)
One of the most ambitious music videos ever, featuring futuristic choreography, elaborate costumes, and fiery set pieces. From The Fame Monster (2009), it sold 12 million copies worldwide. The video won seven VMAs in 2010, including Video of the Year, and dominated MTV’s early-2010s rotation.
3. Katy Perry – Firework (2010)
Katy literally exploding with fireworks while uniting crowds in the streets gave MTV one of its most-requested videos. From Teenage Dream (2010), the single topped Billboard and won the MTV VMA for Video of the Year.
2. Beyoncé – Formation (2016)
A politically charged visual set against Hurricane Katrina backdrops and Black pride imagery. From Lemonade (2016), which sold 3 million copies worldwide, it topped critics’ lists and won Video of the Year at the 2016 VMAs. MTV’s heavy promotion of the video underscored its cultural weight.
1. Taylor Swift – Bad Blood (2015)
A star-studded action short featuring Selena Gomez, Zendaya, and Kendrick Lamar, this was one of MTV’s last true event videos. From 1989 (2014), which sold 10 million copies worldwide, it won Video of the Year at the 2015 VMAs and became Taylor’s definitive MTV-era visual moment.
Why 2010s MTV Mattered
The 2010s firmly marked the end of MTV as the centre of music culture. Where once the channel dictated taste, now YouTube premieres, Spotify playlists, and Apple Music exclusives carried that power. Yet, the biggest 2010s MTV videos—whether Gaga’s Bad Romance, Beyoncé’s Formation, or Taylor Swift’s Bad Blood—still proved the format could make headlines and spark conversation. If 1980s MTV created the music-video revolution, and 1990s MTV made it a cultural obsession, the 2000s MTV held on through spectacle. By the 2010s, MTV was in decline—but the music video itself thrived, reborn through streaming. MTV no longer owned the monopoly, but it remained a stage where the decade’s defining visuals still made their mark.
