Paramount’s streaming strategy is still emerging from the complex legacy of the deal that created it. The recombination of Viacom and CBS gave the new company a direct-to-consumer service in CBS All Access — now Paramount+ — and the Paramount Pictures, MTV, Nickeloden and Showtime libraries. Using all that content, though, was complicated by Viacom’s prior “arms dealer” strategy, where it licensed shows to other media companies’ streaming services.
As a result, Paramount has a number of shows with strong demand, according to Parrot Analytics‘ data, which takes into account consumer research, streaming, downloads and social media, among other engagement. But its top three shows, “South Park,” “The Big Bang Theory” and “Yellowstone,” live on other streaming networks.
