Paramount+ has quietly transformed its top-tier offering, formerly known as “Paramount+ with SHOWTIME,” into “Paramount+ Premium,” effective June 23, 2025. This change was communicated to subscribers through a support post and updated sign-up pages, marking the end of the somewhat clunky “with SHOWTIME” nomenclature for the ad-free tier that bundles in SHOWTIME’s library. Though the content lineup and pricing remain unchanged—$12.99 per month or $119.99 annually—the new name aims to streamline branding and reflect the service’s evolving content strategy.

The merger of SHOWTIME’s standalone service into Paramount+ traces back to early 2023. Paramount Global announced plans on January 30, 2023, to fold the direct-to-consumer SHOWTIME streaming app into its premium Paramount+ tier, culminating on June 27, 2023, when SHOWTIME’s standalone offering ceased operations and its content fully migrated into Paramount+’s premium plan. Prior to that, subscribers could subscribe separately to SHOWTIME or bundle it with Paramount+; after the consolidation, only the combined tier remained for streaming subscribers. The cable-branded SHOWTIME channels, however, continued to use the “Paramount+ with SHOWTIME” badge in certain contexts, even as the standalone app was sunsetted.

Paramount’s stated rationale centers on reflecting a “broad and diverse offering across both plan tiers.” With selective SHOWTIME programming—such as early seasons of hit series—now trickling into the lower-priced Essential plan, Paramount argues that “Premium” better denotes the full ad-free experience and expansive library, without tethering the name explicitly to SHOWTIME alone. From a marketing perspective, detaching the SHOWTIME name may prevent confusion among new subscribers who might not realize that SHOWTIME content is partially available on the Essential tier and fully available on Premium. In effect, the rebrand acknowledges that Paramount+ is no longer just a CBS-and-Paramount library but a multi-faceted service with content spanning news, sports, originals, and premium cable fare.

This move aligns with broader industry patterns where streaming platforms reassess and simplify branding. Warner Bros. Discovery’s decision to revert from “Max” back to “HBO Max” (and then again adjust branding) illustrates the challenges of maintaining clear consumer messaging in a crowded market. As streaming services mature, legacy names like SHOWTIME may carry prestige but also risk feeling siloed when integrated into larger services. Simplifying tier names can help new or price-conscious consumers understand offerings without overemphasizing legacy brands. Moreover, as companies pursue mergers—Paramount’s pending Skydance deal looms large—having a unified, scalable naming strategy becomes increasingly valuable.

Paramount+ has been on a growth trajectory: as of Q1 2025, the service reached approximately 79 million global subscribers, an 11% year-over-year increase, and delivered 1.5 million net additions in the quarter. Streaming revenue climbed around 16% year-over-year, with churn improving by about 130 basis points. The rebrand itself is unlikely to sway subscribers immediately, given that pricing and content remain steady; however, clearer messaging might aid in retention and acquisition, particularly among consumers evaluating multiple services. For subscribers already on the Premium tier, the experience remains identical: access to the full SHOWTIME catalog, Paramount+ originals, live CBS broadcasts, and features like downloads and multiple profiles persist unchanged.

Under the “Paramount+ Premium” banner, subscribers still enjoy ad-free streaming (outside of live TV), full access to SHOWTIME’s library—including series like Yellowjackets, Billions, and Dexter—plus Paramount+ originals such as Star Trek spinoffs and Yellowstone installments. Live CBS news and sports coverage also remain features of the premium tier, alongside offline downloads and multi-device support. The Essential plan, priced lower, now includes select SHOWTIME titles (e.g., early seasons of hit shows), further blurring the lines between tiers and motivating some users to step up to Premium for complete libraries.

Despite the streaming rebrand, cable and satellite operators may still market SHOWTIME-associated bundles under the “Paramount+ with SHOWTIME” label for now, potentially prolonging confusion among subscribers accustomed to legacy naming. Forums and social chatter reveal that some users find the shifting names bewildering: long-time SHOWTIME subscribers wonder where to find Paramount+ originals, while new sign-ups may misinterpret what “Premium” entails. Paramount will need clear communication—via support articles, in-app messaging, and partner touchpoints—to ensure subscribers understand that “Premium” equals the former “with SHOWTIME” tier in all substantive respects.

The rebrand may presage deeper integration efforts: as Paramount Global edges toward its merger with Skydance Media, a leaner, more unified streaming identity could facilitate cross-promotion and streamlined offerings in a larger corporate structure. Content strategy remains key: Paramount+ has leaned heavily into high-profile originals (e.g., Landman, 1923) and library strengths, driving engagement and subscriber growth. By positioning Premium as the ultimate all-access pass, Paramount+ can better showcase its full slate, from blockbuster theatrical releases post-window (e.g., Top Gun: Maverick) to exclusive series and live events. Internationally, the service’s branding will also need coherence; localized partners (e.g., Voot Select in India, SkyShowtime in Europe) must align messaging to prevent fragmentation.

For existing subscribers on the top tier: no action is required beyond noting the new “Paramount+ Premium” label on billing statements and app menus—your access and cost remain the same. Those on the Essential tier should explore the sampling of SHOWTIME content now available and decide if the full library on Premium justifies the upgrade. New customers signing up will see “Premium” presented as the ad-free tier with comprehensive content; clear on-screen explanations can help them understand the value proposition without revisiting old “with SHOWTIME” branding. Any questions can be addressed through Paramount+ support channels, which have been updated to reflect the name change.