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MTV's music-only channels have quietly gone out of business which has been a turning point for people of all ages, especially for Baby Boomers and Gen X who had a close relationship with the channel as a cultural navigator. MTV's dedicated music platforms, after more than forty years of influencing how people around the world got to know and created music, are going down without much noise.
Industrialist Anand Mahindra captured the collective nostalgia perfectly by reviving a phrase that once symbolised youthful rebellion and pop culture cool: “I want my MTV.” Reflecting on the channel’s early impact, Mahindra shared how transformative MTV felt when it debuted in 1981. “The end of MTV hits differently for Baby Boomers like me. When it launched in 1981, it changed how we heard and saw music. It shaped tastes, icons and the sense of what was cool,” he wrote, signing off with a fitting tribute: “I guess this deserves one last chorus by Sting: ‘I want my MTV.’”
<blockquote>The end of MTV hits differently for Baby Boomers like me.
When it launched in 1981, it changed how we heard and saw music.
It shaped tastes, icons, and the sense of what was cool.
I guess this deserves one last chorus by Sting of: “I want my MTV.” <a href="https://t.co/koY7jYKrHg">pic.twitter.com/koY7jYKrHg</a>
— anand mahindra (@anandmahindra) <a href="https://twitter.com/anandmahindra/status/2006988513330475060?ref_src=twsrc%5Etfw">January 2, 2026</a></blockquote>
<script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>Several MTV music channels, including MTV Music, MTV 80s, MTV 90s, Club MTV, and MTV Live, officially stopped broadcasting on December 31, 2025. MTV first went on air in the US in 1981 before expanding to Europe in 1987, with a UK-specific channel launching a decade later.
While MTV HD will continue to operate, it no longer airs music videos, having shifted its focus to reality programming since 2011. MTV’s music channels in the US, for now, remain unaffected.
The move is reportedly part of Paramount’s global cost-cutting strategy, which aims to save more than $500 million, reflecting changing viewer habits, as audiences increasingly turn to digital platforms like Spotify, YouTube, and YouTube Music to consume music.
Former MTV DJ Daisy Fuentes commented on the development back in October 2025. She said the decision was sad but acknowledged it was inevitable. “MTV had a special era and history that will never return. Change is necessary, and everyone has to adapt with the times,” she said.
Even with the closure of these channels, MTV is far from disappearing. The main MTV channel continues with popular shows like The Challenge and RuPaul’s Drag Race. In the UK, Ireland, France, Germany, Austria, Poland, Hungary, Australia, and Brazil, each channel aired a different music video in its final moments: MTV Music closed with Video Killed the Radio Star, while MTV 90s signed off with the Spice Girls’ Goodbye. Viewers now see a rotating image of the channel’s logo with a message that MTV content remains available on MTV HD.
<h2>Here's how netizens reacted:</h2>
"MTV didn’t just play music, it set the mood of a generation. From waiting for your favorite video to drop to discovering artists visually for the first time...that magic can’t be recreated. The screen may go dark, but the memories won’t," one user said.
Another user wrote, "I want MTV back."
A third added, "MTV was not just a TV channel. It was a cultural shift. For your generation, music became something you could see, feel, and live with. Artists were no longer only singers, they became icons. Fashion, attitude, and sound all changed together. The end of MTV feels like the end of an era that shaped memories forever."
While the legacy of MTV lives on in the hearts of Baby Boomers, Gen X, and even Gen Z, viewers are largely shifting toward digital platforms. One user summed it up: "People are mostly moving towards OTTs and they listen music on Spotify, YouTube, YouTube Music, etc. Maybe in the next 20-30 years, we have different tech. But certainly, 'end of an era'."

MTV's music-only channels have quietly gone out of business which has been a turning point for people of all ages, especially for Baby Boomers and Gen X who had a close relationship with the channel as a cultural navigator. MTV's dedicated music platforms, after more than forty years of influencing how people around the world got to know and created music, are going down without much noise.Industrialist Anand Mahindra captured the collective nostalgia perfectly by reviving a phrase that once symbolised youthful rebellion and pop culture cool: “I want my MTV.” Reflecting on the channel’s early impact, Mahindra shared how transformative MTV felt when it debuted in 1981. “The end of MTV hits differently for Baby Boomers like me. When it launched in 1981, it changed how we heard and saw music. It shaped tastes, icons and the sense of what was cool,” he wrote, signing off with a fitting tribute: “I guess this deserves one last chorus by Sting: ‘I want my MTV.’”The end of MTV hits differently for Baby Boomers like me.When it launched in 1981, it changed how we heard and saw music.It shaped tastes, icons, and the sense of what was cool.I guess this deserves one last chorus by Sting of: “I want my MTV.” pic.twitter.com/koY7jYKrHg— anand mahindra (@anandmahindra) January 2, 2026Several MTV music channels, including MTV Music, MTV 80s, MTV 90s, Club MTV, and MTV Live, officially stopped broadcasting on December 31, 2025. MTV first went on air in the US in 1981 before expanding to Europe in 1987, with a UK-specific channel launching a decade later.While MTV HD will continue to operate, it no longer airs music videos, having shifted its focus to reality programming since 2011. MTV’s music channels in the US, for now, remain unaffected.The move is reportedly part of Paramount’s global cost-cutting strategy, which aims to save more than $500 million, reflecting changing viewer habits, as audiences increasingly turn to digital platforms like Spotify, YouTube, and YouTube Music to consume music.Former MTV DJ Daisy Fuentes commented on the development back in October 2025. She said the decision was sad but acknowledged it was inevitable. “MTV had a special era and history that will never return. Change is necessary, and everyone has to adapt with the times,” she said.Even with the closure of these channels, MTV is far from disappearing. The main MTV channel continues with popular shows like The Challenge and RuPaul’s Drag Race. In the UK, Ireland, France, Germany, Austria, Poland, Hungary, Australia, and Brazil, each channel aired a different music video in its final moments: MTV Music closed with Video Killed the Radio Star, while MTV 90s signed off with the Spice Girls’ Goodbye. Viewers now see a rotating image of the channel’s logo with a message that MTV content remains available on MTV HD.Here's how netizens reacted:"MTV didn’t just play music, it set the mood of a generation. From waiting for your favorite video to drop to discovering artists visually for the first time...that magic can’t be recreated. The screen may go dark, but the memories won’t," one user said.Another user wrote, "I want MTV back."A third added, "MTV was not just a TV channel. It was a cultural shift. For your generation, music became something you could see, feel, and live with. Artists were no longer only singers, they became icons. Fashion, attitude, and sound all changed together. The end of MTV feels like the end of an era that shaped memories forever."While the legacy of MTV lives on in the hearts of Baby Boomers, Gen X, and even Gen Z, viewers are largely shifting toward digital platforms. One user summed it up: "People are mostly moving towards OTTs and they listen music on Spotify, YouTube, YouTube Music, etc. Maybe in the next 20-30 years, we have different tech. But certainly, 'end of an era'."

