At Adweek’s Convergent TV Summit this week, Viacom’s Sean Moran shared how the company plans to continue pivoting from linear broadcasting to cord cutting.
Viacom bought Pluto TV, a free ad-supported streaming service, in March. Moran says half of Pluto TV viewers are cord cutter or cord-nevers. Pluto has reached 18 million monthly users and Moran says the platform has also seen a 6% increase in ad earnings during the third quarter.
“Everyone’s looking how to cut through the clutter,” he said, according to Adweek. “All the clients are looking for ways to make their dollars go further, cut through with new creative and translate these into results.”
While the move toward cord cutting seems to be paying off for Viacom, Moran says that not everyone has been on board with changes like Viacom Vantage, a platform the company created in 2015 to give advertisers easier access to data about customer viewing habits.
When asked about expanding Pluto TV to additional global markets, Moran said “Where it makes sense, we’re going to be there.” The service launched in Europe last year and is currently available in the US, UK, Germany, and Austria. Sadly Moran stopped short of naming new possible markets.
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