10 All Access to rebrand, relaunch.

ViacomCBS's long-awaited streaming rebrand is set for early 2021.

10 All Access will be rebranded and significantly expanded in early 2021 as part of a global streaming push by ViacomCBS.

Set to feature content from Showtime, CBS All Access, CBS, MTV, Comedy Central, Nickelodeon and some first-run Paramount films, the new service will also screen in Latin America, the Nordics, and Eastern Europe.

New series are expected to include Halo, American Rust, Guilty Party, The Harper House. Other titles, with varying degrees of exclusivity, are expected to include The Good Wife, The Affair, Californication, Deadwood, Dexter, House of Lies, Nurse Jackie, Oz and the original Twin Peaks. It isn’t clear if Star Trek: Picard will join after a period with Amazon Prime. The new service will be home to all new Showtime premieres, currently signed to Stan.

“We’re going to continue working with our colleagues in our distribution team to work out the right approach to allocate rights and windowing in those markets,” David Lynn, president and CEO of ViacomCBS Networks International, told Variety. “We have more than enough content to continue to do licensing.”

“The content offering will vary per market,” said Lynn, adding that “we’re definitely going to produce local originals for the service in some, if not all, the phase one markets.”

22 Responses

  1. I cancelled my subscription because I was frustrated with the high price and very little content. May give the rebrand a try next year. Hope the price will be decent.

  2. Isn’t the real – and much bigger and more significant story here – actually ‘Stan loses most Showtime content? Given its arguably the most ‘desirable’ premium drama and comedy content after the HBO library then it must be seen as a major blow to Stan. Medium-term you’d think Stan really needs to make some big and smart new and library acquisitions to offset the Showtime losses? Only potential upside is presumably some big bucks freed-up in its budget for more original productions as well as new acquisitions?

  3. 10 All Access is a joke of a streaming service. I initially got it out of interest, thinking it might have 10’s own shows on there (e.g. Playing For Keeps) or other shows they’ve previously screened (e.g. Scream Queens.) But nope. It’s mostly all just stuff that already screens endlessly on 10’s secondary channels or some CBS All Access shows that ended after a couple seasons. This re-brand is very much needed, and even then, I have my doubts.

  4. I wouldn’t mind a Pluto/10play/10 All Access combo. There is room in Australia for something like that but it needs to be free with premium add-ons like Peacock. I can’t see myself using another streaming service without a free version being available.

  5. I really hope they don’t move Picard to this new service, I really don’t want to have to pay for another streaming service, especially when most of the current content on 10 All Access is either garbage or available at a fraction of the cost on Amazon.

  6. This is very much needed. I hope they fix the load times whenever I click on a show it takes a few minutes for it to load the episodes page and then when I choose an episode it takes a few more minutes for the video just to start. I don’t know if that is just a problem with me but it happens on my PC and laptop. I have no problem with Netflix, Stan or any of the catch-up sites. They also need a lot more content I subscribed for a month just to watch NCIS: New Orleans and I’ve paid for it for the last 4 months or so because I kept forgetting to cancel but I’ve still only ever watch NCIS on it.

    1. It was standard for distribution deals to include options for exclusive first run of future seasons and sometimes spin-offs, that continued passed the distribution deal, after the Friends debarcle. Deals to just stream shows can be much more limited.

    1. Why would Viacom, who are trying to establish a global streaming brand that is essential to their survival, want to buy Stan, a tiny streamer that operates in one small market renting content from Viacom and their competitors. Viacom have seen what Disney have achieved with their kids and big budget genre content and have realised they have one last gamble to try and get it right.

      1. It would give them quick scale and a solid customer base in Australia.

        Disney already has a wonderful brand in Australia and so Australians were naturally very attracted to Disney + was launched.

        Most Australians wouldn’t no who Viacom or CBS are.

        Buying Stan from 9 and then migrating all the customers into an integrated new 10 All Access / Stan that is rebranded as whatever they want to call it would make a lot of sense at the right price. Stan has already lost Disney and if is now going to lose Showtime then there isn’t a lot of premium stuff left.

    1. Yes they missed out on the new HBO contract which remained with Foxtel/Binge and now they are losing Showtime. What exclusive content do they have left?

      1. Not to mention virtually all UK originated content likely to be tied up with the imminent Britbox service.

        There is still AMC, A&E and NBCUniversal for drama. Stan could survive by becoming Peacock Australia, and possibly rolling in Acorn as well.

        They could change their offering considerably and be the local agents for Discovery’s imminent SVOD service.

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