Paramount Hypes Shopper Knowledge To Dispel Doubts About Its Streaming Future


Paramount is defending its stake within the streaming wars – as a result of skepticism is swirling.

Warner Bros. Discovery reportedly halted talks this week to merge with Paramount over the latter’s shares buying and selling close to a 52-week low, triggered partially by double-digit drops in linear advert income. Comcast is demurring, too: hypothesis that Peacock and Paramount+ may merge hasn’t amounted to a lot.

However throughout its This fall earnings name on Wednesday, Paramount touted its tailwinds, together with a brand new partnership with Walmart that offers it entry to the retailer’s shopper information.

“No matter present market sentiment, we’re satisfied our [company] represents a big worth creation alternative,” CEO Bob Bakish instructed shareholders.

To Paramount’s credit score, its streaming income is up 14% YOY, whereas income attributable to simply Paramount+ grew 69% over the identical time-frame.

Paramount+ additionally gained 4.1 million subscribers final quarter, bringing its whole to 67.5 million. The corporate credit subscriber development mixed with advert income for elevating the typical income per Paramount+ person by 31% YOY.

Now, Bakish mentioned, Paramount stays “laser-focused” on advert monetization to make Paramount+ worthwhile within the US by 2025.

Needed: Walmart

Paramount spent lots of time on its earnings name highlighting the brand new partnership with Walmart, and for good motive. Related TV advertisers are clamoring for proof of efficiency.

Bakish mentioned Paramount is now partnering with Walmart’s adverts enterprise, Walmart Join, to mix shopper information with its personal viewers information already obtainable for advert concentrating on by way of EyeQ, Paramount’s CTV advert shopping for platform that consolidates Paramount+ and Pluto TV stock.

The early outcomes of this partnership reveal that combining viewing information with retailer information “considerably enhances advert effectiveness,” Bakish mentioned.


AdExchanger Each day

Get our editors’ roundup delivered to your inbox each weekday.

Paramount expects that including extra retail information to its advert providing will assist appeal to efficiency advertisers who anticipate attribution from their digital advert buys. In contrast to linear, Bakish mentioned, CTV is greater than merely an “consciousness generator.”

It’s attainable that Walmart will quickly have much more information to supply Paramount concerning the impression of CTV adverts on retailer purchases if its deliberate acquisition of Vizio makes it previous regulators.

And this isn’t Paramount’s first collab with Walmart. The 2 partnered in 2022 to supply ad-supported Paramount+ subscriptions to Walmart+ members.

This preexisting deal has additionally been contributing to Paramount’s subscriber development, as have its different distribution-oriented partnerships, together with making Paramount+ obtainable to Delta fliers who enroll to make use of the airline’s Wi-Fi.

However this expanded relationship with Walmart ought to assist Paramount develop streaming advert income, which, in its view, is a “extra vital metric” than subs, mentioned Paramount CFO Naveen Chopra.

Brandishing the bundle

Walmart apart, Paramount says its personal content material bundling can be serving to generate sign-ups and, in flip, extra advertisers.

Customers like content material bundles as a result of they’ll discover extra of the titles they like in a single place, which lowers subscriber churn.

Paramount+ with Showtime, the rebrand of Paramount’s ad-free tier introduced final 12 months that features content material from the Showtime community, is one contributor to Paramount’s general larger viewer engagement and retention.

Subscribers spent 40% extra hours streaming Paramount content material final 12 months in comparison with 2022, Bakish mentioned.

The flexibility to extend viewing hours whereas decreasing churn is a draw for advertisers.

Bakish additionally talked about Paramount’s inclusion in Spectrum TV cable bundles as one other contributor to subscriber development. And it’s attainable Paramount will proceed to strike bundle offers with different pay TV suppliers, a plan it alluded to throughout its Q3 earnings name.

“We’re large believers in bundling,” Bakish instructed traders on Wednesday. “It’s a tried-and-true methodology of worth creation in media.”

Defensive blitz

However wait, what about sports activities?

Paramount additionally expects sports activities to spice up retention and herald new advertisers as a result of it has a long-tail impact on viewer engagement. Followers who join Paramount+ to entry sports activities content material truly spend 90% of their viewing time watching content material aside from sports activities, Bakish mentioned.

Combining sports activities and non-sports programming inside a single platform is one motive why Paramount claims it’ll be capable of compete for sports activities followers in opposition to the brand new three way partnership shaped by its opponents earlier this month: WBD, Disney and FOX.

Finally, Chopra mentioned, Paramount’s “path to profitability” shall be in its means to lift ARPU by growing engagement.

So, are traders shopping for into Paramount’s protection play?

Presumably. Shares dropped roughly 2% main as much as the earnings name, however rose once more throughout after-hours buying and selling on Wednesday, returning to the day’s excessive of $11.35 by the point the decision wrapped.


Please enter your comment!
Please enter your name here