Industry News

Paramount+ in close demand share race with HBO Max, Peacock

6 May, 2021

Paramount+ content (9%), including such original series as “Star Trek: Picard,” is in a close race with HBO Max (10%) and Peacock (8%) in demand share, according to year-to-date data from Parrot Analytics released as the streamer’s parent ViacomCBS reported financials.

Parrot’s proprietary metric called Demand Expressions measures demand for TV content in a given market through a wide variety of data sources, including video streaming, social media activity, photo sharing, blogging, commenting on fan and critic rating platforms, and downloading and streaming via peer-to-peer protocols and file sharing sites.

Rebranding to Paramount+ has not yet changed CBS All Access’ standing as a medium-sized player in the United States SVOD market, according to Parrot data. The rebrand to Paramount+ in March 2021 did grant a modest boost in demand to the platform, but the relative growth in other SVODs at the same time meant this held the demand share steady rather than leading to an increase in absolute terms.Paramount+ content (9%), including such original series as “Star Trek: Picard,” is in a close race with HBO Max (10%) and Peacock (8%) in demand share, according to year-to-date data from Parrot Analytics released as the streamer’s parent ViacomCBS reported financials.

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