Market Wrap Updates from ViacomCBS

ViacomCBS announced completion of the merger of CBS and Viacom end of last year creating a leading, global premium content powerhouse with global scale including leadership positions in markets across Australia, New Zealand, the U.S., Europe, Latin America and Asia.

ViacomCBS will be home to more than 140,000 premium TV episodes and 3,600 film titles, with global production capabilities and more than $13 billion in annual content investment. The company now accounts for 22% of TV viewership in the U.S. and in Australia includes Network 10. Driven by iconic consumer brands, ViacomCBS’s portfolio includes:

ViacomCBS Consumer Products helps drive content development and acquisition by identifying those properties with the greatest product potential.

Linear television continues to be the largest single distribution platform, and in the U.S. ViacomCBS has the largest share of TV viewing across all key demographics(1). But we follow the fans. And as audiences adopt other platforms, so do we.

For kids in particular, we know YouTube is a major player. So we are creating content specifically for YouTube and traveling the audience back and forth between that platform and ours.

Increased content drives increased consumption, with Nickelodeon’s YouTube reach up 55% in the past year.

Streaming services round out the top three media destinations for kids and locally Stan, Lightbox, Fetch and Neon NZ all stream Nickelodeon content as well as our other youth and adult brands. Innovation and marketing play an important part in keeping our audiences engaged and Nickelodeon locally has run a number of highly successful pop up channels for both PAW Patrol and SpongeBob SquarePants.

Nickelodeon Networks continues to be the #1 kids’ subscription television network amongst 0 – 12-year-olds, averaging a 15.5% share and a 2.4% share of all individuals. Nick network reached over 3.3 million viewers in 2019 with Nickelodeon reaching 1.9 million viewers and an average share of 7.1% of kids 5 – 12 years old and Nick Jr. reaching 2.5 million viewers including over 440,000 kids 0 – 4 years old and an average 18.1% share.

On the digital front, had over 2.8 million page views and 503,000 unique visitors in 2019 and attracted 5.1 million page views and 397,000 unique visitors. The Nick Play app delivered 15.5 million page views and 139,000 unique visitors and the Nick Jr. Play app delivered 27 million page views and 99,000 unique visitors in 2019.

With the completion of the merger and significant investment in content across all screens, 2020 is lining up to be a truly big year for

1 Source: Nielsen. Note: Represents live+7, P2+ Primetime viewership for 2018-2019 Season (9/24/2018 — 5/22/2019).


Since its debut in 2013, PAW Patrol has embedded itself as a mainstay of kid’s television and continues to create puppy adventures in the pre-school space as a consumer products global powerhouse franchise.


Rolling into its seventh year, PAW Patrol continues to expand its ‘paw print’ across multi-platforms, delivering NEW content across the ViacomCBS eco-system. PAW Patrol remains:

  • TV all year round on Nick Jr. and 9 Go!
  • #1 show on Nick Jr.
  • #1 Pre-school show on Stan and 9 Go!
  • #1 Family Home Entertainment brand
  • 83M ANZ Views on YouTube
  • 1M+ PAW Patrol fans reached through on ground events

With more than 27 licensees signed in Australia and New Zealand, PAW Patrol continues to deliver at retail, achieving stand out results across multiple categories including:

  • #1 Pre-school Toy license
  • #1 Pre-school license in Hardlines and Party Goods
  • #1 Pre-school license in Boys outerwear and sleepwear

2020 shows no signs of slowing down with NEW formats and NEW product in previously untapped categories across CPG.

  • