CBS All Access is set to become Paramount Plus next year as branding is tough


Disney has Disney Plus, Apple has Apple TV Plus, and now ViacomCBS is going to have Paramount Plus.

ViacomCBS announced that it would rename its CBS All Access streaming service in early 2021 for Paramount Plus. As part of the rebrand, Paramount Plus will also receive five new original series from various verticals at the company, including Paramount, CBS, MTV, and more. BET. Contains some new titles Proposal, A 10-episode short-story screenplay about the making of Francis Ford Coppola Saint, A new iteration of MTV behind the Music, And revival of sport. In addition to the new series orders announced today, ViacomCBS plans to bring over 30,000 additional episodes and movies from its various content houses to the streaming service.

Now, the obvious question here is why is Paramount Plus? Paramount is a renowned film studio, but it does not carry the same weight and affinity among Disney’s mass consumers. Also, Paramount doesn’t exactly shout “to the younger generation” the way ViacomCBS officials allegedly want. The entire reason for the name change is reportedly because officials thought the CBS label would not bring in new young customers. They are probably not wrong!

There are some reasons why I get Paramount Plus. If we look at ViacomCBS brands, there are far more consumer-friendly names, such as Nickelodeon, Showtime, Beta and even MTV. But Showtime already has a streaming service, and therefore BET. Nickelodeon and MTV are cute, but they also risk alienating a whole swat of potential customers who can watch Nickelodeon and think that “kids are programming” or MTV and “reality TV shows” or “content I don’t want me to pay $ 10 per month. ” . “If Viacom C.B.S. Wants To use one of its staples in the name, Paramount is recognizable, more accessible, and perhaps the best option. It is not mentioned that Paramount Plus is the name of the streaming service in parts of Europe.

Except, I would argue that ViacomCBS does not need a brand with its own name. Again, Paramount Disney is not in 2020. It is not HBO or Warner Bros. Why not leave CBS to All Access and rebrand it as All Access? Reminds me of the switch when Viacom bought Paramount in 1994 and decided to rename Simon & Schuster’s iconic book publishing house to Paramount Publishing, only to change it back a few months later.

It would be a matter if the name Paramount was going to sign up to drive crowds of people because Paramount is synonymous with big franchises in 2020. Franchises such as Marvel, Pixar and Lucasfilm are synonymous with Disney as well as Disney’s live-action and animated films. ), So Disney Plus works. How many people are going to hang out, “Oh well, the studio that I watch closely Impossible Goal, Transformer, And Sonic the Hedgehog Movies.”

Look, branding is difficult (see anything related to this) Microsoft’s upcoming Xbox launch). I am not trying to say that it is easy to come up with an ideal name. This is why there are so many pluses and maxes in our streaming world. Who knows, perhaps people have a huge affinity for Paramount overseas, where ViacomCBS wants to expand its service. It makes me appreciate when a peacock rolls around, though – a streaming service relying on a ton of different NBCuniversal brands that probably don’t stand out enough on their own, so use a new name attached to the network instead is done.

Anyway, there is a long way to say it all: Your CBS All Access streaming service will become Paramount Plus in 2021.