As media giants gird for battle with Netflix and Amazon, CBS and Viacom continue to pursue marginally more patient streaming strategies, gaining steady ground without spending their way into troubl…
on content to meet surging tune-in. The trend should accelerate through 2020 and beyond. NBCUniversal is planning a major AVOD launch in April, and WarnerMedia says some form of advertising will come to its HBO Max service after the subscription version gets off the ground in the spring.
Viacom has stayed mostly in the ad zone because it wants to leverage its networks’ decades of expertise as well as some newly integrated ad-tech tools. The company’s main vehicle for this is Pluto TV, which reached 18 million monthly active users by the end of July, up 50% from January, the month that.
Bigger also is better in terms of reducing costs and offering talent another destination, he said. “CBS’ and Paramount’s production asset will quickly move up the ranks to challenge the big boys of Disney, Comcast, AT&T and Netflix and will be an attractive home for creative talent,” Nathanson argues.
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