Are Music TV Channels Making a Come Back?

In the 80s and 90s, music TV channels like MTV were hugely influential on the music industry. As the go-to platforms for discovering new music and enjoying iconic music videos, these channels defined generations and propelled artists to stardom. But all this changed following the emergence and widespread adoption of music streaming services.

The advent of digital streaming services revolutionised how people accessed and enjoyed music. Music streaming platforms offered the convenience of personalised playlists, on-demand access, and the ability to explore a vast library of songs anytime, anywhere. Music TV channels no longer offered what music fans wanted. And then when YouTube launched in 2005, users were able to search and play music videos of their choice, on-demand. Although MTV had switched its programming to mainly reality TV shows by this point, the growth of YouTube was the final nail in the coffin for a lot of other music TV channels. But fast forward to 2023, and there seems to be a rekindled interest in music TV channels.

The resurgence of music TV channels


In October 2020, Apple launched a new streaming music channel, Apple Music TV, in the US. The channel was launched in the UK and Canada in the following year, and reminiscent of the golden era of music TV shows, it offered a 24/7 stream dedicated to music videos. And Apple is not the only company to launch a music TV channel in recent years; a whole host of other music channels are now also available, covering a wide range of music genres, from rock to classical. To give just a flavour of these, the Warner Music Group now has three FAST channels on the Roku Channel, each focusing on a specific genre, namely pop, rock, and hip-hop; Vialma launched a FAST channel on Samsung TVPlus, dedicated to classical music; and Stingray’s offering includes a suite of music FAST channels themed around different genres from country to jazz.

As viewers rediscover the joy of curated music experiences, the rapid growth of the FAST market may well pave the way for the revival of music TV channels. According to analysis, the number of FAST music channels in the US increased by 41% between June 2022 and June 2023, and is expected to continue on an upward trajectory.


Cloud playout: a key enabler


As broadcasters and content providers look to continually grow their audience reach, they need the flexibility to update and improve their offering quickly and easily. This means experimenting with new services and channels to see what works and what doesn’t. Cloud playout enables broadcasters and service providers to harness the scalability and flexibility offered by cloud, by launching new channels quickly and easily, with minimal cost. If a channel fails to gain traction, it can be promptly shut down, just as successful channels can be easily expanded to new regions. The flexibility that cloud playout provides enables broadcasters and service providers to experiment with music TV channels to see what works for them.


Create and manage professional TV channels with Veset Nimbus


Veset Nimbus is an all-in-one, software-as-a-service (SaaS), cloud playout platform for advanced channel origination and management. It’s an enterprise-grade cloud playout solution that enables the delivery and monetisation of linear channels using any live or file-based content, to OTT, satellite, cable, or terrestrial TV.  

As a true cloud playout solution, Veset Nimbus takes full advantage of the cloud, allowing content owners to manage multiple linear channels flexibly, whilst future-proofing their operations. As a true cloud solution, it also provides greater scalability and high levels of redundancy, while delivering high-quality video streams over IP.

To find out more about how Veset’s cloud playout platform, Veset Nimbus, can empower your team to create, schedule, distribute and monetise linear channels, get in touch.

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