Until this year, Viacom had scant over-the-top video product — Noggin, a $7.99 monthly service targeting young children with Nickelodeon-type fare.
Viacom in March acquired ad-supported VOD service Pluto TV for $340 million. This summer the media giant launched BET Plus — a $9.99 service targeting African-American streamers.
Following the re-merger with CBS Corp., Viacom inherited CBS All Access ($5.99), Showtime OTT ($10.99) and Smithsonian Channel Plus ($4.99) SVOD. In the process, Viacom has myriad OTT distribution while at the same time giving mixed signals about a unified ViacomCBS vision digital leadership going forward.
Speaking Dec. 9 with CNBC’s David Farber, Bob Bakish, CEO of ViacomCBS, was asked about the fact that Marc DeBevoise, CEO of CBS Interactive, reports to him for the all digital assets. And to Joe Ianniello, CEO of CBS, for CBS Interactive.
“That doesn’t sound like an efficient way to go about trying to extract synergies and the growth,” Faber asked Bakish.
The CEO claimed Viacom’s digital properties operated successfully under separate silos before the merger, a reality the merged companies could rejigger going forward.
Bakish agreed that working together on paper is different than in practice. He alluded to Viacom International originally operating independently and now as a multinational unit. Bakish added that when he became CEO in 2016 (replacing Philippe Dauman), Paramount Pictures operated independently, as did the company’s media networks.
“We took the last three years and really aligned that,” Bakish said.
He said ViacomCBS is putting forward an integrated company with one strategy. He said the revised blueprint would include paid and ad-supported content — with the widest access based on paid content.
“Today, in pay, [we’ve] got 10 million subs in SVOD in the U.S.,” Bakish said. “In free, [we’ve] got 20 million [monthly average users] at Pluto. We’ve got almost 200 million digital users. And we reached well over a billion through our broader business.”
He disagreed with the assertion that a high percentage of Viacom’s digital subs are promotional, rather than paying.
“That’s flat out wrong,” said the CEO, while declining to disclose actual digital revenue. Backish said the data would be revealed in 2020.
“You should expect some additional transparency in the streaming space,” he said. Viacom has heretofore just released Pluto viewership.
“You should expect that to broaden,” Bakish said. “We absolutely are going to operate as one ViacomCBS.”