Bye bye MTV: the channel closes almost everywhere

Paramount Global has announced that by the end of 2025 it will shut down five MTV music channels: MTV Music, MTV 80s, MTV 90s, Club MTV, and MTV Live. This decision marks the end of an era. MTV changed the way music was consumed and brought genres that once stayed confined to neighborhoods or local radio directly into the homes of millions of viewers.

In Italy and in a few other countries MTV Music still exists, at least for now. The message, however, is clear: music now flows through social media and streaming, no longer through television. MTV was born in 1981 as a channel dedicated to music videos and changed the rules of the game. For many artists, their first television appearance happened right there. The channel played a decisive role in the careers of various artists and also influenced the attention record labels gave to music videos, turning them into central material for communicating artists’ style and personality.

The closure of the music channels raises questions about the future of music. Declining audiences, fragmented consumption and the rise of TikTok and streaming explain the decision. Today the music industry operates in a digital and social ecosystem, yet MTV’s disappearance leaves a void for those who still lack visibility. Selections were based on quality, not on virality as is often the case now. The transitional moment is clear: television is giving way to the internet, but the legacy remains indelible. MTV documented decades of music, culture, and style.

We are in a moment of transition: just as there once was a shift between radio and television, now the change is between TV and the internet. Traditional channels are losing centrality, while social media and streaming platforms set new rhythms and define new successes. Yet the heart remains tied to the decades when MTV kept us company, when a single video could turn a local artist into a global star and new trends arrived first on television screens before reaching digital platforms. MTV is closing, and its closure certainly marks the end of an era.