Goodbye MTV Music: How streaming killed the video TV giant

Dubai: For many, MTV was once more than a channel — it was a window to global pop culture, a nightly ritual of new videos, countdowns, and music-drama. But now, the media landscape is shifting sharply: parent company Paramount Global has announced that by 31 December 2025, five of MTV’s beloved music channels will be shut down across the UK, Europe, and other international markets.

Under the plan revealed on 10 October 2025, MTV will discontinue MTV Music, MTV 80s, MTV 90s, Club MTV, and MTV Live by the end of the year.

The flagship MTV (often MTV HD) will remain, but its programming will focus heavily on reality shows and non-music content.

Paramount’s motive is clear: cost cutting and strategic pivoting. The company reportedly aims to slice about $500 million from global expenses and put more weight on digital and streaming platforms such as Paramount+ and Pluto TV.

In the words of analysts, MTV is being reimagined (or pared down) for a streaming-first era.

Though the shutdown is confirmed for UK and European feeds first, observers expect similar cuts across Asia, Latin America, and possibly the Middle East.

In fact, MTV Live’s 'pan-feed' is scheduled to cease operations in multiple international markets on 31 December 2025.

MTV launched in August 1981 in the US as a 24-hour music video channel, famously kicking off with “Video Killed the Radio Star.”

It altered how music was consumed, turning visual presentation, image, and music video storytelling into essential parts of an artist’s identity.

By the late 1980s and 1990s, the MTV formula had spread globally, with regional feeds, local VJs, and localized shows. In many parts of the world, including Southeast Asia and the Middle East, MTV became a cultural bridge. It helped define youth fashion, music fandom, and pop culture discourse.

Over time, however, MTV’s identity shifted. In many regions, the core 'music video channel' became diluted, replaced with reality TV, branded series, and non-music content. In fact, MTV UK had largely abandoned continuous music programming years ago.

By the 2010s, most new video consumption had already migrated to YouTube, streaming platforms, and social media—leaving MTV increasingly an identity brand rather than a go-to for new music.

In short: the shutdown of MTV’s music channels is a turning point. It closes a chapter on a television tradition, while heralding the complete dominance of digital music culture.