They didn't drop the ball. Much like Netflix, once they were successful people started demanding more and more to show their content, which eventually escalated

They didn't drop the ball. Much like Netflix, once they were successful people started demanding more and more to show their content, which eventually escalated into failure to reach licensing deals. No just something effecting MTV of course. There are TV shows that no longer air, and have no DVD release, because the costs to license the music in them again is prohibitive: https://www.techdirt.com/articles/20090117/0537253446.shtml https://www.techdirt.com/articles/20090117/0537253446.shtml