Showtime's Rebrand Hints at a Chaotic TV Year Ahead

The Paramount+ with Showtime linear rebrand is the latest case of industry consolidation

The TV climate is getting harsher, so streamers and networks are bundling up.

On Monday, Paramount announced that the Showtime linear channel will officially rebrand as Paramount+ with Showtime on Jan. 8. The company, which previously made its Paramount+ with Showtime streaming option available in June, announced that the linear channel rebrand creates a “first-of-its-kind multiplatform brand” to integrate both streaming and linear content.

Industry experts told Adweek the move highlights the need for traditional networks to adapt in the age of streaming, with the rebrand having the potential to expand Showtime’s reach by providing access to a broader Paramount+ audience.

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