How to Reach Every Audience with One CTV Buy

Across households, streaming has become a shared experience again.

Parents, kids, roommates, couples. Everyone is watching something, often together, often on the same screen. In fact, 75% of viewers agree that household streaming with someone else is “quality time.”

That’s what makes connected TV advertising different. You’re not reaching one person mid-scroll. You’re showing up during the moments that people are actively choosing to spend their time with.

And across Paramount’s ecosystem, those moments span every audience.

No matter who your audience is, you can reach them on Paramount

From Gen Z discovering new favorites to boomers rewatching classics. From sports fans to reality TV lovers to prestige drama audiences.

When you advertise on Paramount+ or across Paramount’s ecosystem, you’re accessing one of the largest pools of premium connected TV inventory across Paramount+, CBS, CBS Sports, FAST local channels on Pluto TV, and more.

And the scale reflects that:

• 1 in every 5 streaming minutes is driven by Paramount-Skydance content (1)
• Paramount+ is the #1 fastest-growing streaming subscription service for 3 years in a row (2)
• Paramount+ originals rank #1 in minutes viewed per episode vs other premium streaming platforms (3)
• Paramount+ delivers a 21% higher ad attention rate than other AVOD services (4)
• On PlutoTV, 94% of viewers say the ad experience is as good or better than similar platforms (5)

That’s what makes buying TV advertising with Paramount Ads Manager so powerful. Instead of chasing audiences across channels, you can reach them through one connected TV inventory ecosystem:

• Show up across premium and free streaming environments
• Align with high-attention content
• Scale through one self-serve connected TV ad inventory platform

Nostalgia + new hits = built-in cross-generational reach

The real advantage comes down to the content mix. Paramount brings together classic TV, current hits, major events, and always-on streaming. So no matter how fragmented your audience is, chances are, you can find them here.

Hit TV lives here

These are the series people plan around. The ones that drive weekly viewing, social conversation, and repeat engagement. And that intent carries over to the ads that run alongside it.

• The Madison drove the biggest first-season launch of any Taylor Sheridan series, delivering 8M global views in its first 10 days and ranking as the #1 original season by views in its first week (6)
• Landman Season 2 was the #1 most-watched streaming series for two weeks post-premiere (7) and is averaging 20M viewers per episode (8)
• Tulsa King finished Season 3 as a Top 10 original series across all SVODs (9)
• Tracker averages 18M viewers per episode (10)
• CBS Midseason Premiere Week made CBS home to 3 of the top 4 shows across all broadcast and streaming (11)
• • #1 MARSHALS (20.6 million viewers)
• • #2 TRACKER
• • #3 SURVIVOR
• • #1 News Program: 60 MINUTES

Culture lives here

Paramount also owns some of the biggest cultural moments on TV, where audiences across demographics show up at the same time, so they can join in on the cultural discourse that inevitably happens around them.

• The 2026 GRAMMY Awards reached 15.8M viewers, making it the most‑watched awards show since last year's Oscars (12)
• The 2025 MTV VMAs reached 59M+ viewers (+63% YoY) (13)
• RuPaul’s Drag Race has 29 Emmy wins and ranks as the #1 reality show across key demos (14)

Sports mania lives here

Major sports events and franchises continue to deliver some of the highest attention in TV ad inventory. There’s a level of focus in these moments that’s hard to replicate elsewhere. Ads don’t compete with a scroll or a swipe. They’re part of the experience.

• NFL on CBS is the most-watched window in all of TV (15) and the 25-26 season was the most-watched regular season ever with 21M+ average viewers (16)
• UFC’s first Fight Night on Paramount+ drew 5M streaming views and reached 7M+ households, making it the biggest live event in Paramount+ history (17)
• And with 350+ hours of live UFC content planned each year, there’s potential to reach 53M+ total UFC fans (18)
• UEFA & other soccer coverage on CBS Sports drove 157M+ streams in 2024 (+15% YoY) (19) and overall there’s been a 45% increase in American soccer fandom in the past 5 years (20)
• Golf coverage like The Masters and PGA delivered 230M+ minutes streamed in 2025 (21)

Nostalgia lives here

Some of the most consistent viewership still comes from familiar favorites and classics people come back to again and again.

