ViacomCBS mulling streaming rebrand

ViacomCBS is mulling a rebrand of its US streaming service, according to a report by the UK Financial Times.

According to the FT, ViacomCBS may look to rebrand the CBS All Access service as Paramount+, a brand it already uses elsewhere for streaming offerings.

The media giant outlined plans recently to bolster its US streaming offering as well as to launch a new international service in key markets next year.

According to the report, the studio will seek to implement a rebrand at the same time it launches the enlarged offering, dropping the DBS brand, which is said to appeal mostly to non-digital savvy older viiewers, with Paramount+ emerging as the favourite among a number of options being considered.

The FT reported that ViacomCBS boss Shari Redstone is open to implementing major changes to maximise shareholder value and is less wedded to keeping the company together than her father, Sumner Redstone, who died last week aged 97, citing unnamed sources.

While this could potentially involve the sale of parts of the business, the current slump in ViacomCBS’s share price makes this unlikely at the present time, the paper reports.

Speculation about s streaming rebrand comes after ViacomCBS unveiled plans to create a new ‘super-streaming’ service for the US market as well as to launch a new international streamer next year.