Paramount+ launches in the UK: boldly going where no AVOD platform has gone before?

As yet another ad-funded TV streaming rival bids to be Top Gun in the UK, will competition and a cost-of living crisis accelerate Netflix’ AVOD ambitions?

Paramount+ launches in the UK: Boldly going where no AVOD platform has gone before?

Paramount Plus has launched in the UK after its initial launch in the US in May.

In a bid to lure viewers to sign up (or switch subscriptions) to yet another  streaming service, the platform has a strong roster of launch series, including the Top Gun sequel, Maverick, which will eventually land on Paramount Plus in the UK after its exclusive theatrical run.

Existing Sky Cinema customers on Sky platforms can access Paramount Plus at no additional cost, which is a huge incentive to sign up.

In addition, Paramount Plus is home to franchises such as the Star Trek universe, Taylor Sheridan’s hit series Yellowstone, and family-friendly franchises such as Rugrats, SpongeBob SquarePants and PAW Patrol.

Like Netflix and Disney Plus, Paramount is also investing in Paramount originals. These titles include sci-fi hits Star Trek: Strange New Worlds, The First Lady, The Man Who Fell to Earth and live-action series Halo.

Ad-supported model a threat to Netflix?

In the US, the platform has already rolled out its hybrid ad-supported version at $4.99 per month for those consumers who don’t want to spend $9.99 for the commercial-free plan. 

The ad-supported plan includes access to live sports, including CBS-broadcast NFL games, the UEFA Champions League and the Europa Leagues, in addition to 30,000 episodes, movies, Paramount Plus originals and 24/7 news access via CBSN. 

“Advertise against a highly premium array of content using the most effective medium” 

Patrick Morell, Director of Partnerships at The Trade Desk commented on what the news means for the wider industry and what the future holds for streaming services. 

“The highly anticipated arrival of Paramount+ to British screens is finally here. However, it is arriving at a tricky time: household budgets are tightening, putting further pressure on an industry that can no longer rely solely on subscriptions,” Morell said. “And amidst this backdrop of spiking inflation, creating content is more expensive than ever. 

“So, with another platform entering a growing market, streaming players must accept that the future of their industry is dependent on choice. And that means taking a hybrid approach - where consumers can choose between a subscription or ad-funded options. 

“Paramount+ already offers an AVoD (advertising funded video on demand) option to its customers in other markets, so there are promising signs on the horizon for advertisers in the UK, who would be able to advertise against a highly premium array of content using the most effective medium. 

“To ensure their future success, streaming platforms need to work closely with advertisers to optimise the future advertising experience and ensure viewers are seeing the most engaging and relevant ads in what is an increasingly competitive landscape.”  

 

 


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