Viacom could take Paramount+ to new markets

Viacom’s Paramount+ set-top application in the Nordic markets could be expanded to other markets, according to James Currell president, UK, northern and eastern Europe, Viacom International Media Networks.

James Currell

Paramount+ has seen strong take-up, according to Currell, interviewed on stage at Cable Congress in Dublin. The application, which offers VOD content from Viacom pay brands and first-run VOD movies, is available to higher tier pay TV partners in the region.

“The application will vary from region to region. It’s kind of a pilot there but it’s hopefully something we should see in other markets,” he said.

Consumption in markets varies hugely, said Currell. In the Nordic markets, SVOD viewing has overtaken linear while in the UK, 85% of viewing is still on linear channels, said Currell.

He said he also hoped to take the app beyond the set-top box to offer a mobile variant that again would be distributed with partners.

Currell said that Viacom was “experimenting” with direct-to-consumer offerings in some markets. However, he said that pay TV outside the US was still only about 40%, meaning there was still room for growth there rather than in OTT TV.