Paramount explained the rebrand stems from its recent decision to offer some Showtime programming on its cheaper Essential plan. According to the company's customer support page, "the Premium plan name reflects the broad and diverse offerings across both plan tiers"12.

The company emphasized that Showtime content "remains an important part of Paramount+ and is still prominently represented on the service," according to Adweek2. Premium subscribers will continue receiving the same content, including Showtime series like "Dexter: Original Sin," "The Chi," and "Yellowjackets"1.

The linear "Paramount+ with Showtime" channel available through cable and satellite providers will retain its current name, creating a clearer distinction between the streaming and traditional television offerings32.

The rebrand represents the latest evolution in Paramount's streaming consolidation efforts. In 2023, the company integrated its standalone Showtime service into Paramount+, ending the 47-year-old Showtime brand as an independent entity1. The standalone Showtime streaming app was subsequently shut down in early 202423.

The move comes as other major streamers undergo similar identity changes. Warner Bros. Discovery recently announced plans to rename its "Max" service back to "HBO Max" later this year, reversing a 2022 rebrand24.

The timing coincides with Paramount Global's ongoing merger discussions with Skydance Media, a deal currently under review by the Trump administration12. Paramount reported 79 million global streaming subscribers at the end of the first quarter of 202534.

The rebrand may help reduce subscriber confusion that emerged when both the linear channel and streaming tier shared identical names but offered different content packages5.