“Paramount Plus with Showtime” has always been one of the most awkward branding elements in the streaming era, but soon subscribers will know this tier by a different name.
This week, Paramount announced to Paramount Plus subscribers that Paramount Plus with Showtime – the platform’s most expensive tier, which includes Showtime programs and minimal advertising – will now be called Paramount Plus Premium. The renamed tier will continue to cost $12.99 per month or $119.99 per year. Paramount Plus Premium will also offer Showtime’s TV series and movie catalog, but without the channel’s name.
“As we recently introduced a selection of Showtime programs in the Essential plan, the Premium plan name reflects the broad and diverse offering at both plan levels,” Paramount said in a statement about the new plan name. “Showtime programs remain an important part of Paramount+, and they are still well represented on this service!”
The clumsiness of the “Paramount Plus with Showtime” branding seemed to reflect the rocky road that has marked the integration of Showtime into Paramount Plus and the subsequent closure of Showtime’s separate streaming service. Paramount management warned employees of potential layoffs after CEO Bob Bakish first announced plans to merge with Showtime in 2023. Several Showtime series have been canceled or suspended as a result of the deal, and the new service has already raised prices twice in the past year.
No matter how strong the Showtime brand is, Paramount Plus Premium is definitely a better name. However, after the recent decision of Warner Bros. Discovery’s decision to return to HBO Max, Paramount’s latest move looks very much like a response to the competition. None of us ever called it “Max is the only one worth watching,” and WBD was right to stop trying to do so. But it’s a little odd to see Paramount downplay its connection to one of the networks that really helped make cable TV its own.
