Observed Signal · Feb 25, 2026 · Rebrand · Source: State of Streaming · Impact: 3/5 · Sentiment: Neutral
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.
A major streamer removing a legacy sub-brand signals strategic emphasis on IP libraries, UX and subscriber retention — meaningful for content distribution, platform positioning and churn management across streaming/CTV players.
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Key Takeaways & Evidence Grounding
- Paramount removed the “with Showtime” name from its premium tier.
- State of Streaming published an interview with Tommy Shull, Executive Producer and Principal at STUCK IN MOTION, on Feb 25, 2026.
- Shull argues audiences follow shows (IP) rather than legacy sub-brands, making IP aggregation central to streaming strategy.
- Shull recommends improving UX and building personalized audience journeys as ways to retain subscribers and slow churn.
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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.
State of Streaming Adds Showtime Profile
State of Streaming's Showtime publisher page lists Showtime as a legacy premium network now operating as a streaming app and integrated into Paramount+ via a Showtime tier. The page records corporate details (parent: Paramount Global; HQ: New York, NY; founded 1976), a short content description (notable shows: Billions, Yellowjackets; boxing), a link to the app website (sho.com), and related Paramount family streaming apps (e.g., Paramount+, Pluto TV, BET+). The page also aggregates recent State of Streaming articles and resources and notes a related coverage item: Paramount+ rebrand removing 'Showtime' (Feb 25, 2026).
Paramount Hires Streaming Executives to Run Broadcast Business
Paramount has recruited streaming executives to revamp its broadcast advertising business. Jay Askinasi, a former Publicis buyer who argued for buying streaming like digital while at Roku, was hired as Paramount’s Chief Revenue Officer and has introduced a “streaming fixed unit” — a guaranteed premium ad position for the first seven days after an episode debuts. His first external hire was Danielle Carney, who previously ran sports ad sales at Amazon Prime Video. The article frames these hires and the product as responses to buyer demand for predictability after TV ad revenue declines; it also situates Paramount’s move within a broader industry pattern where linear and streaming monetization and distribution are converging, citing examples from Charter, Versant, and Scripps.
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