Bell Media has confirmed MTV Canada will stop broadcasting at the end of this year, marking the end of an era for traditional music television in Canada.
MTV, once a major source of music discovery and pop culture, brought viewers closer to artists through music videos, live performances, and award shows.
However, as viewers increasingly rely on streaming services and social media, MTV Canada’s closing proves the wider change in how music and entertainment is consumed today.
Kyle Wood, a fourth-year bachelor of music student at Humber Polytechnic, addressed the industry’s change.
Although MTV Canada was never important in his own music discovery journey, Wood says, “I’m aware of what it is, but I just didn’t watch it that much.”
Like many in his generation, Wood finds new music on TikTok and YouTube instead.
“It’s more readily available to a wider consumer base. Everybody’s got a phone, everybody’s got either Instagram or TikTok,” he says noting that the accessibility of platforms like TikTok and Instagram has reshaped how people find new artists.
“Not everybody’s necessarily going to have cable or a TV and actually sit down to see stuff like that.”
With practically everyone owning a smartphone nowadays, these platforms have become known as the most common sources for music discovery, reducing their need for traditional television.
For older generations, MTV was more than just a channel—it was a cultural touchstone. Though Wood didn’t grow up watching MTV, he understood its impact.
“Seeing different music videos or live performances or award shows might introduce you to artists that you might not have heard on radio,” Wood says.
MTV gave its viewers an immersive experience that exposed them to different genres and helped them determine their musical preferences.
These days, social media short-form videos are used to achieve the same thing.
Short clips on TikTok and Instagram have replaced full-length music videos, giving artists new ways to reach audiences.
“A lot of bands put their stuff out, just a couple of like short clips of new songs they plan on releasing, and that’s how I find a lot of stuff,” Wood says.
The transition from TV to streaming services and social media reflects changes not only in the music industry but also in audience preferences.
Wood shared insights from his music business course, where students discuss the economics of digital platforms.
“Spotify will pay you fractions of a cent while certain platforms pay a hell of a lot better than others,” like Tidal, according to Wood.
While the end of MTV Canada might create nostalgia for some, the rise of digital media represents a more international and accessible music industry.
The end of an era in Canadian television marks a new chapter in the music industry, one in which algorithms, not cable networks, determine what is popular, and musicians connect with fans in seconds rather than hours.
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