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ViacomCBS Considering Rebrand of CBS All Access to Paramount+

Fern Siegel

ViacomCBS, which owns Paramount film studios, CBS and MTV, is planning to rebrand CBS All Access next year.

According to a report in the Financial Times, one of the leading candidates for the rebranded name is Paramount+ to better compete with Disney+, Netflix and HBO Max.

Since the merger of Viacom and CBS last year, streaming has become a key part of the company’s growth. In fact, the merger was seen as an essential tactic to challenge rivals.

Part of redefining the company is renaming it. In a short-list of possible names, sources tell FT, Paramount+ is the popular choice. It is rumored ViacomCBS has also considered using the Viacom or Pluto TV brands as part of the relaunched service.

CBS All Access has tapped Droga5 New York to rebrand the platform.

A ViacomCBS spokesperson said: “We are currently going through a thoughtful branding process that will reflect the expansion and relaunch of the service. Both existing and new original brands are under consideration.”

ViacomCBS’ relaunch of CBS All Access is already underway. Earlier this month, the company added 70 shows with more than 3,500 episodes to the streaming platform. BET’s “Real Husbands of Hollywood,” MTV’s “Laguna Beach,” Nickelodeon’s “SpongeBob SquarePants” and Comedy Central’s “Chappelle’s Show” are available today and more shows are expected to rollout over the next six months.

The company reported 16 million streaming subscribers across Showtime and CBS All Access in August. (Disney+ had 60.5 million; Netflix claimed 193 million in June.)