As US Market Saturates, Streamers Set Their Sights on Global Expansion

Growth opportunities are big, but come with licensing and localization challenges  

a globe coming out of a television screen
Global streaming ambitions are having an effect on some programming decisions. Trent Joaquin/Getty Images

When ViacomCBS worked on renaming its streaming service CBS All Access as part of an upcoming rebrand, the company wasn’t only considering U.S. consumers when evaluating the service’s new moniker. It had to think much bigger.

@kelseymsutton Kelsey Sutton is the streaming editor at Adweek, where she covers the business of streaming television.