Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Paramount considers folding Showtime into Paramount+

The news: There’s another streaming brand merger entering the mix. Paramount is considering shutting down Showtime’s standalone service and moving its content into Paramount+, per The Wall Street Journal.

A next step: Ever since its landmark merger with ViacomCBS, Paramount has slowly been moving to combine its streaming offerings under one umbrella.

  • Just last month, Paramount began streaming Showtime content on the Paramount+ app, and offered a bundle subscription with access to both services.
  • Its namesake streaming service was also at the heart of a recent deal with Walmart; in Walmart’s press release announcing the partnership, Showtime wasn’t mentioned once. Paramount+ will also become the home for all of Paramount’s theatrical releases beginning in 2024.
  • While Paramount doesn’t divulge subscriber numbers for Showtime, the Journal reports that subscriptions have tripled over the last three years. Paramount+, in the meantime, grew healthily to 63.7 million subscribers in Q2.

A solidified brand? The complicated sea of streaming competitors makes consolidating different streaming services a smart move, but Paramount runs the risk of diluting its own brand power.

  • On the one hand, consumers want fewer streaming services. Nearly two in three US consumers have or are likely to cancel streaming subscriptions over the next year, and over half of consumers want streaming service bundles.
  • But on the other hand, Showtime is a much stronger brand than Paramount+. In a January CivicScience survey on which streamer had the best catalog, Showtime ranked seventh with 2% of the vote. That may not be too impressive, but Paramount+ (which was relaunched in March 2021) didn’t land at all.
  • Paramount+ has few streaming originals driving viewership; its most notable are the teen sitcom reboot “iCarly” and an adaptation of the landmark video game series “Halo.” Showtime, meanwhile, has shows like the Emmy-nominated “Yellowjackets,” “Billions,” and several other hit shows.

The big takeaway: Paramount consolidating its streaming offerings can help it stand out in the crowd and make a strong value proposition to consumers, but shuttering the Showtime brand entirely could hurt more than it helps.

  • Paramount should also be careful not to stumble into the same pitfalls as Warner Bros. Discovery. The media giant’s recent removals of content from HBO Max and plans to merge the streaming service with Discovery Plus has users worried about irreparable changes to HBO’s reputation for highly curated, scripted content.

This article originally appeared in Insider Intelligence's Marketing & Advertising Briefing—a daily recap of top stories reshaping the advertising industry. Subscribe to have more hard-hitting takeaways delivered to your inbox daily.