https://www.bloomberg.com/news/feat...struggles-leave-shari-redstone-exploring-sale
How Paramount Became a Cautionary Tale of the Streaming Wars
Shari Redstone inherited her father’s storied media empire and tried to take on Netflix. Now it’s looking for a buyer.
By
Lucas Shaw
February 16, 2024 at 5:00 AM CST
"Sumner Redstone was a buyer, not a seller. Starting in the mid-1980s, he built his family’s movie theater chain into one of the world’s most valuable media companies, Viacom, through high-profile acquisitions. He outmaneuvered peers to acquire a legendary broadcast network (CBS), an iconic studio (Paramount Pictures) and popular cable channels (Nickelodeon and MTV).
Redstone relished his Hollywood lifestyle. He attended premieres, cycled through young girlfriends and hosted stars at his Los Angeles mansion. He couldn’t imagine surrendering any part of his company. In 2016, when then-Chief Executive Officer Philippe Dauman tried to sell a minority stake of Paramount studio—the company was struggling, and he was trying to raise money—the 93-year-old Redstone ousted Dauman, his longtime lawyer and protégé, from the company. “Viacom is at the center of my life,” Redstone, a lawyer himself, wrote in his memoir, A Passion to Win. “It is my world.”
Redstone died in 2020. Unfortunately for his heirs, the foundation on which he built his world—movies and cable TV—is crumbling. The number of people who pay for live-TV service has dropped about 30 million from its peak of more than 100 million starting in 2010; meanwhile, domestic moviegoing has plummeted to all-time lows. Redstone’s TV networks have been hit especially hard because their primary audience, viewers under the age of 34, have all but abandoned cable for Netflix, TikTok and
YouTube. The company, now known as Paramount Global, has tried to offset the damage by cutting costs. But the lack of investment has only accelerated the loss of viewers and advertisers. Paramount’s TV ad sales are projected to have fallen $1 billion last year.
Sumner’s daughter, Shari, who took over for her father as chairman, thought that streaming would save the company. She’s spent billions of dollars on original series for its flagship service, Paramount+, producing spinoffs of hit shows such as Yellowstone and expanding the Star Trek universe. Yet all that spending hasn’t attracted a large audience. Paramount+ accounted for less than 1% of TV viewing in November, behind not only Netflix and Hulu but also Peacock, the Roku Channel and Tubi. Paramount’s streaming business is projected to have lost about $1.5 billion in 2023, dragging down earnings for the entire company. (Paramount has said that its losses likely peaked last year.)
Paramount isn’t the only traditional media player that doesn’t exactly have a success story to tell these days. The collapse of cable TV and the rise of streaming have wreaked havoc on the entertainment business, prompting widespread layoffs, two labor strikes and consolidation. “The whole industry is guilty of mistakes,” says Rich Greenfield, an analyst with LightShed Partners, a tech, media and telecommunications research company. Even Walt Disney Co., the mightiest of the entertainment giants, has had to fire thousands of employees and slash billions of dollars from its programming budget.
Although “you can’t singularly penalize” Paramount in such a tumultuous media moment, Greenfield says, the company has a smaller margin for error than most of its peers. Disney has lucrative theme parks, and Warner Bros. Discovery Inc. owns the largest TV studio, but Paramount made all its profit last year from traditional TV networks, according to projections—which is why Wall Street has all but given up hope. The company’s market capitalization has plunged below $9 billion, less than a third of what it was five years ago. With more than $16 billion in debt and little cash coming in, Paramount has had to slash the dividend it pays to National Amusements Inc., the Redstones’ holding company. Paramount’s decline has also forced Shari Redstone to contemplate what her father would never: a sale of the family business.
For the past several months, Redstone has been conducting an informal auction, according to more than a dozen interviews with people involved in the process, such as current and former employees, financial advisers and bidders. She’s held discussions about selling control of Paramount to suitors including budding media mogul David Ellison, private equity firm Apollo Global Management Inc. and Warner Bros. Discovery, home to HBO and CNN. Former stand-up comedian Byron Allen has made two separate bids for Paramount, the first of which the company rejected. There’s still a pretty good chance no deal will happen; high interest rates and a federal government that’s wary of mergers both stand in the way, as does Paramount’s sinking share price.
