ViacomCBS

Major US media conglomerate and premium video advertising seller, operating across linear TV, digital, and streaming platforms during its 2019–2022 corporate identity period.

ViacomCBS was the corporate name used from December 4, 2019 to February 16, 2022, representing the reunified media conglomerate formed when CBS Corporation and Viacom Inc. completed their re-merger. The two companies had originally been a single entity before splitting in 2006, and their reunion created one of the largest media and entertainment companies in the world, combining iconic brands such as CBS, MTV, Nickelodeon, BET, Comedy Central, Paramount Pictures, and the Paramount Network under a single corporate umbrella. During its roughly two-year existence under the ViacomCBS name, the company aggressively pursued its streaming strategy, most notably through the relaunch and expansion of Paramount+ (formerly CBS All Access) in March 2021, as well as the continued growth of Pluto TV, the free ad-supported streaming television (FAST) service acquired in 2019. These moves positioned ViacomCBS as a formidable competitor in the rapidly evolving streaming wars against Netflix, Disney+, and HBO Max, leveraging its vast content library spanning film, scripted television, news, and live sports. In the AdTech and advertising ecosystem, ViacomCBS was significant as a major seller of premium video advertising inventory across both linear television and digital/streaming platforms. The company operated EyeQ, its advanced advertising platform that unified its streaming and digital video inventory, offering advertisers data-driven targeting and measurement capabilities. On February 16, 2022, ViacomCBS officially rebranded to Paramount Global to elevate the Paramount brand as the centerpiece of its streaming and content strategy, with the company continuing to operate today under that name.