Several MTV music channels, including MTV Music, MTV 80s, MTV 90s, Club MTV, and MTV Live, officially stopped broadcasting on December 31, 2025. 

MTV music era ends! Anand Mahindra says it hits baby boomers differently, netizens react

news-mtv-music-era-ends-anand-mahindra-says-it-hits-baby-boomers-differently-netizens-react-387078

MTVs music-only channels have quietly gone out of business which has been a turning point for people of all ages, especially for Baby Boomers and Gen X who had a close relationship with the channel as a cultural navigator. MTVs dedicated music platforms, after more than forty years of influencing how people around the world got to know and created music, are going down without much noise. Industrialist Anand Mahindra captured the collective nostalgia perfectly by reviving a phrase that once symbolised youthful rebellion and pop culture cool: “I want my MTV.” Reflecting on the channel’s early impact, Mahindra shared how transformative MTV felt when it debuted in 1981. “The end of MTV hits differently for Baby Boomers like me. When it launched in 1981, it changed how we heard and saw music. It shaped tastes, icons and the sense of what was cool,” he wrote, signing off with a fitting tribute: “I guess this deserves one last chorus by Sting: ‘I want my MTV.’” The end of MTV hits differently for Baby Boomers like me. When it launched in 1981, it changed how we heard and saw music. It shaped tastes, icons, and the sense of what was cool. I guess this deserves one last chorus by Sting of: “I want my MTV.” pic.twitter.com/koY7jYKrHg — anand mahindra (@anandmahindra) January 2, 2026 Several MTV music channels, including MTV Music, MTV 80s, MTV 90s, Club MTV, and MTV Live, officially stopped broadcasting on December 31, 2025. MTV first went on air in the US in 1981 before expanding to Europe in 1987, with a UK-specific channel launching a decade later. While MTV HD will continue to operate, it no longer airs music videos, having shifted its focus to reality programming since 2011. MTV’s music channels in the US, for now, remain unaffected. The move is reportedly part of Paramount’s global cost-cutting strategy, which aims to save more than $500 million, reflecting changing viewer habits, as audiences increasingly turn to digital platforms like Spotify, YouTube, and YouTube Music to consume music. Former MTV DJ Daisy Fuentes commented on the development back in October 2025. She said the decision was sad but acknowledged it was inevitable. “MTV had a special era and history that will never return. Change is necessary, and everyone has to adapt with the times,” she said. Even with the closure of these channels, MTV is far from disappearing. The main MTV channel continues with popular shows like The Challenge and RuPaul’s Drag Race. In the UK, Ireland, France, Germany, Austria, Poland, Hungary, Australia, and Brazil, each channel aired a different music video in its final moments: MTV Music closed with Video Killed the Radio Star, while MTV 90s signed off with the Spice Girls’ Goodbye. Viewers now see a rotating image of the channel’s logo with a message that MTV content remains available on MTV HD. Heres how netizens reacted: MTV didn’t just play music, it set the mood of a generation. From waiting for your favorite video to drop to discovering artists visually for the first time...that magic can’t be recreated. The screen may go dark, but the memories won’t, one user said. Another user wrote, I want MTV back. A third added, MTV was not just a TV channel. It was a cultural shift. For your generation, music became something you could see, feel, and live with. Artists were no longer only singers, they became icons. Fashion, attitude, and sound all changed together. The end of MTV feels like the end of an era that shaped memories forever. While the legacy of MTV lives on in the hearts of Baby Boomers, Gen X, and even Gen Z, viewers are largely shifting toward digital platforms. One user summed it up: People are mostly moving towards OTTs and they listen music on Spotify, YouTube, YouTube Music, etc. Maybe in the next 20-30 years, we have different tech. But certainly, end of an era.