New Details on Shuttering of Paramount’s Kids Streamer Noggin; When Will Service to Be Sunset?
The fat-trimming of Paramount’s streaming operations comes amidst the company’s efforts to find a buyer or merger partner.
Paramount Global is pulling out of the kids’ streaming game. As first reported in February, the company is shutting down its kid-focused streaming platform Noggin and laying off its entire staff. Few details were available about the move to sunset Noggin at the time, but now Viacom is providing more information about when viewers can expect to see Noggin log off for the final time, allowing Paramount to focus its streaming efforts more on Paramount+.
Key Details:
- Noggin will shut down on July 2, and all billing will stop by May 30 at the latest.
- Many Noggin titles will continue to be available on Paramount+.
- Paramount is still working through merger talks with Skydance Media.
The Viacom website specifies that Noggin will shut down on July 2. Customers who are still subscribed to Noggin will no longer be billed after May 30. In its heyday, Noggin offered popular kids shows like “SpongeBob SquarePants,” “Paw Patrol,” and more completely ad-free for $7.99 per month.
The shutdown of Noggin does not mean that Paramount will no longer offer streaming content for kids. Its service Paramount+ has a host of child-focused titles available, including favorites from Nickelodeon, originals like the new Sonic the Hedgehog spin-off series “Knuckles,” and much more. Parents can even set up kid-specific profiles that ensure that no age-restricted content is offered to their children while they’re watching.
Is Noggin Shutting Down to Hasten Paramount Sale Process?
Paramount Global has spent months evaluating all of its assets as it attempts to determine the best path forward with a merger or acquisition seeming inevitable at this point. Current controlling shareholder Shari Redstone wants to move on from Paramount, and thus far, the company has most earnestly pursued a deal with David Ellison and Skydance Media.
Paramount first entered into a 30-day exclusive negotiating window with Skydance on April 3, and earlier this week Skydance made an offer characterized as its “best and last” to the Paramount board. Apollo Global Management has teamed with Sony to prepare a $26 billion bid for the company if the Skydance deal falls through.
Paramount likely decided to follow through on shutting down Noggin in order to remove as many unnecessary items from its balance sheet to make the sales process easier. The company has also made multiple attempts to sell its subsidiary BET Media Group; though nothing came of those efforts as Paramount’s asking price was never met by prospective buyers.
Whatever the ultimate motivation behind the sunsetting of Noggin, viewers only have a few short weeks left to enjoy the streamer. Much of its content is still to be found on Paramount+, but Noggin itself will wink out of existence as of July 2, 2024.
Paramount Plus
Paramount+ is a subscription video streaming service that includes on-demand access to 40,000+ TV show episodes from BET, CBS, Comedy Central, MTV, Nickelodeon, Nick Jr. and more. Get free access with a Walmart+ subscription.
Paramount+ includes “1883,” “Tulsa King,” “Star Trek: Discovery,” “SpongeBob SquarePants,” and “PAW Patrol.” Subscribers can watch the NFL, college football, The Masters, college basketball, UEFA Champions League, UEFA Europa, Serie A, and NWSL. The service also offers the option to watch your live CBS affiliate. The upgraded ad-free package includes premium movies and shows from Showtime.