NickMusic
A former international music-video television channel for younger audiences, operated across Europe, Africa, the Middle East, Australia, and New Zealand.
Last updated August 31, 2026
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Overview
NickMusic EMEA was an international music-video television channel associated with the Nickelodeon brand and operated by Paramount Networks EMEAA. It was designed as a youth-oriented music service, concentrating primarily on contemporary pop videos rather than the animated and live-action programming traditionally associated with Nickelodeon. The channel’s international identity developed from Nick Hits, a music-focused service launched in the Benelux on 2 August 2007. Nick Hits initially operated as a localized Benelux channel, including Dutch-language promotional material. On 1 February 2017, it was rebranded NickMusic, aligning the service more directly with Nickelodeon’s broader international music-channel identity and with the name used by the related United States service. The rebrand preserved the channel’s basic function: continuous or predominantly music-video programming aimed at younger viewers and fans of mainstream pop. The service underwent a major distribution and operating-model change in 2020. On 1 July 2020, localized promotions and advertising were removed as the channel was delocalized. On the same date, NickMusic began carriage in Australia, replacing the music channel [V]. It subsequently became available in New Zealand on 6 July 2020. These changes extended the service beyond its original Benelux and European footprint and gave it a more standardized international presentation. A further expansion took place on 1 June 2021, when NickMusic replaced MTV Music 24 in Europe. The channel later reached additional markets in Africa and the Middle East. Its European regulatory structure also changed in response to the United Kingdom’s departure from the European Union. NickMusic obtained a Czech broadcasting licence to support continued legal distribution within the European Union under the Audiovisual Media Services Directive and related single-market rules. Although the licence was Czech, the channel’s editorial office remained in London. NickMusic’s distribution was subsequently reduced. VH1 in Denmark was closed and replaced by NickMusic on 1 April 2024, while the Australian service ended on 1 November 2025. On 2 July 2025, Paramount Skydance announced plans to close several international all-music channels at the end of that year, including this EMEA iteration of NickMusic. The EMEA feed ended at 6:00 CET on 31 December 2025 and was replaced by an informational slide carrying a closure message. The last music video broadcast was reported as “End Game” by Taylor Swift, Ed Sheeran, and Future. NickMusic is therefore a defunct television-channel brand rather than an active global music service.
History
NickMusic EMEA originated as Nick Hits, a specialized music-video channel launched in the Benelux on 2 August 2007. The original service used localized Dutch promotional material and focused on music programming for younger audiences. It occupied a niche within the Nickelodeon brand family: rather than carrying Nickelodeon’s usual cartoons and youth entertainment shows, it primarily presented contemporary music videos, especially mainstream pop. On 1 February 2017, Nick Hits was renamed NickMusic. The new identity connected the channel more clearly with Nickelodeon’s international music strategy and with the NickMusic name already used in the United States. The rebrand did not fundamentally alter the channel’s editorial purpose, which remained the presentation of modern pop music in a youth-oriented television environment. In 2020, the service moved toward a more standardized international model. On 1 July, NickMusic removed localized promotions and advertising as part of a delocalization process. It also launched in Australia on that date, replacing the channel [V], and was introduced in New Zealand on 6 July. The expansion made NickMusic available beyond its original Benelux base and helped establish it as a broader international music channel. The channel’s European footprint expanded again on 1 June 2021, when it replaced MTV Music 24 in Europe. It later became available in Africa and the Middle East. To maintain an appropriate legal basis for distribution in the European Union after Brexit, the service obtained a Czech licence under the Czech Republic’s broadcasting framework. This licensing arrangement supported compliance with the EU Audiovisual Media Services Directive and related single-market requirements. The editorial operation itself remained located in London, indicating that the licensing jurisdiction and operational centre were not the same. NickMusic continued to replace or supplement other music services in selected markets. In Denmark, it replaced VH1 after that channel was closed indefinitely on 1 April 2024. Its Australian operation was later discontinued on 1 November 2025. The channel’s final phase followed a broader reduction in international music-channel operations. On 2 July 2025, Paramount Skydance announced that several all-music channels would close on New Year’s Eve, including the EMEA version of NickMusic. The service ended at 6:00 CET on 31 December 2025. Broadcast output was replaced with an informational slide communicating the closure. The final music video was reported as “End Game,” performed by Taylor Swift, Ed Sheeran, and Future. NickMusic EMEA’s history therefore reflects the transition from a localized Benelux music channel to a broader, standardized international service, followed by the contraction of linear music television distribution and its eventual closure.
- 2025
NickMusic EMEA closes
[1]The EMEA service ends at 6:00 CET on 31 December following a broader decision to close several international all-music channels.
- 2024
NickMusic replaces VH1 in Denmark
[1]NickMusic takes the place of VH1 in Denmark after VH1 closes indefinitely on 1 April.
- 2021
NickMusic replaces MTV Music 24 in Europe
[1]The channel expands its European distribution and later reaches Africa and the Middle East.
- 2020
International distribution begins in Australia and New Zealand
[1]NickMusic is delocalized on 1 July and launches in Australia, followed by New Zealand on 6 July.
- 2017
Nick Hits becomes NickMusic
[1]The channel is rebranded on 1 February, adopting the NickMusic identity.
- 2007
Nick Hits launches in the Benelux
[1]The predecessor channel to NickMusic begins broadcasting on 2 August with Dutch promotional material and a youth-focused music-video format.
Products and positioning
A youth-oriented, international pop-music television channel operating under the Nickelodeon brand family.
Music television channel · 2007
NickMusic EMEA
The principal NickMusic EMEA offering was a linear television channel focused on contemporary music videos, particularly modern pop, for younger viewers. It began as the Benelux service Nick Hits, was renamed NickMusic in 2017, and later operated across a wider international footprint including Europe, Africa, the Middle East, Australia, and New Zealand. The channel was delocalized in 2020, and its EMEA service closed on 31 December 2025.
Brand decisions
2025
Closure of the EMEA channelStrategyBackground
Paramount Skydance announced a broader closure program affecting several international all-music channels.
Action taken
NickMusic EMEA was scheduled to end broadcasting at 6:00 CET on 31 December 2025.
Aftermath
The channel was replaced by an informational closure slide and became defunct.
2021
Replacement of MTV Music 24 in EuropeProduct launchBackground
NickMusic was being positioned as a wider international music channel.
Action taken
On 1 June 2021, NickMusic replaced MTV Music 24 in Europe and later expanded to Africa and the Middle East.
Aftermath
The channel gained a broader European and adjacent-region distribution footprint.
2020
Delocalization and international expansionStrategyBackground
NickMusic was being developed beyond its original localized Benelux operation.
Action taken
On 1 July 2020, localized promotions and advertising were removed, and the channel launched in Australia; it was introduced in New Zealand on 6 July.
Aftermath
The service adopted a more standardized international presentation and broadened its market reach.
2017
Rebrand from Nick Hits to NickMusicOtherBackground
The Benelux music-video channel had operated as Nick Hits since its 2007 launch.
Action taken
The service adopted the NickMusic name on 1 February 2017.
Aftermath
The renamed channel continued as a youth-oriented pop-music service and subsequently expanded internationally.
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