Paramount+ Launch Date: CBS All Access Officially Rebranding

Lawrence Kim
January 19, 2021

ViacomCBS announced that Paramount+ will make its debut in the USA and Latin America on March 4, 2021.

Following the service's initial roll-out, it will be expanded to Canada on the same date, the Nordics (Europe) on March 25th, and Australia by mid-2021.

ViacomCBS, led by Chief Executive Bob Bakish, said it would give a presentation on its streaming strategy February 24 when it also announces fourth-quarter earnings.

The company in September announced it would rename CBS All Access as Paramount+ in early 2021, but had not specified a premiere date.

As of the end of March, CBS All Access and Showtime together had 13.5 million subscribers, which was a 50% increase from the same quarter past year, with general streaming revenue also rising 50% in the quarter to $471 million, estimated to stem from more viewers quarantining and looking for a variety of programming.

One of the more alluring points of the new service is the fact that it's getting additional content.

The rebranding effort comes as the NY media giant faces an increasingly harsh competitive landscape of streaming services, including Netflix, Amazon Prime Video, Apple TV+, Walt Disney Co.'s Disney+, AT&T's HBO Max and Comcast Corp.'s Peacock. The company delivers the largest share of the US television audience and boasts one of the industry's most important and extensive libraries of TV and film titles. Paramount certainly has more name recognition internationally where the label has been used on more products (Paramount Plus already existed in some capacity in parts of Europe), but Paramount in 2021 isn't exactly Disney or Warner Bros. This has me wondering if ViacomCBS will be looking to use Paramount+ as a potential path to release their upcoming movies as long as movie theaters aren't running at full capacity. But perhaps the likes of big family movies such as Clifford the Big Red Dog or Rumble could go that route.

However, Paramount knew this streaming relaunch was coming in March, and they still sold The Tomorrow War to Amazon Prime. Paramount Plus can be an all-in-one on-demand service that additionally presents subscribers native associates' community programming and dwell sports activities, such because the NFL. Pictures and HBO Max are embarking upon this year. To enjoy the content ad-free, you'll have to pay $9.99 a month.

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