Despite being in competition with top 40 station KKSW and rival KCHZ offering more rhythmic content than KMXV (and, to a lesser extent, urban contemporary KPRS), KMXV has maintained high ratings for years. However, this changed in late 2010, when KCHZ began overtaking them in the ratings, as that station was ranked #2 with a 6.2 share, while Mix had a 5.6 share and ranked #5 in the market. To combat this, the station began leaning more towards rhythmic content, while slightly edging away from its long-time adult lean, and with sister station KCKC having relaunched its AC format with an upbeat approach in 2014, KMXV has moved more towards a current-based presentation in line with other Top 40/CHRs in the United States.