We’ve known for a few months that CBS All Access is planning a major rebranding as Paramount+ this year, and more details have just emerged. The new service will launch – or should that be re-launch – in March, and will be the new digital home of Star Trek in the United States. Paramount+ is also going international, with launches planned for Latin America, Canada, Australia, and Scandinavian countries all before the summer of 2021.
Paramount+ was made possible by the coming together of the two halves of ViacomCBS in 2019, and in addition to content from American network CBS, the streaming platform will offer shows and films from Nickelodeon (where Star Trek: Prodigy will make its debut soon), MTV, Comedy Central, Paramount Network, and most significantly, films released under the Paramount Pictures brand.
Licensing rights are complicated, though, and with many shows and films contracted to Netflix, Amazon Prime Video, etc. it seems likely that Paramount+ won’t have everything in its library immediately available in every country and territory. Star Trek: Discovery, for example, looks set to remain on Netflix outside of the United States – even in countries where Paramount+ will operate – at least in the short-to-medium term.
There was no mention of a UK launch for this new service, which from a personal point of view is a bit of a double-edged sword! On the one hand I’m disappointed that we aren’t being prioritised by ViacomCBS for this new service, but on the other hand I’m already subscribed to Netflix and Amazon Prime Video for my Star Trek shows (as well as Disney+) and I don’t exactly relish adding a new streaming platform to my monthly bills!
And that encapsulates the challenge facing Paramount+. Since CBS All Access launched in the United States in 2017, most people I’ve spoken to or heard from either aren’t subscribed at all or only subscribe for a few weeks to see whichever show they’re interested in, then cancel their subscription when the season ends. Netflix offers a huge library of content such that many people are content to have a year-round subscription – will that be true of Paramount+?
The name Paramount carries a certain gravitas, far more so internationally than CBS, which as an American network is not particularly well-known overseas. The addition of shows from the likes of Nickelodeon, Comedy Central, MTV, etc. as well as Paramount’s extensive back catalogue of films does make it seem like an appealing package – but is that good enough?
There are a lot of streaming platforms competing for attention in the current market, so much so that we’re in an era dubbed the “streaming wars.” People who cut the cord and stopped paying for cable or satellite television did so to save money first and foremost, as well as to watch what they wanted on their own schedule. Expecting viewers to pick up half a dozen or more subscriptions pushes them back into cable television-scale costs, and for many it just won’t be worth it to pick up a second-tier service like Paramount+, especially if they already have Netflix or one of the bigger services.
However, ViacomCBS is clearly going all-in with Paramount+, and a wider international rollout looks likely, as well as taking back shows and films that are currently available elsewhere. As Paramount+ grows its library of content, both with new shows and films and by returning its older content to the platform when contracts and licenses lapse, it has the potential to be a pretty big and interesting service – certainly bigger than the likes of Apple TV+, which has to rely entirely on brand-new programming due to having no back catalogue.
Decades worth of films and television shows broadcast across multiple channels could be Paramount+’s ace in the hole. There’s a trend for nostalgia and returning to classics of the past – which is a big part of why Star Trek is back in the 2020s – so with that in mind, many people will be at least a little interested to see what else Paramount+ has to offer.
Paramount+ will need a well-designed user interface and a decent marketing push, but I feel the name, branding, and greater library of content are all appealing and will bring in an audience. It can take time for a streaming service to both establish itself and become profitable, so as long as ViacomCBS is willing to make the investment and give it time to pay off, hopefully the platform will at the very least become stable as time goes by.
The rebranding is a risk in a way, and its international rollout may mean in the longer term that some Trekkies who had access to Star Trek elsewhere may lose that access as rights and licenses change. But anyone who wants to watch the various upcoming Star Trek productions will know that Paramount+ is the place to do so, and I guess that’s a good thing.
If Paramount+ were coming to the UK I would sign up, and although it will be an expense it’s one I’m happy to absorb if it means more Star Trek! The business people who own and operate the Star Trek brand decided years ago that pushing their own streaming service was the way to go, and while we can debate the merits of that versus the option of just producing shows and selling them to the likes of Netflix, it has resulted in the broadest and most varied lineup of Star Trek productions ever – something I do appreciate.
So I wish Paramount+ well. Hopefully it will be the home to Star Trek productions new and old for a long time to come, and the catalyst for continuing to expand the final frontier into new live-action shows, animated series, miniseries, and feature films. Please bring Paramount+ to the UK soon… and while you’re at it, this is a great excuse to finally remaster Deep Space Nine and Voyager – doing so would surely bring in viewers who loved those shows during their original runs.
Paramount+ will launch in the United States on the 4th of March 2021. Launches in other countries and territories are already planned for early- and mid-2021. The service will be the new digital home of Star Trek. Paramount+, the Paramount logo, and all titles mentioned above are the copyright of ViacomCBS. This article contains the thoughts and opinions of one person only and is not intended to cause any offence.