Paramount’s TikTokification Play: Turn Clips Into Subscribers
Paramount is redesigning its streaming app to incorporate short-form viewing alongside traditional long-form programming, including a vertical video feed, personalized recommendations, and curated clips sourced from its content library. The company says it will use data-driven personalization to promote highlights and behind-the-scenes moments as a discovery funnel to increase engagement and convert casual viewers into subscribers, while also exploring advertising opportunities in the short-form format.
Key Takeaways
- New app experience adds a vertical short-form feed alongside traditional long-form titles.
- Paramount will surface highlights, key moments, and behind-the-scenes clips using data-driven personalization.
- Strategy repackages existing IP into “snackable” formats to extend library value without new production spend.
- Short-form is framed as an acquisition and retention lever: hook casual viewers, then upsell full episodes/films.
- Paramount is exploring advertising opportunities inside short-form, potentially expanding monetizable impressions.
Why It Matters
This is the next phase of the “shorts arms race”: streaming apps are importing social UX because discovery is increasingly algorithmic, mobile, and moment-based. For SVOD and hybrid streamers, the homepage is becoming a feed—and the unit of competition is attention, not just titles. If Paramount can convert clip consumption into full-episode starts (and then paid retention), it creates a lower-cost growth loop powered by its catalog. The flip side: vertical feeds demand tight measurement, brand-safety controls, and ad formats that don’t feel like legacy TV stuffed into a phone.
Read full article at americanbazaaronline.com
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