Though it’s still untitled, the spinoff will have Yellowstone in its name and be available to stream on Paramount+, not Peacock, which has exclusive streaming rights to Yellowstone. And with partners already clamoring to be part of Sheridan’s universe, the company is looking to offer even more opportunities for advertisers to tap into the content.
Sports is also a priority for the company, with March Madness, the Masters and Super Bowl 58, which is drawing massive interest.
“It’s unlike anything else. It really is. It’s a thing that warrants discussion over a year in advance. We were talking about the 2024 Super Bowl before the 2023 Super Bowl had been played,” Halley said. “It’s going to be incredible. It’s going to be the biggest event in the history of Las Vegas. Think about that for a moment. And we’re thrilled about the prospects. We’re so looking forward to it, and we’re going to be ready.”
Scale also remained an important upfront topic for the company.
During last week’s earnings call, Paramount said that Paramount+ has grown to 60 million subscribers, while Pluto TV grew its monthly active users to 80 million and increased its viewing hours by 35% year-over-year. Meanwhile, EyeQ, the company’s digital advertising platform, has grown to 90 million full-episode monthly unique viewers.
The company is also investing in programmatic, convergent optimization, audience insights and DEI, which Halley called “incredibly core” to Paramount’s ad offerings.
“Representation is a very important topic of discussion for us this year. And it will be in the future. And we’re in discussions with multiple brands about partnering on Content for Change,” Halley said, bringing up Paramount’s initiative for advancing diversity in its content ecosystem. “But this is, I think, the most important initiative that we have internally.”
Future planning
And with Nielsen sunsetting C3, the industry’s standard for TV measurement, in the fall of 2024, Halley said Paramount’s goal is to minimize client disruption in the multicurrency future.
“The implication of that is enormous,” Halley said of Nielsen’s decision. “Because there will be no more status quo currency. And it’s our job to make that transition as simple as possible for our clients.”
Looking ahead to Paramount’s 2024 upfront client dinners, Halley said he “wouldn’t expect too many changes” next year.
“However the market shakes out, we’re going to do better. We’re going to game share,” Halley said. “And I think that has everything to do with the crispness and appropriateness of our message relative to a bit of a chaotic media environment and our ability to really progress our conversations in an open two-way setting.”
[ad_2]
Source link
