ViacomCBS Announces Major CBS All Access Rebrand and Expansion
ViacomCBS has unveiled plans to relaunch its CBS All Access streaming service this summer with a fresh rebrand, expanded content library, and enhanced features. The updated platform will integrate shows and movies from across ViacomCBS’s portfolio, including Nickelodeon, MTV, BET, Comedy Central, Smithsonian, and Paramount, transforming it into a more comprehensive streaming destination.
Key Upgrades Coming to the Service
- Expanded Content Library: Over 100 Paramount films have already been added, featuring classics like The Godfather, Star Trek: First Contact, and Pretty in Pink.
- Original Programming: The service will continue investing in exclusive originals, such as Star Trek: Discovery and The Good Fight.
- Live Sports & News: NFL, NCAA, and PGA coverage will remain a cornerstone, alongside live news and local broadcasts.
- Global Expansion: An international rollout is planned within the next 12 months.
Why the Rebrand Matters
Julie McNamara, EVP and Head of Programming for CBS All Access, emphasized the strategic shift:
“Integrating Paramount’s iconic films and ViacomCBS’s vast IP library positions us for sustained growth. We’re seeing record engagement, and this expansion will deliver even more value to subscribers.”
Streaming Boom Amid Pandemic
The relaunch comes as streaming services experience surging demand due to COVID-19 lockdowns. CBS All Access and Showtime reported a 50% YoY subscriber increase, reaching 13.5 million combined users in Q1 2020. This growth mirrors successes seen by Disney+ (54.5 million subscribers in five months) and upcoming rivals like HBO Max and Peacock.
Financial Context
Despite a 6% revenue drop (\(6.67 million) in Q1—partly due to canceled March Madness ad revenue—ViacomCBS’s stock rose **16%** on strong streaming performance and a YouTube TV partnership. Profit settled at **\)516 million**, down from $1.96 billion YoY.
What’s Next?
While pricing and the new name remain under wraps, the summer 2020 relaunch signals ViacomCBS’s commitment to competing in the crowded streaming arena. The service will leverage its existing tech infrastructure, ensuring a seamless transition for current users.
Image credit: ViacomCBS via Facebook
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