A Rebrand is in the Works for Paramount Global It

 

A Rebrand is in the Works for Paramount Global



It’s no secret that much of the growth in the streaming industry over the last year and a half has been driven by global-focused policies rather than the domestic market.


With Paramount in the midst of a massive shakeup to their business, the news that a rebrand, as well as a shift in focus, for the Paramount international studios business is coming is no surprise.


But what does the future hold for the changed service? Blake & Wang P.A entertainment attorney, Brandon Blake, breaks down what we know.

Global Mindset, Local Execution

High-end scripted content in a wealth of languages, created to drive growth for Paramount+, seems to be the name of the game for the refreshed face of Paramount Global.


Replacing the ViacomCBS International Studio brand, Paramount’s business outside the US will now operate as Paramount Television International Studios, or PTIS. And they’re not shy about the intention to drive acquisitions and engagement for their streaming platform with it, either.


                                                       Brandon Blake

Refocused International Productions

This isn’t the first rumble in the Paramount international jungle we’ve seen this year. The swing to higher-end and scripted content has been something of a 2023 theme for them, including shutdowns on some of their unscripted international work.


It seems Paramount are finally in the mood to consolidate their varying studio and streaming arms into a more cohesively operating whole. A smart move given the current streaming climate! In a globalized marketplace, moving away from the idea of streaming as a place to put your American-focused exports makes sense. 


The (admittedly few) strong performances we’ve seen in streaming over the last year suggest that uniting global content on a central platform is the best path forward for streaming growth. Audiences want strong local content made with the same care as anchor franchises, not as afterthoughts, and it can be a big value driver when deciding among subscription options.


Paramount is well placed to capitalize on that, with 20 creative hubs across all continents to make production and acquisition easier. On the content deals side, Paramount Global Content Distribution will be responsible for licensing programming from the new entity in markets where Paramount+ has not yet launched.


Could this be the push forward Paramount has been waiting for to become a true streaming player? It certainly seems like a move in the right direction.


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