If Redstone can’t find a solution, the company will be in danger of becoming an industry stalwart whose downfall exposes the deterioration of an entire sector. Paramount’s decline jeopardizes the future of its namesake studio, an almost 112-year-old institution that released The Godfather, Grease and Titanic. It also imperils CBS News, the home of Edward R. Murrow, Walter Cronkite and 60 Minutes. MTV, Nickelodeon and Comedy Central, which raised generations of kids, are already afterthoughts to anyone born this century.
The company’s troubles are also a warning sign for Hollywood, which looked to avoid the fate of newspapers, magazines and music—industries ravaged by the internet. But as media companies struggle to transition from cable to streaming, they’re surrendering the next generation of TV viewers to short-form video apps and services that tech giants in Silicon Valley and China own. So far, Hollywood has relied on restructuring and layoffs rather than innovation and growth, leading to questions about whether we’re in the last great age of TV."
Sumner Redstone split CBS from Viacom in 2006. He thought it would benefit the latter: Cable was booming—investors liked niche networks—and broadcast was seen as slow-growing and a drag on the stock. Shari opposed the move, one of several disagreements that prompted her to strike out on her own. After starting a venture capital company, among other projects, she returned to the family fold when she worried that two younger paramours were taking advantage of her father; she eventually ejected them from the family home. Redstone then spent years battling Dauman and then-CBS CEO Leslie Moonves (who didn’t want her meddling in his business) for control of her family’s two big media companies.
When Shari reunited CBS and Viacom in 2019, most media executives said it was too little too late. Netflix Inc. and
Amazon.com Inc. were already spending billions of dollars annually on original programming and had built streaming services with global audiences. (Dauman had spent more than $15 billion buying back Viacom stock rather than investing in the company’s future.) Facing this onslaught from Silicon Valley, some moguls decided to cash in rather than compete. Rupert Murdoch sold most of Fox’s entertainment assets to Disney. Jeff Bewkes sold Time Warner Inc. to AT&T Inc. But Redstone, a lawyer who was as pugnacious as her father was, was in no mood to surrender.
“There was a window during which she could have pursued a merger or sale,” says one former executive, who declined to be identified because of confidentiality clauses in their exit agreement. Netflix inquired about buying Paramount Pictures in 2019 and again in more recent years. “Shari was hesitant,” the executive adds. “She had inherited this legacy.”
Instead, Redstone decided to go all-in on streaming. On their own, neither CBS nor Viacom had the scale to compete with Netflix. Viacom had no paid streaming service and had licensed two of its most popular titles, Yellowstone and South Park, to rival services. CBS had All Access and Showtime, two niche services. But the combined company owned more than 140,000 TV episodes and 3,600 movies; it was the home of NCIS, SpongeBob SquarePants and Star Trek and had rights to the NFL. Surely, Redstone thought, that would be enough.
Crafting the streaming strategy fell to Bob Bakish, a former management consultant who joined Viacom in the late 1990s. Bakish had overseen the company’s international operations and was relatively unknown in US media. But with the executive ranks of both her companies hollowed out, Redstone thought Bakish—strategic, practical and, most important, loyal—was the right fit for CEO.
Bakish had the mandate to build a streaming service, but he didn’t have the balance sheet to pay for it. The merger created a company with $19 billion in debt. To raise money, Bakish sold real estate, including the famed CBS headquarters in New York, and tried to sell book publisher Simon & Schuster. (The government blocked the sale to a competitor but later approved a deal at a lower price to private equity firm Kohlberg Kravis Roberts & Co.) He also cut costs at the company’s cable networks, gutting executive teams and programming budgets.
