Paramount+ with Showtime launch further blurs boundaries between streaming and cable

Showtime’s long-coming linear makeover is hitting TV screens in January, parent company Paramount announced today. Following its streaming rebrand to Paramount+ with Showtime, the premium cable channel known for shows such as “Dexter,” “Shameless” and “Yellowjackets,” will begin airing series made for streaming on Jan. 8. See our Year in Review stories here Streaming has become all about bundling—consumers overwhelmed with content and subscription options find some respite in deals that round up multiple services or a streamer and utility service such as grocery delivery. It’s also become a foundational way for media companies to try out-bargaining other services in a bid for more subscribers that might stick around longer. Now, cable and streaming don’t look too different from one another. Also read: Instacart+ adds Peacock to subscription plan The streaming ecosystem meant to solve the issues of cable, where consumers were forced to pay top dollar for more channels than they wanted, has begun to resemble that very thing as platforms fight for dominance in viewership and subscriber numbers. And recently, streaming content has become more accessible through cable and broadcast channels as well. With the January arrival of “Paramount+ with Showtime” on cable, series made for Paramount+ will air on Showtime’s cable channel as well. Paramount+ exclusives including “Halo,” “Sexy Beast,” “Wolf Pack,” “Mayor of Kingstown,” “Star Trek: Discovery” and more will air on the linear channel, according to a teaser for the launch. The channel refresh marks the latest move from traditional TV companies trying to max the audience for their streaming shows. This year, Paramount-owned broadcaster CBS aired Paramount+ shows “Seal Team” and “FBI True” in its primetime slate, and Disney recently announced that Hulu series “Only Murders in the Building” will air its first season on ABC starting in January. Although these moves are partly meant to offset delays in original series production caused by the actors’ and writers’ strikes that resolved late this year, others have been made to cross-pollinate media companies’ assets between linear and streaming. That includes Disney’s deal to include its streaming services for Charter cable subscribers.

Paramount+ with Showtime launch further blurs boundaries between streaming and cable

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