In March of 2021, CBS All Access relaunched as Paramount+. Featuring an expanded portfolio of programming, the newly rebranded streaming service boasts a “mountain” of entertainment offerings with something for everyone in the household. Paramount+ subscribers can now access more than 30,000 episodes and movies from BET, CBS, Comedy Central, MTV, Nickelodeon, Nick Jr., Paramount Pictures and Smithsonian Channel, plus exclusive originals, live sports, breaking news, kids and family programming, local CBS stations and so much more.
The success of Paramount+ is dependent upon attracting subscribers - which meant establishing Paramount+ as a must-have streaming platform in the crowded marketplace. One way the brand has been able to distinguish itself from the competition is through speaking directly to the loyal Nickelodeon fan base, past and present. Children AND their parents. Today’s viewers, especially Millennials, thrive on nostalgia!
Paramount+’s ultimate goal was to create an organic partnership with Nickelodeon in the eyes of the public - especially among fans of all things Nick.
Paramount+ subscribers have access to Nick favorites that go back to the early 90’s and 00’s, iconic shows like “Rugrats,” “Are You Afraid of the Dark,” “Spongebob Squarepants” and “iCarly” - and they can now stream new, fan-approved reboots of these same properties.
Paramount+ collaborated with Nickelodeon on TikTok, the undisputed top social media platform for kids. The brands worked together to create seven videos that specifically called out their internet friendship and highlighted collaboration. The catchy, creative shorts alluded to irreverent brand iconography and characters from the past - familiar to parents, but also spoke to a new generation of uninitiated young viewers.
Additionally, Paramount+ worked closely with Nick to comment on their videos and vice versa, basically fronting as each other’s biggest stans on social media.
Because of this intentional internet friendship, Paramount+ has become a secondary home for Nickelodeon content on social.
In 2021:
Paramount+ posted 90 videos featuring Nickelodeon properties.
Paramount+’s TikTok increased by 1 million followers in 11 months with Nickelodeon being the driving force behind that growth.
Paramount+’s TikTok had 169.2 million video views in 2021, with the majority of the top drivers being Nick properties.
Given the success of the Paramount+ and Nickelodeon partnership, the streaming platform is now working with Nick to produce a new, broader slate of programming based on iconic shows.
For instance, in the wake of the new “iCarly” success last year, Paramount+ is reviewing plans to further serve the young adult (13-34) audience with a slate of forthcoming YA original movies and series.
Kids and family content is not only bringing young audiences to Paramount+. It’s also a key component in retaining our existing subscriber base and expanding their viewership habits. Paramount+ is a service for the whole household, and we’re now seeing nearly half of our subscribers engaging with kids and family content on the service, a double-digit gain over last year.
