Paramount+, the global media giant’s flagship streaming service, is launching its cheaper, ad-funded tier in the UK later this month, with Sky Media retained to handle ad sales.
The Media Leader understands that Sky Media’s recent revelation — that millions of pounds in revenue had been under-reported to ad partners, including Channel 5 and MTV owner Paramount, since 2017 — has not impacted ad sales for today’s launch.
It is understood that ad sales will be handled by both Paramount’s international ad sales team and Sky Media.
Starting on 20 November, Paramount+ will introduce its premium and ad tiers, extending its multi-tier strategy and ad offering across Europe.
It aims to offer customers a choice of pricing options to enjoy its vast “mountain of entertainment”, following launches in Australia, Brazil, Canada, Mexico and France.
New and returning shows on Paramount+ this autumn include Landman, starring Billy Bob Thornton, Demi Moore and Jon Hamm; Special Ops: Lioness, featuring Nicole Kidman and Zoe Saldaña; The Agency, produced by George Clooney and starring Michael Fassbender and Richard Gere; and a new series of Yellowstone.
Marco Nobili, executive vice-president and general manager, Paramount+ international markets, said: “Building on the success of our multi-tier strategy in Canada and Australia — where nearly half of our direct-to-consumer sign-ups come from a non-standard plan — we are excited to bring our premium and ad-supported tiers to the UK and Ireland.
“Offering choice to our subscribers is key to the growth of Paramount+, especially as the demand for ad-supported tiers rises across Europe.”
Lee Sears, president of international markets advertising sales, added: “By launching the ad tier plan in the UK and Ireland, we are opening up a huge opportunity for advertisers, giving them the ability to engage with our global franchises, series and films through our digital platform, EyeQ.
“This expansion will enable Paramount’s international advertising team to represent a much wider range of products, while providing a comprehensive and connected platform for impactful ad campaigns.”
