There is no single global shutdown of MTV as a brand. MTV operates many region-specific networks, and some 24-hour music video spinoff channels have been closed or rebranded in certain countries, while others still air. In the United States, for example, the linear channel MTV Classic continues to run music videos around the clock, and the flagship MTV network remains on air with mostly non-music programming.
What does “MTV shut down its 24-hour music channels” actually refer to?
MTV is a global brand under Paramount Global that runs different lineups in each market. Over time, MTV has launched and retired various music-video-only spinoffs such as MTV Classic, MTV Hits, and MTV Live, alongside the flagship MTV channel that focuses largely on unscripted series.
MTV’s channel portfolio varies by country, so a closure in one region does not mean MTV or all music-video feeds shut down everywhere. Check your market specifically.
Examples that help orient what still exists:
- MTV Classic (U.S.) focuses on music videos and archival MTV programming.
- Paramount also distributes music video streams on free, ad-supported TV platforms like Pluto TV, which carry genre and decade-focused video channels in many regions.
Region-specific changes are typically announced by Paramount’s local press offices or by TV providers. You can scan brand pages at the Paramount Press Center for official notices.
How can I confirm whether a music video MTV channel shut down in my region?
- Check your provider lineup: Look for a removal or replacement message in your cable, satellite, or vMVPD guide. Providers usually post lineup updates on their support sites.
- See Paramount’s press notices: Search the Paramount Press Center, MTV brand page for regional announcements.
- Look at local regulators or trade press: In the UK, Ofcom lists broadcast changes (ofcom.org.uk). Industry outlets like Variety or The Hollywood Reporter often cover channel closures and rebrands.
- Cross-check reference listings: Wikipedia pages such as the List of MTV channels and specific channel entries can provide a snapshot of current status, with citations you can follow.
Why are some 24-hour music video channels closing?
Three forces drive these decisions:
- Audience migration to streaming: Viewers now watch official music videos primarily on platforms like YouTube and connected TV apps, reducing linear ratings. Nielsen’s ongoing The Gauge tracking shows streaming has overtaken cable in U.S. TV viewing share.
- Music industry distribution shifted online: Labels prioritize digital video and audio streaming. The IFPI reports that streaming is the dominant source of recorded music revenue worldwide (ifpi.org).
- Economics of linear TV: Unscripted reality formats delivered steadier advertising and lower costs for the flagship MTV, which is why music-video-only programming moved to niche spinoffs or to free, ad-supported streaming TV.
What still airs music videos today?
If your specific music-video MTV feed was retired, there are several alternatives:
- MTV Classic and regional spinoffs: Where available, these still run video blocks and legacy MTV shows. See the MTV Classic (U.S.) entry for context.
- Free, ad-supported TV (FAST): Pluto TV offers multiple music video channels by genre and decade in many countries.
- Vevo on connected TVs: Vevo operates curated music video channels and apps on smart TVs and devices (vevo.com/about).
- YouTube and YouTube Music: Most official music videos premiere here, often with premieres and live chats (youtube.com/music).
Did MTV really end with “Video Killed the Radio Star”?
The first video MTV aired at launch on August 1, 1981 was The Buggles’ “Video Killed the Radio Star.” Some regional sign-offs and anniversary stunts have used the same track as a nod to MTV’s origins, which can fuel viral posts when a local feed closes.
MTV launched on August 1, 1981 with The Buggles’ “Video Killed the Radio Star.” History.com: MTV launches
If you saw a clip of that song marking a final broadcast, it likely referred to a specific regional music-video channel, not the entire MTV brand worldwide.
Bottom line
Claims that “MTV shut down its 24-hour music channels” are often true for a particular region or spinoff feed, not everywhere. Verify using your TV provider lineup and Paramount’s press pages. Even where a linear music-video channel has closed, you can still watch curated music videos on MTV-branded FAST channels, Vevo on connected TVs, and on YouTube.