The Paramount+ platform is going to be rebuilt in an attempt to increase profitability and viewer engagement. This follows the confirmation of a merger between Paramount Global and Skydance Media, which will result in the launch a ‘New Paramount’ company that’s led by David Ellison (CEO) and Jeff Shell (President).
While details on the new platform are still limited, some information was provided earlier today during a conference call with investors. For example, the rebuilt platform will make use of an improved algorithmic recommendation engine to reduce churn and increase time spent on the platform.
The greater use of technology appears to be a major part of the rebuild and a direct way to increase viewer engagement and improve the user experience. In particular, a greater use of artificial intelligence. In addition to likely powering the improved recommendation algorithm, AI is also expected to be used to enhance creativity and productivity in general, while also lowering costs.
Another element of the rebuild will see a greater use of ad optimization in the future. Again, details are limited on how this will ultimately work, and what it means for the user ad experience, but the improved ad tech is expected to increase audience reach and measurement at the very least.
Overall, today’s conference call seemed to make abundantly clear that Paramount+ will continue to operate following the merger. Exactly what the streaming service will look like in the future remains less clear, but users presumably won’t have to worry about Paramount+ closing down anytime soon.
Leave a Reply