Paramount Plus is trying to make its shows go viral with new Twitter partnership

Paramount Plus has announced a new partnership with Twitter centered around better promoting its exclusive shows and events, in addition to hosting three Twitter Watch Parties with fans for “select highly-anticipated original series.”

Or, more practically speaking, Paramount Plus would really, really like its shows to be viral on Twitter, with the kinds of trending topics and engagement that ultra-popular shows like HBO’s Succession enjoy on a weekly basis. And what better way to be popular on Twitter than to cozy up to Twitter directly?

A lot of this deal is deeply boring stuff, things like granting major Paramount Plus shows “Twitter marketing support and brand sponsorship sales rights via Twitter’s Amplify program.” ViacomCBS will...

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