Monday, March 04, 2024

Noggin Set to Shutter As Paramount Lays Off Service's Entire Team

A popular destination for Nickelodeon hits, licensed content and 1,000-plus interactive videos/games, the app will be phased out soon and its programming shifted to Paramount+.


Paramount Global is shutting down Nickelodeon’s subscription-based Noggin app and has laid off its entire team, Kidscreen is reporting. 

The SVOD service for two- to seven-year-olds had 2.5 million global subscribers in 2019 (four years after launch) and houses more than 1,000 educational games, videos and books in its library, some of which will soon be homeless. One of the app’s most recent launches that rolled out in December is Nogginville, an immersive digital world where kids can visit iconic locations from the broader Nickelodeon universe and play mini-games. 

Noggin also features Nick Jr. preschool juggernauts such as Blue’s Clues and Dora the Explorer, as well as third-party acquisitions like JoJo and Gran Gran (BBC Studios Kids & Family, A Productions) and Little Bear (Nelvana). This long- and short-form video programming will be shifted over to Paramount+ under the Nick Jr. banner.

Noggin will wind down sometime in 2024, with the exact date still to be determined. Noggin will no longer be taking new subscribers, and there will be a transition period for current subscribers.

The news is surprising, as Paramount had previously said that they were keen to keep Noggin open as it offers interactive elements that Paramount+ doesn't offer.

The news also comes as Paramount shuttered most of its OTT apps, including the Nick App and Nick Jr. App last month.

Paramount Global is in the midst of laying off 800 employees (representing about 3% of its workforce) just days after CBS scored a huge ratings success with Super Bowl LVIII, which was watched by around 123 million people across all platforms. 

Despite eliminating the Noggin team, kids and family programming is an important genre and a key piece of the company’s streaming strategy that drives subscriptions, consumption and repeat viewing, according to a Paramount spokesperson. In fact, Nickelodeon’s content for these audiences is consistently among the most watched and re-watched programming on Paramount+, says the source. 

Paramount is set to deliver its Q4 earnings report on February 28, but overall revenue for the third quarter was up by 3% to US$7.1 billion compared to the same period in 2022, despite Paramount+ losing US$238 million.

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Originally published: February 15, 2024 at 16:17 GMT.

Additional source: Variety.

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