For millions of people, MTV and its corresponding channels were a way to enjoy music without Spotify constantly talking about paying a premium and enjoying an “ad-free experience”. Of course, the television did feature advertisements between songs, but you could always mute it or change the channel.

However, it seems that Paramount Global, the company behind the channels, announced (via BBC) that MTV Music, MTV 80s, MTV 90s, Club MTV, and MTV Live will cease broadcasting from December 31, 2025.

So, what’s the issue here? Why are companies canceling nostalgia? Well, it has nothing to do with Kendrick Lamar’s Not Like Us or Drake’s feud, but it has everything to do with the fact that the world is changing, and subscribers… are more important than television viewers.

Paramount Cancels Nostalgia Because of the Audience’s Viewing Habits

Well, it is indeed very sad that I have to write about this, but it seems that the audience’s habits are changing. The world is becoming more digital and portable, and Spotify and Apple Music have become the go-to for millions of users worldwide.

Of course, you cannot carry your whole TV setup to listen to music in a metro when a few simple clicks will get you to your favorite song, but the world is becoming more portable and mobile.

Naturally, with advances in technology, it seems that MTV is facing a decreasing number of viewership, to the point that the company cannot sustain itself. All the more, the freedom of ‘choice’ in apps like YouTube, Spotify, and more is something that MTV doesn’t have.

With rising prices and lower subscription fees, there are fewer people who would listen to a song on MTV rather than on their phone. However, it’s not all bad.

MTV is Not Dead, It’s Just Going Digital

While the iconic music channel will be taking off from television sets, it will be going digital with the Paramount+ subscription. This depicts a changing trend where nostalgic channels aren’t being erased, but they are going online, as a means of cutting costs while keeping the inner child alive.

Although the news of MTV going off from air is disheartening to hear, it also brings new change about how channels, and streaming services, in general can prove beneficial when necessary.

What are your thoughts about these MTV channels going digital? Is it a company’s last effort to save the channel or just adapting to the trends?