近日，消息显示，MTV將於2025年底在英國關閉旗下所有音樂頻道，包括MTV Music、MTV 80s、MTV 90s、Club MTV以及 MTV Live，計劃於12月31日停播。雖然MTV的旗艦頻道MTV HD將繼續運作，但其內容主要以真人秀和娛樂節目為主，已不再以音樂視頻為核心。換言之，這家以音樂電視起家的品牌，將徹底結束在英國的音樂頻道業務。

觀眾收視數據顯示，MTV近年來在英國的觀眾人數大幅下降。根據Barb的統計，今年7月，MTV音樂頻道僅有約130萬觀眾收看，成為近年觀眾流失最嚴重的電視頻道之一。與此同時，越來越多的觀眾選擇在YouTube、TikTok等線上平台觀看音樂視頻，傳統音樂電視頻道的吸引力持續下降。

近年來，MTV的經營困境持續加劇。2023年，公司經歷一輪大規模裁員；2024年，母公司派拉蒙決定關閉MTV News 網站，該網站自1996年以來積累的數千篇文章與採訪資料全部被刪除。除此之外，MTV今年早些時候宣布，2025年將不再舉辦MTV歐洲音樂獎的相關活動，這一自1994年開始的年度頒獎典禮未來能否延續仍存在不確定性。

業內觀察者指出，此次英國MTV音樂頻道的關閉，是派拉蒙全球重組計劃的一部分。不僅在英國，包括 波蘭、匈牙利 等中東歐國家當地的MTV音樂頻道也將於2025年底停播。同時，荷蘭、比利時、盧森堡 地區的MTV 80s、MTV 00s 等頻道亦將關閉，而德國和奧地利的 MTV 品牌頻道也將被停播。值得一提的是，MTV中文頻道早在2021年2月1日就已經停止運營。

整體而言，MTV的這波停播潮反映傳統音樂電視在數字化媒體時代面臨的巨大挑戰：隨著線上平台的崛起，觀眾習慣逐漸轉向互動性更強、內容更新更快的網路媒體，傳統音樂頻道的經營模式已難以為繼，全球各地的MTV音樂頻道因此陸續退出市場。

Recently, it was announced that MTV will shut down all of its music channels in the United Kingdom by the end of 2025. The channels affected include MTV Music, MTV 80s, MTV 90s, Club MTV, and MTV Live, all scheduled to cease broadcasting on December 31, 2025. The flagship channel, MTV HD, will continue operating but will primarily feature reality shows and entertainment programs, moving away from its original focus on music videos. In essence, the brand that started as a music television network will no longer offer music channels in the UK.

Audience data shows that MTV has experienced significant declines in viewership in recent years. According to Barb, only about 1.3 million viewers watched MTV’s music channels in July, making it one of the fastest-declining television channels in the country. At the same time, an increasing number of viewers are turning to online platforms such as YouTube and TikTok to watch music videos, highlighting the decreasing appeal of traditional music TV channels.

MTV has faced mounting operational challenges in recent years. In 2023, the company underwent a major round of layoffs. In 2024, its parent company, Paramount, shut down the MTV News website, erasing thousands of articles and interviews accumulated since 1996. Earlier this year, MTV also announced that it would not hold any MTV Europe Music Awards events in 2025, leaving the future of the annual awards, which started in 1994, uncertain.

Industry observers note that the closure of MTV music channels in the UK is part of a global restructuring plan by Paramount. Similar shutdowns are planned for several Central and Eastern European countries, including Poland and Hungary, at the end of 2025. In the Netherlands, Belgium, and Luxembourg, local versions of MTV 80s and MTV 00s will also be closed, and MTV-branded channels in Germany and Austria will be shut down. It is also worth noting that MTV’s Chinese-language channel ceased operations on February 1, 2021.

Overall, this wave of closures reflects the challenges traditional music television faces in the digital age. With the rise of online platforms offering faster, more interactive content, audience habits have shifted away from traditional TV. As a result, MTV’s music channels worldwide are gradually exiting the market, highlighting the difficulties of sustaining the traditional music television model in a rapidly evolving media landscape.