The free ad-supported service CBS, Showtime and Paramount+ . takes and complements from its partner platforms including
Pluto TV, an ad-based video on demand (AVOD) service that is part of the Paramount ecosystem, borrows content from sister platforms such as CBS and Showtime — but it plays an important role in Paramount’s overall content strategy.
AVOD’s catalog relies on licensed content from a variety of sources, most notably CBS Productions. Combined, shows that are originally from CBS and Showtime account for more than one-quarter of the total demand for Pluto TV’s catalog, according to data from Parrot Analytics, which focuses on consumer research, streaming, downloads and social media. Engaged in, among others.
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Of the platforms that fall under Paramount’s umbrella, Pluto TV is the one that resonates the most with older audiences. Content on Pluto TV is over-indexed with 24.7% of people over 40, more than the other two platforms. The over 40 age group interacts with shows available on Pluto TV 24.7% more than the average show.
On the other hand, Pluto TV’s catalog under-indexes with both Gen Zs (22 and younger) and Genials (between 20 and 23 years old). In that sense, Pluto TV’s audience is similar to Showtime’s—the main difference being that Showtime is slightly more successful with Millennials and Xenials and less so with other generations.
Generational Breakdown of Paramount Platforms, US (Parrot Analytics)
The audience for content on Paramount+ has a very different generational breakdown compared to the other two platforms. In particular, younger viewers engage with more shows on Paramount+ than on Showtime and Pluto TV. Overall, the audience makeup for the show on Paramount+ is very close to the average audience composition. This makes sense for a platform that is trying to attract as many customers as possible, which is the core of Paramount’s strategy.
In addition to being a platform focused on a more mature audience, anime, a genre popular with younger audiences, is a strong point of Pluto TV’s catalog. Was the most sought-after show available on Pluto TV in August”one piece“A classic and long-running anime series. Two other anime titles also made the top 10 list:”Naruto” And “jojo’s bizarre adventure,
The 10 Most In-demand TV Shows on Pluto TV, US, August 2022 (Parrot Analytics)
Several CBS and Showtime productions are also included in the list of the most in-demand shows on Pluto TV. It includes drama”Arabs,NCIS” And “blue Bloods“As well as the CBS Late Night Show”Late Show with Stephen ColbertThis show, along with the reality show “alone“Generate more engagement from older audiences.
From a Paramount strategy perspective, it makes sense to give a second life to a linear CBS show on an ad-supported streamer to continue monetizing this content on a different platform. While it may be surprising to see shows like the premium Showtime channel’s “Billions” on a free platform, bridging the cost barrier to accessing this content has the potential to add a larger audience. Viewers can then eventually sign up for the premium offering to continue watching new episodes.
10 most in-demand movies on Pluto TV, US, August 2022
Many movies are also available in Pluto TV’s catalogue. In August 2022, Robert Rodriguez’s “From Dusk Till Dawn” was the most sought after film, with 9.88 times the average film demand. The title was followed by the classic horror film “The Evil Dead” (9.72 times) and the more recent documentary “The Phenomenon” (9.61 times). The top 10 movies included two shows from the “Transformers” franchise, “Transformers: Dark of the Moon” and “Transformers: Revenge of the Fallen”.
It is interesting to note that most of the top in-demand movies on Pluto TV are old movies. Apart from “The Phenomenon,” “RBG,” and “The Invitation,” all the movies on that list were released more than 10 years ago. Compare this with the top series on the platform, which were more current and attracted higher levels of demand. Obviously, it is the shows on Pluto TV that have the most potential to attract viewers.
Christopher Hamilton is a Senior Insights Analyst at Parrot Analytics, a WrapPRO Partner. For more from Parrot Analytics, visit the Data & Analytics Hub.
