It originally took the same focus at launch as the main American network of a focus on mainly adult contemporary artists for an audience between 21-44, with a broad playlist involving music videos from the 70s to the present day along with weekly countdowns, a format maintained until around 2008.

Between 1994 and 2002 Paul King (UK) and Pip Dann (NZ), familiar faces from MTV Europe 1989-1994, were the channel's main videojockeys.

Paul King hosted VH1's Album Chart Show (also broadcast on VH1 Europe in 2002).

VH1 completed its transition to a general entertainment format in October 2018 with VH1 US programs, including Love & Hip Hop: Miami and Ru Paul's Drag Race, though music programmes continued in non-prime timeslots.

[1] In March 2019, VH1, along with sister channel BET moved EPG numbers on Sky.