In 2021, Redstone and Bakish unveiled Paramount+, their answer to Netflix. The service included original movies from Paramount, a reboot of MTV’s The Real World and spinoffs of Yellowstone. Bakish advertised Paramount+ as a “mountain of entertainment,” a play on the snowy peak in the Paramount logo. The service arrived months after similar offerings from Disney, Apple Inc. and Comcast Corp., companies that dwarfed Paramount in sales and profit.
Paramount+ defied skeptics by growing more quickly than anyone anticipated. Despite its late start, the service amassed more than 50 million customers—and was adding more people in the US than any competitor. (This is still true.) Paramount’s other streaming service, Pluto TV, was growing even more quickly. Bakish had acquired the free, ad-supported business, which has hundreds of niche live channels, for only $340 million in 2019, and it was now worth billions. “The strategy we have is indisputably working,” he told Bloomberg News in September 2022. That year, Paramount released the highest-grossing movie in company history, Top Gun: Maverick, at the same time it had the most-watched drama on cable, Yellowstone.
But the company’s investment in Paramount+ couldn’t have had worse timing. It had started adding millions of customers just as rising inflation and a war in Ukraine changed how Wall Street evaluated companies. Fast growth and losses were out; profit was in. Making matters worse, Netflix’s growth stalled at the start of 2022, causing investors to worry that streaming had peaked. Whereas Netflix had spent years building toward profitability, most other companies were trying to replicate its success within an accelerated time frame. Streaming growth across the industry slowed right when companies were experiencing their worst losses.
As Paramount’s stock languished, David Nevins saw an opportunity. The former head of Showtime thought he should’ve been put in charge of programming strategy for Paramount+, given his role in creating hit shows such as Billions, Dexter and Weeds. But Bakish didn’t think Nevins’ tastes were broad enough. The company’s biggest hits were shows such as Blue Bloods and Yellowstone, not Showtime dramas. Bakish instead split oversight among multiple executives, including Nevins, who left at the end of 2022. Now on the outside, he put together financing to try to buy Showtime.
Teaming up with private equity firm General Atlantic, he offered more than $3 billion for his old network. Given Paramount’s need for cash, this seemed a no-brainer to Nevins and his financial advisers. Paramount rebuffed the offer, claiming Showtime was worth at least $5 billion. Some board members thought Paramount should take the money, but Bakish convinced them he could make more by milking Showtime for cash and folding it into Paramount+. He also had another deal in the works. He wanted to sell BET.
A touchstone of the Black community, Black Entertainment Television LLC had its own studio and a streaming service partly owned by filmmaker Tyler Perry. But it was missing out on ad dollars because it was owned by a White family, according to several people who spoke to Bloomberg Businessweek; industry experts told Bakish that advertisers would spend more money on BET if it could say it’s a Black-owned business. So he got a who’s who of Black media figures to bid, including Perry, Sean “Diddy” Combs and Allen. Bids topped $2 billion, but Paramount refused to sell for less than $3 billion. After rejecting the offer for Showtime and failing to sell BET, many Paramount employees and even some board members questioned Bakish’s handling of the sales. “We got an unsolicited offer for Showtime [from Nevins]. We looked at it. And the reality is it wasn’t that interesting to us,” Bakish said last year. (He hasn’t addressed the BET negotiations.) Paramount has been holding talks of late to sell BET to Scott Mills, its current CEO, along with outside investors.
Redstone’s doubts ran deeper. Paramount’s woes had forced the company to slash the dividend it pays to shareholders, thereby creating financial problems for her family. National Amusements relied on the cash infusions from Paramount to sustain its chain of struggling movie theaters and to pay off its debt. Last May, National Amusements raised $125 million by selling a stake to an investment firm founded by computer billionaire Michael Dell and investment banker Byron Trott. “What they’ve done to the balance sheet by competing with Netflix has created real financial problems,” LightShed’s Greenfield says. The value of the Redstone family’s stake in its media companies has dwindled from more than $5 billion in 2015 to about $1 billion today. Trott is now advising Redstone on a potential sale of National Amusements."