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

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

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.

“Paramount is the most well-known brand we have globally,” Marc DeBevoise, chief digital officer of ViacomCBS and CEO and president of CBS Interactive, told Adweek about the thinking behind the streamer’s new name, Paramount+, which will take affect early next year.

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