ViacomCBS reported its earnings last week and surprised the entertainment industry and Wall Street with the news that the media conglomerate is rebranding as Paramount, a move that both acknowledges the history and name recognition of the brand, but also emphasizes the importance of streaming to the company’s future.
Parrot Analytics measured a strong demand for the conglomerate’s overall catalog, rising demand for both original and on-platform content for Paramount+, but also missed opportunities to leverage its most beloved content for streaming dominance. With the company’s streaming ambitions in mind, here we look at where the company currently stands and what it will take to level up its streaming game.
ViacomCBS is a content powerhouse. In the U.S. in 2021, Paramount series had 13.4% of the total demand for its original series, second only to Disney with 20.1%. This also puts it ahead of fellow legacy media brands WarnerMedia (11.9%) and NBCUniversal (10.8%) for the year.
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