Paramount Plus is the rebranded version of CBS All Access, a subscription streaming service launched in 2015 by CBS Corporation (formerly ViacomCBS). Paramount Plus features movies and televisions series from propular networks such as CBS, MTV, Nickelodeon, BET, and Comedy Central. Paramount Plus also offers exclusive originals and live sporting events. As of 2021, Paramount Plus is only available in the US, Canada, and some countries of Latin America. Paramount Plus is not yet available in Poland.
The popularity of streaming services has increased steadily in recent years, as more and more people are shifting from traditional linear television to watching their favorite content on demand. In the US, there are about 80 million streaming subscribers. Streaming services like Netflix and Hulu have successfully established their presence in Poland, however Paramount Plus is yet to make its debut in this country. According to a study by Gemius, Poland is one of the top 10 streaming markets in Europe. Therefore, Paramount Plus can potentially gain a lot of traction in Poland if it is launched in the near future.
Broadcasting industry experts believe that Paramount Plus’ entry in Poland would greatly benefit the nation’s viewers. The service will provide the Polish audience with a diverse range of content from Nickelodeon, BET, and Comedy Central, which are popular channels in the US, but absent in the Polish market. The availability of exclusive originals and live sporting events will definitely allure viewers towards Paramount Plus as well. Moreover, the pricing of Paramount Plus will be much lesser than its competitors in Poland.
The Polish government has been working to promote local artists and content creators by incentivizing subscription streaming services. Therefore, Paramount Plus’ entry in Poland could be a huge boost for the local industry. The service can offer exclusive distribution rights to Polish content and attract international viewers as well, both of which can open new avenues of growth for the Polish market. Moreover, Paramount Plus will have a large pool of local advertisers, which can significantly increase the service’s advertising revenue.
Paramount Plus’ expansion to Poland is uncertain at the moment, however there are certain steps which can be taken to improve the chances of its entry. Paramount Plus officials might need to dial up their efforts to penetrate the Polish market and collaborate with local broadcasters. The service needs to make sure that their content library is optimized to suit the Polish viewership’s interests. Paramount Plus needs to clearly demonstrate its value proposition and superiority over its competitors in Poland to succeed.
Impact on the Local Economy
A successful entry of Paramount Plus in Poland can also bring drastic changes to the nation’s economy. The streaming service will require fewer viewers to become profitable, as its cost of providing content is comparatively lower than cable television and traditional television networks. Apart from the obvious benefits derived from the subscription fees and advertising revenue, Paramount Plus’ entry will also create new job opportunities in Poland. Apart from working for the domestic production of content, many people will be employed for the streaming service’s operations and distribution sites in the country.
Other industries in Poland also stand to benefit from Paramount Plus’ entry. Technology firms located in Poland can develop exclusive apps to be used exclusively by Paramount Plus’ subscribers. Hardware manufacturers like cell phone makers or television makers can also increase their sales. Paramount Plus subscribers will also provide a customer base for many businesses, such as hotels and restaurants.
Overall, Paramount Plus’ entry in Poland is a potential win-win situation for both the service and its viewers. Paramount Plus will be able to penetrate and increase its market share in a new country while providing the Polish audience with an affordable and premium streaming service with a well-rounded content library.
Rising Competition
Paramount Plus may face strong competition from already established streaming services such as Netflix, Amazon Prime, and HBO GO Plus in the Polish market. All of these services have already invested heavily in creating content specifically tailored to the interests of the Polish audience. Netflix, HBO, and Amazon Prime are also available in Poland with wide acceptance among subscribers. Therefore, Paramount Plus needs to ensure that its content library is exclusive enough to beat its competition.
Moreover, Paramount Plus may face a challenge from local streaming services such as Ipla by TVN, cCloud TV, and Catchplay. These services have been created specifically for the Polish market and have proven to be successful in meeting local programming needs. Paramount Plus therefore needs to carefully analyze the market and create a content library that is exclusive to the Polish audience.
In order to gain an edge over competing streaming services, Paramount Plus needs to focus on expanding its partnerships with Polish production companies and broadcasters. The service should offer exclusive distribution rights to Polish content to entice viewers and broadcasters alike. Paramount Plus needs to ensure that its content library caters to all kinds of viewers in Poland by including more localized series and movies.
Content Strategy
Paramount Plus needs to build its content library carefully to gain a competitive edge in Poland. By focusing on the production of originals with Polish language and storylines, Paramount Plus can differentiate its content from its competitors. Additionally, Paramount Plus can opt for exclusive distribution rights of popular movies and series from the US and other countries to entice the viewers even more. By carefully combining technically advanced streaming techniques, local production partnerships, and exclusive distribution deals, Paramount Plus will be able to monetize its content and generate revenue that exceeds its competitors.
Paramount Plus can also partner up with local pay-TV providers to offer discounted packages and bundles, which will incentivize subscribers to switch to Paramount Plus. Paramount Plus could develop exclusive apps to be used by the service’s Polish subscribers. This will enable the streaming service to widen its reach in the Polish market.
Apart from gearing up its local content strategy, Paramount Plus officials need to closely monitor its competitors’ innovation, pricing, and promotional strategies. This will help it avoid any unexpected surprises and prepare to launch its service with the necessary competitive advantages already in place.
Marketing and Advertising Strategies
A successful marketing strategy is required for Paramount Plus to acquire and retain subscribers. Paramount Plus needs to create a brand identity that resonates with the Polish viewers. Its promotional campaigns should focus on the service’s advantages such as its wide range of content and exclusive originals. Additionally, Paramount Plus needs to establish a strong presence in the digital media landscape. It should use its social media accounts to create interactive conversations with its potential customers in Poland.
Paramount Plus needs to launch promotional campaigns on various platforms to invest in acquiring subscribers. The campaigns could be run on TV, radio, digital streaming services, and social media channels. Paramount Plus should also consider partnering up with local entities such as sports team, magazines, and newspapers to extend its reach and visibility.
Apart from promotional campaigns, Paramount Plus will also need to focus on increasing its advertising revenue. The streaming service can establish strategic partnerships with local advertisers to promote their products to the Polish audience. Paramount Plus can also use its advertising resources available in other markets of Europe and Latin America to expand its market presence in Poland.
Conclusion
Paramount Plus’ entry in Poland has numerous advantages for both the streaming service and the Polish viewers. Paramount Plus officials need to focus on creating a content library exclusive to the Polish audience and launch promotional campaigns targeted at the local population. Additionally, Paramount Plus needs to develop a strong marketing and advertising strategy in order to generate revenue from its Polish subscribers. Both Paramount Plus and the Polish viewers will benefit if Paramount Plus’ entry in Poland is successful.
