Paramount+ is exploring video podcasts, aiming to boost discovery and engagement, while also testing interactive features and content integrations.
Paramount+ is moving beyond straight streaming toward a format many users already consume daily: podcasts—potentially in video form—after Netflix proved there is audience appetite for the hybrid.
The plan. reported from inside Paramount’s streaming product discussions. centers on adding video podcasts to Paramount+ under CEO David Ellison.. A Paramount+ streaming executive said video podcasts could improve engagement and help new audiences discover shows more easily. positioning the company to compete in a crowded attention economy.
Paramount has been laying groundwork for this kind of expansion.. The service has already introduced short-form video features and is also looking at interactive tools. and executives now appear to be testing whether video podcasting can connect those ingredients into a more compelling browsing experience.
During a Thursday meeting with tech and product staffers. Paramount Skydance streaming executives described video podcasts as a growth opportunity. according to a recording of the call.. Dan Reich. Paramount’s EVP of streaming product. outlined a goal of getting “more of the video podcasts” onto the platform and “slice” them into segments so the service can more effectively surface portions to viewers.
Reich’s rationale was closely tied to how people behave on mobile and social apps.. He pointed to the role of autoplay and argued that users can be nudged into watching when there’s an expectation that content is already playing. drawing a comparison to TikTok’s success with that pattern.. He also framed podcasts—and the short-form video Paramount+ has been investing in—as tools for improving both “long-form discovery” and viewing itself.
Netflix’s early move helped set the tone for this shift across Hollywood streaming.. In January. Netflix added video podcasts. becoming the first major Hollywood streamer to push into a format that has long been dominated by YouTube.. The underlying idea is that podcast-style content can travel farther through discovery systems and viewing flows. not just through traditional audio feeds.
For Paramount, internal messaging emphasized experimentation rather than a single, fixed product bet. A person familiar with Paramount’s approach characterized the podcast push as an exploration, tied to a wider culture of testing new ideas in technology and media.
As part of that effort. Paramount has been in discussions with conservative podcaster Katie Miller about a distribution deal. it was reported.. Talks have also included podcast groups such as Jubilee Media. indicating Paramount is looking to broaden the kinds of voices and programming that could live inside Paramount+.
Ellison’s company currently distributes several podcasts. including series tied to popular Paramount network shows such as “Yellowstone” and “Survivor. ” as well as podcasts from late-night hosts Jon Stewart and Stephen Colbert.. Those podcasts do not currently appear on Paramount+. but executives appear to be considering how to connect existing audio properties with the streaming platform’s video-first discovery tools.
Hugh Williams. a former Google executive who recently joined Paramount as an EVP and “Executive in Residence. ” told employees he was “pretty excited about podcasts. ” describing the opportunity as a welcome entry into the space.. His reaction underscored that the effort is not only about licensing or content supply. but also about product momentum and what audiences may start expecting from Paramount+.
The internal timeline suggests Paramount is moving in phases rather than indefinitely.. The initiative to add podcasts began in early January. with a target end date listed as July 7 on an internal project management dashboard screenshot. according to the report.. A separate screenshot also referenced the podcast work as a “key priority,” signaling leadership attention and near-term execution pressure.
Executives also discussed possible ways podcasts could be represented on the service. Podcasts on Paramount+ could appear as standalone series, be tied to franchise properties, or function as companion content such as an “aftershow,” as described in the project dashboard materials.
That product direction comes as Paramount+ continues to bolster its broader library and on-platform experience.. Reich said his team is working with Paramount’s news and sports units to incorporate clips into the streamer.. He specifically referenced collaboration with CBS Sports and CBS News to bring sports highlights and news highlights into Paramount+. framing the volume of that content as a competitive advantage against streamers without similar breadth.
Beyond content integration, Paramount+ has been building a more interactive, scroll-friendly interface.. The company added a short-form video feed on iOS mobile devices in April. which was listed as a top first-quarter priority.. The podcast effort appears to sit alongside those moves as Paramount tries to keep users engaged during the daytime and outside traditional prime-time viewing patterns.
Interactive ambitions extend further than podcasting. Williams pointed to potential enhancements such as sports scores, multiple ad formats, and “shoppable scenes,” suggesting Paramount is aiming to turn the platform into more than a destination for passive watching.
Meanwhile, Paramount is also reworking its technology footprint. The company is combining the tech platforms for Paramount+ and Pluto TV this summer, with key technical teams brought together to support the integration.
Taken together. the podcast exploration points to a wider strategic theme: streaming services are racing to shape how discovery happens. not just what appears on a home screen.. If Paramount+ can successfully package podcasts with video-like engagement mechanics—through segmentation. autoplay behavior. and companion formats—it could strengthen daily usage and make its existing content ecosystems feel more interconnected for viewers.
For now, Paramount’s internal experimentation plan will be watched closely.. The July 7 target date and ongoing negotiations with external podcast creators will be key indicators of whether video podcasting becomes a durable feature—or remains a limited test within the platform’s evolving product lineup.
Paramount+ podcasts video podcasts Netflix streaming David Ellison streaming product interactive features CBS News and Sports