These are the shows that don’t really go away. They get rewatched, quoted, and passed down. What started as “comfort viewing” for one generation often becomes discovery for another.

• I Love Lucy
• Cheers
• Frasier
• The Twilight Zone
• Forrest Gump

It’s common to see these shows playing in the background of everyday life, or introduced to someone watching for the first time. That mix of familiarity and rediscovery creates a different kind of viewing environment. One where audiences are already engaged before your ad even shows up.

Plan around the moments that matter

The best campaigns don’t just focus on who you reach. They focus on when you reach them.

That’s where our new Paramount calendar & advertising strategy comes in. Using the CTV Guide, advertisers can align campaigns to:

• Major premieres
• Sports events
• Cultural tentpoles

Ready to advertise on Paramount?

With Paramount Ads Manager, you can:

• Access premium connected TV inventory across Paramount+, CBS, Pluto TV, and more
• Launch campaigns through a self-serve advertising platform
• Target by location, demographics, and audience signals
• Measure performance with real-time reporting

No matter who your audience is, they’re already watching. Now it’s just about showing up.

Sign up today. Get your brand on TV tomorrow.

Sources:

• 1 Nielsen Streaming Content Ratings, National Sample. Persons 2-99, 1Q25 - 3Q’25. Top 500 Shows per Quarter
• 2 Antenna Research - Share of SVOD Sign-Ups, Jsn 2023-Dec 2025, US Only
• 3 Nielsen National Panel. 2025. P2+. Flight+ Start Date +35 days. Includes following Nielsen Originators: SCR Paramount+, SCR Disney+, SCR Netflix, SCR Amazon, SCR Peacock, SCR Hulu, and SCR Max Originators Only
• 4 TVision, 4Q’25. Attention to Duration. Competitive set: Netflix, Hulu, HBO Max, Disney+, Prime, Peacock; Disney Streaming includes SCR Disney+ & SCR Hulu
• 5 Pluto TV User Exploration 2025
• 6 Paramount+ Global Internal Metrics, First ten days of Ep 1. Views defined as Total Minutes/ Runtime. Domestic based on D2C, Channels and Wholesale/MVPD/vMVPD. International based on D2C + ALC + HB where data avail. & Luminate Film & TV Streaming Viewership, Views from March 13-19, 2026/March 20-26, 2026
• 7 Nielsen SCR, FSD+7
• 8 Nielsen SCR National Panel. P2+. 11/15/25-1/18/26 . Flight + Start Date = 35 Days. As of 2/12/26
• 9 Nielsen SCR, FSD+7
• 10 Nielsen NPM C7 data 10/13/24-5/11/25; Ranker 9/23/24-5/25/25 Prime Regular programming excluding special
• 11 Nielsen Panel+ Big Data P2+ Prime AA, L+7, 2/23-3/01/2026 + Nielsen SCR, 7-Day Total Flight for streaming
• 12 Nielsen. Big Data + Panel. L7. 2.1.26 (8p-1103p) vs. 2.2.25 (8p-1116p). Reach based on 1 Minute Qualifier. Viewed Live = Live%/Live +7. CBS
• 13 Nielsen Panel-only, Live+7, 09/07/2025; simulcast on CBS, MTV, and Paramount+
• 14 Nielsen L3 Ad supported cable progarms 1Q25 (12/30/24-03/30/25) Wednesdays Prime (7p-12a)
• 15 Nielsen Big Data+ Panel, Live + SD, 9/4/25 - 1/25/26; excludes Super Bowl
• 16 Nielsen Big Data + Panel, Live + SD, 9/4/25 - 1/4/26
• 17 Internal Paramount Streaming Data
• 18 YouGov USA Profiles+ Oct 2024, based on adults18+ “fan” = top-two box interest
• 19 Source: 2024 Fall Doublebase GfK MRI weighted to Population (000) - Base: All)
• 20 Nielsen Fan Insights: April – June 2025, Kantar Sports Monitor: 2025, The Harris Poll: 2025
• 21 Nielsen NPM, LSD, 2024 vs 2025 PGA TOUR on CBS, Masters, PGA Championship