Hollywood
Paramount Skydance to fuse HBO Max and Paramount+ in $110 billion megadeal
Ellison vows reinvention, not retrenchment, as combined group eyes 200m subscribers and $69 billion revenue
LOS ANGELES: Streaming’s latest land grab is colossal. Paramount Skydance Corp. will combine HBO Max and Paramount+ into a single platform after signing a $110 billion deal to acquire Warner Bros. Discovery Inc..
The transaction, formally inked on 27 February, is expected to close in the third quarter, subject to shareholder and regulatory approval. Paramount agreed to pay $31 per share in cash, fending off rival suitors including Netflix Inc..
On a conference call, chief executive officer David Ellison confirmed the streaming tie-up. HBO Max, with 131m subscribers, and Paramount+, with 79m, would be merged into one platform. Yet HBO, he stressed, would endure as a brand even after integration.
“Across the two platforms, there are over 200 million D2C subscribers today in more than 100 countries and territories worldwide, positioning us to compete effectively with the leading streaming services in today’s marketplace,” Ellison said.
The pitch is scale with swagger. The combined entity expects to generate $69 billion in pro-forma revenue in 2026, with estimated earnings before interest, taxes, depreciation and amortisation of $18 billion, according to chief financial officer Dennis Cinelli. Net debt is projected at $79 billion.
Ellison was emphatic that the strategy is expansionary. The group is targeting at least 30 theatrical releases annually across its studios and does not plan to cut production. “This is not about consolidation, it’s about reinventing the business,” he said.
Sport will be central to that reinvention. Ellison highlighted rights to the National Football League, Ultimate Fighting Championship, March Madness, the PGA Tour and the Olympics in Europe. A previously signed $7.7 billion UFC deal offers flexibility to air events on Warner Bros.’ TNT network, he added.
The future of certain legacy investments remains murky. Warner Bros. Discovery holds less than 10 per cent of AEW, whose television rights deal for TBS, TNT and HBO Max runs through 2027, with an option to extend to 2028. It is unclear whether that stake would be divested or retained post-merger.
Paramount said it has no plans to spin off its cable networks. A shareholder vote is expected in the spring, chief operating officer Andy Gordon said.
Funding the takeover is as muscular as the ambition. Paramount has secured $47 billion in equity backed by the Ellison family and RedBird Capital Partners, alongside $54 billion in borrowing from Bank of America, Citigroup and Apollo Global Management Inc..
Investors were cautious. Paramount shares slipped 1.9 per cent to $13.26 in morning trading in New York.
If regulators sign off, the deal will redraw the streaming map — welding together premium drama, blockbuster film, live sport and global distribution under one roof. In the battle for eyeballs, Paramount Skydance is betting that bigger is not just better, but unbeatable.
Hollywood
Disney sells out ad slots for 98th Oscars broadcast
Strong demand for live events turns the Academy Awards into a global, multi-platform marketing moment
NEW YORK: Hollywood’s biggest night has also become one of advertising’s hottest tickets. Disney has sold out all advertising inventory for the 98th Oscars, underscoring the growing demand from brands eager to ride the cultural wave of major live events.
The sell-out marks the sixth consecutive live tentpole success for Disney Advertising. The streak includes last year’s 97th Oscars, the 59th Annual CMA Awards, and Dick Clark’s New Year’s Rockin’ Eve with Ryan Seacrest, signalling strong appetite among marketers for moments that bring audiences together in real time.
For advertisers, the Oscars are no longer just a single night of glitz and gold statues. Disney’s “Content Everywhere” strategy has expanded the awards show into a sprawling, multi-platform brand playground spanning linear television, streaming, social media and digital content.
“Live continues to be one of the most powerful ways for brands to connect with engaged audiences at scale, and the Oscars represent the very best of culture, creativity and community,” said Disney Advertising SVP, entertainment and streaming solutions John Campbell. He added that the company has reshaped the show’s commercial potential into a connected experience that stretches well beyond the broadcast.
Brands such as Mazda, Pfizer and Volkswagen of America are tapping into Disney’s wider ecosystem, appearing across original content segments including Know Your Movies on Hulu and Critically Acclaimed on Disney+. Partnerships also extend to social media through TikTok Pulse Premiere and to custom brand storytelling created by Disney CreativeWorks.
The result is what Disney calls the “Oscars Everywhere” approach. Rather than a few high-profile ad breaks, advertisers now find themselves woven through a series of moments before, during and after the ceremony.
These include On The Red Carpet at The Oscars, a live pre-show syndicated across major local markets and streamed nationwide, and the After the Oscars Show, which keeps the conversation going once the final award has been handed out.
This year’s sponsors include Rolex, returning for its ninth year, and Burger King, which joins the Oscars advertiser roster for the first time. Other brands in the mix include Disney Cruise Line, Dunkin’, Eli Lilly and Company, Eucerin, Intuit TurboTax, L’Oréal, McDonald’s, Microsoft, Miebo, Paris Baguette, Peacock, Starbucks, State Farm, Toyota and Verizon.
The 98th Oscars will take place on March 15, 2026, at the Dolby Theatre at Ovation Hollywood. The ceremony will be broadcast live on ABC and streamed on Hulu, reaching audiences in more than 200 territories worldwide.
