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Current G4 logo

G4 (also known as NickG4) is a American adult-oriented nighttime programming block of the basic cable network Nickelodeon that is programmed by its in-house production studio, Williams Street. Marketed as a separate network for ratings purposes, G4 broadcasts from 9 p.m. to 6 a.m. ET/PT.

The block launched on September 28, 2022, as the merger between two programming blocks which also targeted a teenage/adult audience: TeenNick and The N. G4 serves as the nighttime identity of Nickelodeon, and it was established as alternative programming during late night hours when Nickelodeon’s primary target audience would normally be sleeping. By 2025, G4 would be granted its own separate rating reports from Nickelodeon due to it targeting a different audience.

The block features stylistically varied animated and live-action shows, including original programming, syndicated series, anime, original video animations, short films with generally minimal or no editing for content, and content focusing on video games and gaming culture.

G4 has frequently aired adult animation features, mockumentaries, sketch comedy, and pilots. The block's shows are known for their sexual themes, frank sexual discussion, nudity, strong language, and graphic violence. Many of its programs are aesthetically experimental, transgressive, improvised, and surrealist in nature. Adult Swim has contracted with various studios known for their productions in absurd and shock comedy.

As with Nickelodeon, G4’s reach through various services totals 87 million American households as of November 2026.

History

Launch

First G4 logo

The first G4 logo, used from September 2022 to January 2023

G4 was launched on September 28, 2022. The initial concept was to create a service similar to rival Adult Swim but "geared more toward MTV's demographics" (teens/young adults). The block was launched with a nonstop Pong marathon for a whole week.

G4 was created and originally led by Charles Hirschhorn, a former president of Walt Disney Television and Television Animation. He expected video game creators themselves to eventually produce programming for the channel. He envisioned that G4 could follow in the footsteps of MTV, which provided music video producers with a venue for non-traditional television programming. Hirschhorn intended G4 to become a vehicle for unconventional advertising. In 2023, G4 offered advertisers wide latitude to place their products on G4's programs, and even allowed their commercials to appear as if they were a part of the program. G4 offered what was called a "2 minute unit", which was an advertising package played as if it were part of a G4 program that was long enough to run an entire movie trailer.

Merger with NickToonite


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