Ah, Paramount+, the scrappy underdog of the streaming wars, is now waving the white flag—made entirely of commercials. At a star-studded (if you count the execs) upfront last year, the head honchos touted their shiny new ad tier like it was the second coming of infomercials. And guess what? The advertisers ate it up like it was free samples at Costco.
Marco Nobili, Paramount+’s EVP and international ringmaster, has been stoking the fires of ad mania, claiming there’s “pent-up demand” in the advertising circus. Really, Marco? Because last time I checked, the only thing pent-up were my viewers after a two-hour binge-watching session that felt more like a PowerPoint on why I should buy another smart fridge.
Now, don’t get me wrong. Paramount’s pitch is slicker than a greased-up exec sliding down the corporate ladder. They’ve got SVOD, BVOD, FAST, and probably a few other acronyms they made up to sound important. The market, even though not massive, is surprisingly voracious, gobbling up multiple streaming services like there’s no tomorrow.
Samsung’s adding fuel to the fire with research saying ad time on streaming is growing faster than my disbelief at these claims. Brands on these platforms are “five times more modern,” which is great news if you’re selling hoverboards or time machines, I guess. And Magnite’s study? It’s all rainbows and sunshine there too. People trust ads! They love ads! They want more ads! So much so that Paramount’s new ad-supported tier might just be the cheapest therapist in town, making everyone feel modern, innovative, and incredibly patient as they sit through yet another block of commercials.
But the real showstopper? Over half of those not yet streaming are tempted by ads if it means a cheaper bill. The ad-lovers, already sold on the ad buffet, are tuning in for hours, their devotion to the altar of commercials unwavering. And those purchases? They’re just a click away after that persuasive little ad works its magic across multiple devices.
With the cost of living soaring like my hopes when a new season drops, Paramount’s timing might just be perfect. According to Nobili, this is their moment to shine, a unique position to sprinkle their ad magic across the digital landscape, bolstering their offerings like a chef who’s just found truffles in the pantry.
Shari Redstone, head of this media circus, might be closer than ever to selling her stakes with talks of exclusive negotiations in the air. The plot thickens, with potential buyers circling like sharks around a sinking ship, or in this case, a floating ad platform.
Will Paramount’s ad-strewn path lead them to the promised land of profitability? Or is it just another rerun of the same old reality show where the twist is everyone sees more ads? Stay tuned—or don’t, if you’ve had enough of commercials.
