Paramount+ launches a mobile-first app with short-form video feeds, aiming to boost user engagement and compete with TikTok and Instagram in the streaming wars
LOS ANGELES: Paramount Global is targeting mobile screens with a major redesign of its Paramount+ app. The new version, now available for Apple iPhones, features a vertical feed of short videos designed for quick scrolling.
This format includes sports highlights, CBS News segments, UFC clips, and movie trailers. The strategy aims to cultivate a habit of frequent app opens, similar to user behaviour on TikTok or Instagram.
Increased engagement could pave the way for new interactive features. These might include real-time statistics during UFC events or other enhanced viewing elements.
A Paramount spokesperson declined to comment on the initiative. The company faces significant challenges in the crowded streaming market.
Paramount+ accounted for just 2% of global streaming app activity in the first quarter. This places it behind leaders like Netflix and rivals including HBO Max and Peacock.
Sensor Tower data shows Google’s YouTube remains a dominant force. It boasts 59 times more users than Paramount+, according to mobile analytics firm Apptopia.
Industry executives suggest Paramount may pursue new user growth strategies. These could involve partnerships with digital influencers or creating serialised micro-dramas.
The move reflects a broader trend of streaming services adopting social media features. Netflix is investing in video podcasts with personalities like Pete Davidson and Michael Irvin.
Amazon Prime Video has a deal with YouTube star MrBeast for a new competition series. “Everybody chases everybody,” remarked one Hollywood talent agent.
Another agent noted Paramount has emphasised its existing relationship with TikTok. Both companies share Oracle co-founder Larry Ellison as a common backer.
TikTok and Paramount both state there is no formal collaboration agreement currently in place. The app redesign is part of a larger overhaul of Paramount’s streaming portfolio.
The company outlined these broader changes for Paramount+ and free service Pluto TV last week. The presentations were made to advertisers during industry upfronts.
