As a result, the streaming service has already registered more than 64 million active monthly users worldwide.
Paramount’s free television streaming service, which has been operating in the country for just over a year, has been gaining more and more space in streaming, one of the markets that grew the most during the pandemic. With Live TV and On Demand content, the platform currently brings together more than 66 channels of films, series, reality, animation, documentaries and others, thus adding up to more than 13 thousand hours of programming.
With an advertising-based business model, the platform offers a fluid and free experience, without the need for any bureaucracy. “Our proposal is for people to have fun when they join Pluto TV, whether it’s accessing our series, movies and VOD content via smart TVs, smartphones or the web”, says Denis Onishi, Paramount’s business director. “And they have responded to our invitation, which shows that we are on the right path and that our format has been very well received by the Brazilian public”, he adds.
The scenario, with the expansion of internet consumption and the increase in the number of connected TVs in the country, should further boost the segment and benefit companies that offer great value for money for users, such as Pluto TV.
Research by Paramount, User Exploration shows, for example, that Pluto TV’s commercial model, with a 2-minute break for every 10 minutes of content, is positively evaluated by users – 89% are satisfied with the amount of advertising on the platform and 92 % say that ads help them in the process of discovering, informing and making decisions about brands, products and content. Also, they pay more attention when ads are displayed on the platform compared to other tools like AVOD or social media.
With these numbers, it’s not surprising that 88% of users say they love or think Pluto TV is great – on similar services, the result was 29%, according to User Exploration. All these achievements in Brazil are also accompanied by superlative numbers worldwide. The platform currently has more than 64 million active monthly users worldwide and in 2021 it ranked #5 in the “entertainment” category of app stores, according to data up to October from Sensor Tower.
Ideal platform for campaigns
The new step in the trajectory is the FAST (Free Ad-supported Streaming TV) concept, which positions the platform as ideal for receiving campaigns from the most different market segments, guaranteeing high rates of VTR (View-Through-Rate), CPCV ( cost per view completed) extremely competitive and brand safety, curated 100% by Paramount.
With the positioning, the company wants to attract more brands and help them to impact new audiences, from segmented and four-handed actions. Among the models, Pluto TV offers, for example, content co-creation projects, branded playlist, channel sponsorship and brand lift surveys.
