The Power of ‘Paw Patrol’: Kids and Family Content Drives Paramount Plus Subscriber Growth

Paramount Plus is playing well with pint-size viewers as “Paw Patrol: The Movie” and other kids and family content was the biggest driver of growth and engagement in third quarter for ViacomCBS’ streaming platform.

Bob Bakish, ViacomCBS president-CEO, talked up the higher levels of activity on Paramount Plus as well as the long-term vision for Paramount Pictures and ViacomCBS’ increasing investment in Spanish-language TV production on Thursday morning during the company’s quarterly earnings call. He also briefly addressed the anti-trust lawsuit filed by the Justice Department on Tuesday to block ViacomCBS’ $2.1 billion sale of publisher Simon & Schuster to Penguin Random House.

“We think the DOJ’s claims are without merit,” Bakish said.

More than half of Paramount Plus’ subscriber base watched some streaming content from Nickelodeon on the platform during the quarter, a strong sign of uptake since ViacomCBS rebranded and expanded the former CBS All Access service in March. Bakish cited “SpongeBob SquarePants,” “Paw Patrol” and “iCarly” as among the top series with children and young adults. “A Quiet Place II,” which landed on Paramount Plus after a 45-day theatrical window, was also a standout for the streamer.

Bakish pointed to this week’s announcement of a “Paw Patrol” movie sequel and another series in development at Nickelodeon as a sign of “ViacomCBS franchise management ratcheting up to the next level.” The distribution pact that ViacomCBS unveiled Thursday morning for Paramount Plus with wireless provider T Mobile will also go a long way to driving subscription growth and basic awareness.

“The most important thing for Paramount plus now is exposing consumers to the offering, especially as we ramp up content,” Bakish said.

(Pictured: “Paw Patrol: The Movie”)

More to come

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