LOS ANGELES – Paramount Global has quietly removed the Showtime brand from its top-tier streaming package, rebranding it as Paramount+ Premium. This change, announced to subscribers on June 23, marks a strategic shift in the company’s streaming service lineup.
Breaking: Paramount Rebrands Streaming Service
The decision to rename the ad-free plan from Paramount+ With Showtime to Paramount+ Premium does not affect its pricing, which remains at $12.99 per month or $119.99 annually. The move aligns with Paramount’s ongoing strategy to streamline its offerings and focus on broader content delivery.
Immediate Impact
Subscribers will notice that the two packages offered by Paramount are now Paramount+ Premium, featuring limited ads only during live local CBS feeds, and Paramount+ Essential, which includes ads and is priced at $7.99 per month or $59.99 per year.
Paramount+ Premium retains its price at $12.99 per month or $119.99 per year.
Key Details Emerge
The rebranding follows the summer 2023 introduction of Showtime programming to the Essential plan, further integrating Showtime’s offerings across both tiers. Paramount had previously announced plans to phase out the standalone Showtime streamer, which officially ended in April 2024.
According to a notice on Paramount’s customer-support site, the name change reflects the “broad and diverse offerings” now available across both plan tiers. Showtime’s original programming, including popular series like “Dexter: Original Sin,” “Yellowjackets,” and “The Chi,” remains a significant part of Paramount+ Premium.
Industry Response
The rebranding comes as Warner Bros. Discovery takes a different approach by reattaching the HBO name to its flagship Max streamer, set to become HBO Max again this summer. Warner Bros. Discovery CEO of Streaming and Games, JB Perrette, emphasized the company’s focus on providing distinct content for adults and families.
“Showtime programming remains an important part of Paramount+, and is still prominently represented on the service!” – Paramount Global
By the Numbers
- Paramount+ Premium: $12.99/month or $119.99/year
- Paramount+ Essential: $7.99/month or $59.99/year
- Showtime standalone streamer ended in April 2024
What Comes Next
Despite the rebranding, the Paramount+ With Showtime linear TV network on cable, satellite, and internet TV streaming services will retain its current name. Paramount has assured customers that their plan benefits remain unchanged, even if the name update is not immediately visible on all devices.
Background Context
This development builds on Paramount’s efforts to consolidate its streaming services under the Paramount+ umbrella, emphasizing a comprehensive content library that includes live Showtime East and West linear feeds, as well as CBS News 24/7, CBS Sports HQ, and Mixible news and pop culture streams.
Expert Analysis
Industry experts suggest that the name change is a strategic move to enhance brand recognition and simplify the consumer experience. The timing is particularly significant as streaming services continue to evolve and compete for viewer attention in a crowded market.
As the streaming landscape shifts, Paramount’s decision to streamline its branding may position it more favorably against competitors, offering a more cohesive and recognizable platform for its diverse content offerings.
