MTV is set to discontinue a number of its traditional linear music television channels this week, marking another significant step in the company’s transition away from scheduled broadcast music programming toward digital and on-demand platforms.

The closures affect multiple regionally available MTV-branded music channels that have operated for decades, reflecting sustained declines in linear television audiences and advertising revenues.

The decision follows years of changing consumer behaviour, with younger audiences increasingly consuming music and entertainment through streaming services, social media platforms and short-form video apps rather than traditional television.

MTV’s parent company has indicated that the move is part of a broader strategy to streamline operations, reduce costs and concentrate investment on platforms where viewers now spend most of their time.

For many viewers, the affected channels were synonymous with non-stop music videos and genre-specific programming that once played a central role in shaping global pop culture.

However, industry data shows that music video consumption has largely migrated to digital services, where users can curate content instantly rather than rely on scheduled playlists.

MTV will continue to operate its core brand through flagship channels, special events and digital offerings, including online video, social media content and partnerships with streaming platforms.

Executives have stressed that music remains central to the brand’s identity, even as its delivery evolves to match modern consumption patterns.

The closures underscore the accelerating decline of niche linear television channels across the media industry and highlight the pressure on broadcasters to adapt quickly as audiences and advertisers move toward flexible, data-driven digital models.