Paramount Introduces Programmatic Access to Marquee Live Sports on Paramount+
Rhea-AI Summary
Paramount (Nasdaq: PSKY) launched programmatic, in-game buying for select commercial ad units during marquee live sports on Paramount+, beginning with UFC 324: GAETHJE vs. PIMBLETT on January 24, 2026. The offering gives advertisers guaranteed, real-time placements for preliminaries and Fight Nights in the U.S., while Numbered Event main cards remain exclusive to Streaming Fixed Units. The company will distribute programmatic inventory via Amazon DSP, Google Display & Video 360, The Trade Desk and Yahoo DSP and extend campaigns across Paramount+ and Pluto TV.
Positive
- First-ever real-time programmatic guaranteed placements on Paramount+
- Launch tied to UFC 324 on January 24, 2026 for peak audience reach
- Direct partnerships with Amazon DSP, Google DV360, The Trade Desk, Yahoo DSP
- Programmatic option expands ad demand across Paramount+ and Pluto TV
Negative
- Programmatic inventory limited to U.S. preliminaries and Fight Nights
- Numbered Event main cards sold exclusively as Streaming Fixed Units
Key Figures
Market Reality Check
Peers on Argus
PSKY was down 2.12% with heavier volume while key peers like WMG, NWS, NWSA and TKO also showed modest declines and FWONA rose slightly, suggesting a stock-specific move rather than a unified sector reaction.
Historical Context
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
| Jan 14 | CFO appointment | Positive | -2.1% | New CFO and board refresh aimed at strengthening financial leadership. |
| Jan 12 | Content announcement | Positive | +0.8% | New CANADA SHORE series and Snooki guest appearances on Paramount+. |
| Jan 12 | M&A offer update | Positive | +0.8% | Update to WBD shareholders on advancing superior $30 per share offer. |
| Jan 08 | Content promotion | Positive | -0.8% | Global premiere plans and marketing materials for CANADA SHORE series. |
| Jan 08 | M&A offer reaffirmed | Positive | -0.8% | Reaffirmation of $30 all-cash offer and financing details for WBD deal. |
Recent news has produced mixed reactions, with both content and strategic deal headlines sometimes met by negative price moves.
Over the last few weeks, PSKY has issued a mix of strategic, management, and content announcements. A new CFO and board changes on Jan 14, 2026 coincided with a -2.07% move. Multiple news items around the CANADA SHORE series and a reaffirmed $30 per-share cash offer for Warner Bros. Discovery on Jan 8, 2026 saw both modest gains and declines (from -0.81% to 0.75%). Today’s advertising-tech-focused streaming sports update fits into this pattern of frequent strategic positioning around Paramount+ and broader corporate initiatives.
Market Pulse Summary
This announcement highlights PSKY’s push to modernize advertising on Paramount+ by enabling programmatic access to live, in-game sports inventory, starting with UFC® 324 on January 24. It complements existing Streaming Fixed Units and leverages partnerships with major DSPs to sell private marketplace, biddable inventory. In recent months, the company has also emphasized new content launches and a proposed $30-per-share WBD offer. Investors may watch uptake of these ad products, UFC audience performance, and subsequent financial disclosures to gauge impact.
Key Terms
programmatic buying technical
private marketplace financial
dsp technical
AI-generated analysis. Not financial advice.
Launching with UFC's Debut Event on Paramount+ on January 24 — Giving Marketers Real-Time, Guaranteed Entry to Fans During Peak Excitement for Maximum Reach and Relevance
Programmatic inventory availability will complement the success of Streaming Fixed Units to deliver high-impact visibility built around Paramount+'s most coveted sports programming.
"This initiative underscores Paramount's commitment to media modernization, expanding opportunities for marketers to show up during the biggest and buzziest moments of scaled audience attention," said Jay Askinasi, Chief Revenue Officer, Paramount. "By bringing guaranteed positions to the streaming sports stage, both directly and programmatically, we're widening the aperture for more advertisers to tap into the passion, energy and engagement of live sports with the agility, optimization and precision of digital."
Through partnerships with Amazon DSP, Google's Display & Video 360, The Trade Desk and Yahoo DSP, Paramount will offer private marketplace, biddable ad inventory for UFC's full slate of Numbered Events preliminaries and Fight Nights in the
Advertisers can also continue to activate campaigns spanning Paramount's digital portfolio of leading sports programming through Paramount Streaming content bundles, driven by the company's accelerated momentum across Paramount+ and Pluto TV.
About Paramount, a Skydance Corporation
Paramount, a Skydance Corporation (Nasdaq: PSKY) is a leading, next‑generation global media and entertainment company, comprised of three business segments: Studios, Direct-to-Consumer, and TV Media. The Company's portfolio unites legendary brands, including Paramount Pictures, Paramount Television, CBS – America's most-watched broadcast network, CBS News, CBS Sports, Nickelodeon, MTV, BET, Comedy Central, Showtime, Paramount+, Pluto TV, and Skydance's Animation, Film, Television, Interactive/Games, and Sports divisions. For more information, please visit www.paramount.com.
View original content:https://www.prnewswire.com/news-releases/paramount-introduces-programmatic-access-to-marquee-live-sports-on-paramount-302666295.html
SOURCE Paramount Skydance Corporation
FAQ
What did Paramount announce for advertisers about live sports on PSKY on January 21, 2026?
Which UFC events on Paramount+ are available programmatically for advertisers via PSKY inventory?
Which demand‑side partners will carry Paramount's programmatic sports inventory for PSKY?
When does the programmatic offering on Paramount+ begin for PSKY advertisers?
How does Paramount's change affect advertisers seeking guaranteed spots on PSKY live sports?
