Objective

Paramount launched the streaming service Paramount+ in March 2020. The company needed to introduce the service to its B2B trade audience, which includes investors, advertisers, marketers, and potential employees. The key aspects of the B2B messaging that were necessary to communicate included Paramount+’s brand identity and content, and how it fits into the company's overall streaming strategy (that also includes Pluto TV and SHOWTIME®).

Strategy

We created a social video series, designed to spotlight the executives leading the charge on Paramount+ and Paramount's streaming strategy. Interviewed by Paramount's own Dometi Pongo (MTV News, MTV’s True Crime), each executive highlighted our streaming success from a different vantage point. They were able to communicate our competitive advantage, our international expansion, and the development of our content pipeline with authority and personality. They even revealed a behind-the-scenes look at that momentous Super Bowl commercial and gave context to the premiere of Paw Patrol: The Movie both in theaters and on Paramount+. Our interview subjects have included: Bob Bakish, President and CEO of Paramount; Naveen Chopra, CFO of Paramount, Tom Ryan, President and CEO of Streaming, Paramount; David Nevins, Chairman and CEO, SHOWTIME Networks & CCO, Scripted Originals, Paramount+; Jeff Gerttula, EVP & GM, CBS Sports Digital; and more.
Streaming On: Brian Robbins Streaming On: Brian Robbins
1831ADB2-B86C-415E-BB08-FF214898A018 Streaming On: Brian Robbins

Streaming On: Kelly Day Streaming On: Kelly Day
1831ADB2-B86C-415E-BB08-FF214898A018 Streaming On: Kelly Day

Streaming On: Bob Bakish Streaming On: Bob Bakish
1831ADB2-B86C-415E-BB08-FF214898A018 Streaming On: Bob Bakish
B871EE66-5E04-4262-AEC6-29CB86971C00 WATCH THE FULL SERIES

OUR
STREAMING FUTURE

The future of streaming is going to look in some ways like traditional TV. You're going to have a free lane, a broad pay lane, and a premium lane. ViacomCBS is the only company with significant services in each of those lanes, which positions us extremely well.”

Tom Ryan
President & CEO, Streaming, Paramount

B871EE66-5E04-4262-AEC6-29CB86971C00 Watch the full video on our Newsroom
tom ryan
Impact

Streaming On was published across then-@ViacomCBS and current @Paramount social handles—including Instagram, Twitter, Facebook, and LinkedIn—as well as on our corporate Newsroom. Our first season ran from February to July 2021 and season two kicked off in August 2021. From launch through October 2021, we published 10 episodes that garnered 9.8M organic and paid social impressions and nearly 65K social engagements. The series continues to reinforce our position in the streaming landscape and media industry.