Paramount+ rebrands top tier, drops ‘Showtime’ to simplify streaming identity

Paramount Global has renamed its top-tier streaming service from “Paramount+ with Showtime” to “Paramount+ Premium,” a move designed to simplify its brand as some Showtime content trickles down to lower-cost plans. The change puts Paramount’s branding strategy in direct contrast with competitors who are doubling down on legacy names.

Same show, new name: The rebranding does not affect the price, which remains $13 per month, or the content. Subscribers to the ad-free Premium plan will still have access to the full Showtime library, including hits like Yellowjackets and Dexter.

The branding carousel: This is the latest step in a bumpy integration that began with the 2023 merger of Showtime into Paramount+ and the subsequent shutdown of the standalone app. While Paramount is shedding a legacy brand, rival Warner Bros. Discovery recently announced it was reversing course to restore the HBO name to its Max streamer.

The name game: The move highlights the ongoing identity crisis among streamers as they struggle to balance brand simplicity with the need to signal the value of their premium content libraries. And in a twist, the Showtime name isn’t gone entirely—it will remain on the linear cable channel, potentially creating its own confusion.

Also on our radar: While Paramount simplifies its branding in the U.S., it’s pursuing a different strategy abroad. The company is rolling out new multi-tier subscription plans, including Premium and ad-supported options, in Germany, Switzerland, and Austria to drive international growth.