3 new things in TV: Super Bowl, Paramount, and streaming

1. What the Super Bowl's high ratings mean for advertisers

The news: Super Bowl LVI was the most-watched Super Bowl in the last five years, marking a return to pre-pandemic normals and reinforcing the event’s place as a one-of-a-kind opportunity for advertisers and broadcasters.

Looking forward: The worlds of sports viewership and TV advertising are in flux, but the Super Bowl remains a key event for both broadcasters and advertisers, who are slowly gaining access to the tools needed to accurately measure impact across viewing channels.

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2. ViacomCBS becomes Paramount, Paramount pushes Paramount+

The news: ViacomCBS is no more—the media company will rebrand under the name Paramount to reflect its goal of becoming a major streaming player following strong revenue growth, per The Verge. The company will also make its flagship streaming brand, Paramount+, the home of all its theatrical releases beginning in 2024.

A streaming dark horse? Paramount+ frequently flies under the radar compared with competitors like Netflix, but it and Paramount’s other major streaming brands, Pluto TV and Showtime, have grown steadily as they invest in original content.

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3. The streamer's gambit: Which streaming service boasts the best original content?

Netflix is the top US streaming service when it comes to original content, with 38% of the country’s adults agreeing the platform offers the best selection of original shows and movies. Amazon Prime Video comes in second, trailing by a sizable margin with 11%, while Hulu and HBO Max rank third and fourth.

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