Observed Signal · Feb 25, 2026 · Rebrand · Source: State of Streaming · Impact: 2/5 · Sentiment: Neutral
Paramount+ Drops 'Showtime' From Top Tier Name
Paramount Global has renamed its top-tier streaming plan from “Paramount+ with Showtime” to “Paramount+ Premium” to simplify the service’s branding. The change does not affect price (remains $13/month) or content access: ad-free Premium subscribers retain the full Showtime library, including series such as Yellowjackets and Dexter. The rebrand follows the 2023 integration of Showtime into Paramount+ and the shutdown of the standalone Showtime app. While the Showtime name will persist on its linear cable channel, Paramount is using different tier strategies internationally, rolling out Premium and ad-supported plans in markets including Germany, Switzerland and Austria. The move contrasts with rivals like Warner Bros. Discovery, which recently restored the HBO name to its streamer.
A corporate branding change for a major streaming platform that affects product naming and tiering; modest implications for marketing, subscriber messaging and international packaging but no immediate technical or ad-monetization policy changes.
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Key Takeaways & Evidence Grounding
- Paramount Global renamed the top-tier plan from "Paramount+ with Showtime" to "Paramount+ Premium".
- The price for the ad-free Premium plan remains $13 per month.
- Ad-free Premium subscribers will continue to have access to the full Showtime library, including Yellowjackets and Dexter.
- The rebranding follows the 2023 merger of Showtime into Paramount+ and the shutdown of the standalone Showtime app.
- Paramount will roll out new multi-tier subscription plans (including Premium and ad-supported options) in Germany, Switzerland, and Austria.
Connected Companies & Entities
3 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Paramount Drops 'with Showtime' Brand, Emphasizes IP
Paramount removed the “with Showtime” sub-brand from its premium tier, a change State of Streaming frames as part of a wider industry shift from legacy brand identity toward content/IP aggregation. In an interview, Tommy Shull, Executive Producer and Principal at creative studio STUCK IN MOTION, characterizes the move as pragmatic: audiences follow shows rather than platform brands, and streaming services must build deep libraries of must-watch IP to slow churn. Shull warns legacy media are pressured to act more like tech companies, cites UX and personalized customer journeys as critical retention levers, and criticizes disjointed content presentation (e.g., adult titles next to children's shows). The piece positions the rebrand as symptomatic of strategic change across streaming platforms.
Paramount+ Raises Prices to Fund Exclusive UFC Deal
Paramount+ announced a subscription price increase effective January 15, 2026, raising its ad-supported "Essential" tier to $8.99/month and its ad-free "Premium" tier to $13.99/month, with larger hikes for annual plans. The company says the move helps finance a seven-year, $7.7 billion investment that makes Paramount+ the exclusive U.S. home for UFC events, substituting the prior pay-per-view model. New owner Skydance Media is pressing the direct-to-consumer business to reach profitability in 2026 and has eliminated free trials. Paramount+ is also securing exclusive creative deals (including with the Duffer Brothers) and pursuing broader strategic moves such as an active bid for Warner Bros. Discovery; the company names David Ellison as CEO and has appointed Bari Weiss to lead CBS News.
Paramount+ Boosts Ad-Supported Growth with Global Strategy
Paramount+ reports strong growth and expands its ad-supported tier in Germany as part of a global strategy to diversify Connected TV offerings. The service added over 10 million subscribers worldwide in the past year, reaching more than 77.5 million by end-2024, with about 1.5 million net adds in Q1 2025. In Germany, Paramount+ launched Premium in March and an ad-supported Basic plan in early June, following similar models in Canada, Australia, and the UK. The content strategy blends familiar franchises (Yellowstone, Star Trek, Mission: Impossible, SpongeBob SquarePants, South Park) with new titles (Happy Face, Mobland) and a growing film slate (Gladiator II, Sonic the Hedgehog 3, Transformers One). Advertising tech includes Conduit, an open integration layer for programmatic CTV; the Paramount Streaming package unifies Paramount+ and Pluto TV inventory; local sales via Visoon; and GDPR-compliant data tools like clean-room matching and first-party data usage with contextual signals.
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