Paramount Skydance has redesigned its Paramount+ app to capitalise on the growing popularity of short-form video, as streaming platforms increasingly compete for user attention on mobile devices.
As per reports, the updated version of the app is currently available to Apple iPhone users, and features a scrollable feed of bite-sized content including sports highlights, news clips, trailers and UFC segments. The move is aimed at encouraging users to open the app multiple times a day, mirroring engagement patterns seen on platforms like TikTok and Instagram.
The company is also exploring additional features such as real-time statistics during live UFC events and interactive elements to deepen user engagement, according to sources familiar with the initiative.
Despite the push, Paramount remains a relatively small player in the global streaming market, accounting for around 2% of app-based streaming in the first quarter of 2026, trailing rivals like Netflix, HBO Max and Peacock.
Media reports also suggest that the company may further expand its strategy by collaborating with digital influencers or experimenting with microdramas. Competitors are also adopting similar approaches, with platforms integrating social media-style features to drive engagement and attract younger audiences
The app revamp is part of a broader overhaul of Paramount’s streaming ecosystem, including Pluto TV, as the company looks to boost user growth and appeal to advertisers in an increasingly competitive market.
