Just over a year after rebranding its highest subscription tier as “Paramount+ with Showtime,” the streaming giant is reversing course. The ad-free plan is officially shedding the “Showtime” label, once again adopting the name Paramount+ Premium — a move that mirrors recent branding backtracks by other major platforms, including HBO Max’s return to its original moniker.
According to an update posted on its official support site, Paramount says the name change reflects recent content strategy shifts — notably, the addition of select Showtime titles to its Paramount+ Essential (ad-supported) plan. That means both subscription tiers now offer Showtime content, making the original naming distinction less useful to subscribers.
So, What’s Actually Changing?
In short: only the name.
Paramount emphasized that pricing and content access will remain the same across both tiers:
- Paramount+ Premium (formerly Paramount+ with Showtime):
- $12.99/month or $119.99/year
- Includes ad-free streaming, all Showtime content, CBS live TV, and select live sports, including the NFL on CBS.
- Paramount+ Essential:
- $7.99/month or $59.99/year
- Includes limited Showtime content, ad-supported viewing, and live sports, but no local CBS live station access.
The rebranding appears aimed at streamlining the messaging. As Showtime content is no longer exclusive to one tier, attaching its name to only one of them may have started to seem misleading or redundant.
A Brief History of the Paramount+/Showtime Saga
Paramount first announced plans to integrate Showtime programming into its flagship streaming service back in 2022, following a wave of media consolidation across Hollywood. At the time, Showtime — known for critically acclaimed hits like Yellowjackets, Billions, and Dexter — was a standalone subscription and linear cable brand.
By mid-2023, the company simplified its streaming portfolio, cutting down from four confusing tiers to two:
- Paramount+ Essential
- Paramount+ with Showtime
That move effectively folded Showtime into the main Paramount+ ecosystem, turning what was once a separate app and service into an embedded brand.
But with recent content sampling on the Essential plan, and ongoing changes in streaming competition, the “with Showtime” tag no longer seemed to serve a functional purpose — especially when Showtime is now available in both plans (to varying degrees).
So while this may look like a rebrand, it’s more of a naming realignment — one that simplifies the message to subscribers and reflects the blurred content boundaries between tiers.
Paramount’s Rebrand Echoes HBO Max’s Recent Pivot
This isn’t the first time a major streamer has changed its mind about branding. Earlier this year, Warner Bros. Discovery announced it would be reverting the “Max” name back to “HBO Max” — a dramatic reversal after the company had heavily marketed the “Max” platform in 2023 as a home for both HBO and Discovery content.
Now, Warner Bros. Discovery is doubling down on the HBO identity, after learning the hard way that removing one of TV’s most iconic brands from its name may not have been the best decision. Just like that situation, Paramount’s move suggests brand names still matter, even in an era where apps and content rule.
In Paramount’s case, removing “Showtime” from its Premium tier doesn’t mean Showtime is going anywhere. It remains a key content pillar of the streaming service — just less prominent in name, and more integrated within the broader Paramount+ experience.
What Happens to the Showtime Linear Channel?
Interestingly, while the streaming tier is getting a name refresh, the Showtime linear TV channel is keeping its co-branded identity. For now, it will continue to be known as “Paramount+ with Showtime” in its cable and satellite form.
In its support statement, Paramount reiterated:
“Showtime remains an important part of Paramount+, and is still prominently represented on the service.”
This hybrid approach indicates that Showtime’s brand equity still holds value, particularly in legacy TV markets and with audiences who closely associate the name with its decades of award-winning original programming.
What Viewers Need to Know
While branding can be confusing, the content remains unchanged—and that’s what really matters to most subscribers. Here’s a quick comparison of what you get with each Paramount+ plan:
| Feature | Paramount+ Premium | Paramount+ Essential |
|---|---|---|
| Monthly Price | $12.99 | $7.99 |
| Annual Price | $119.99 | $59.99 |
| Ads | No | Yes |
| Showtime Content | Full Access | Limited Sampling |
| CBS Live Local Station | Yes | No |
| NFL on CBS / Live Sports | Yes | Yes |
| Offline Downloads | Yes | No |
If you’re a Premium subscriber, rest assured: you’ll continue enjoying the full Showtime library, along with ad-free viewing, offline downloads, and live CBS feeds — all under the slightly simplified “Paramount+ Premium” banner.
Why It Matters in the Bigger Streaming Landscape
The Paramount+ rebrand is part of a larger industry-wide shift toward consolidation, simplification, and brand refinement. With streaming services competing not only for subscribers but also for recognition in a crowded market, how platforms present themselves has become more important than ever.
As companies bundle services, merge apps, and trim fat from their offerings, consumers are left navigating an ever-changing sea of names, logos, and tiers. It’s confusing — and frustrating — for many. But these moves reflect a push by media companies to stay competitive without alienating long-term users.
In that sense, Paramount+’s latest rebrand is less about reinventing the wheel and more about course correction. It’s an attempt to simplify the experience, clarify what users are paying for, and better position the platform for long-term relevance in a highly saturated space.
Final Thoughts: Small Change, Bigger Picture
So yes, Paramount+ Premium is once again just that — premium. And while “Showtime” may be gone from the title, its influence and content remain intact.
If you’re already a subscriber, this is a no-drama update: nothing is being taken away, and pricing remains the same. But for the streaming industry at large, it’s another example of how even the biggest platforms are still trying to find the perfect balance between branding, content, and clarity.
Read Also: