Robert Bakish, President and CEO of ViacomCBS

ViacomCBS has rebranded its streaming service as Paramount+ and adjusted its subscriber targets upward to 18 million by leveraging a $13 billion annual content budget and strategic partnerships like its exclusive U.S. UEFA Champions League rights. The platform successfully broadened its demographic reach by integrating 190 Paramount movies and Showtime bundles via Apple, while driving new sign-ups through high-profile sports events including Monday Night Football in the UK and Bellator MMA. These initiatives, supported by a differentiated content strategy that reserves newer assets for the paid tier while utilizing older libraries on Pluto TV, accelerated revenue growth by over 50% in the second quarter.