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Paramount+ embraces key alliances to global reach
Asia was the latest recent market where Paramount+ entered as part of its international expansion plan. The streamer entered the APAC region with a promotional agreement in an alliance with Formula 1, promoted by Marco Nobili, EVP and GM.The executive was one of the star guests at the latest edition of ATF (Asia TV Forum), where he explained that they are in a moment of growth and that they remain open to agreements to expand their international presence. ‘Paramount+ is one of the platers that generates the most mixed expansion agreements. In Asia we entered with Formula 1, we recently made an agreement with the airline Latam for the creation of a FAST channel with content from our brand on its Latam Play platform’, Nobili said.
Following its launch in Korea and Japan late last year, Paramount+ is competing with local players and international rivals such as Prime Video and Netflix in APAC. Nobili said closing non-traditional deals would increase its penetration into global markets.
A rocky agreement was made in Australia and New Zealand. An airline partnership with the Australian national company Qantas, which has strengthened the audience for Paramount+ content, in addition to developing local originals.
Precisely for Australia and New Zealand, the company has a strategy aimed at local strategic alliances, but also at the creation of local content, as is the case of the production of NCSI: Sydney, the new season of The Amazing Race Australia and Top Gear Australia, which are released this year.
LC