Paramount Closing Down Noggin

Noggin, Paramount Global’s subscription preschool edutainment service, is being shut down.

Noggin will no longer be taking new subscribers, but there will be a transition period for current subscribers. Paramount+ will include Noggin’s video content under the Nick Jr. brand instead.

Earlier this week, Paramount announced layoffs of some 800 employees; it is said that all of the Noggin staff department is included in the cuts.

Noggin targets kids aged 2 to 7 and features the likes of PAW Patrol and Peppa Pig, as well as educational games.

Despite the closure of Noggin, a spokesperson for Paramount said, “Kids and family continues to be an important genre for us and a key piece of our streaming strategy—a great mechanism for subs, consumption and high repeat viewing audience.”

They also pointed out that “Nickelodeon’s kids and family content consistently ranks among the most watched and re-watched programming on Paramount+, which is why fueling this genre remains a priority for the service as we double down on super-serving the total household.”