Monday, March 1, 2021

Survey: 30% Of Americans Likely to Subscribe To Paramount+

Thursday marks the debut of yet another platform looking to secure a slice of the streaming world. 

Paramount+, ViacomCBS Inc.’s rebranding of its existing CBS All Access product, will offer consumers new original content, movies and TV shows from a bevy of brands, live sports and the latest blockbusters from Paramount Pictures. New polling offers a look at how the demographic makeup of likely Paramount+ subscribers compares to the subscriber bases of the expanding ecosystem of existing services, as well as what content will attract consumers who are less eager to subscribe.

A Feb. 18-21 Morning Consult/The Hollywood Reporter survey found that 29 percent of the 2,200 U.S. adults surveyed said they were likely to subscribe to Paramount+. That lands the service somewhere in the middle compared to previous subscriber interest: Past surveys have shown that 16 percent of the public would subscribe to HBO Max ahead of its May 2020 launch, while 30 percent said they would sign up for Discovery+ ahead of its debut in January.  

Paramount+’s ad-supported plan will cost $4.99 a month, a dollar less than the cost of CBS All Access, while the ad-free plan runs $9.99 a month.

Likely Paramount+ subscribers differ from those of other streaming services in a few important ways. 

They’re much younger than other streamers: Roughly 3 in 5 identified as either millennial (48 percent) or Gen Z adults (15 percent), making its pool of likely subscribers very similar to that of Discovery+. Inc.’s Prime Video, NBCUniversal’s Peacock and CBS All Access, which will automatically convert its subscribers to Paramount+ at launch, hold audiences that are majority Gen X or baby boomers. 

Likely Paramount+ subscribers were also more likely than Netflix Inc., Hulu and Peacock subscribers to reside in urban areas by a margin of 10 percentage points.

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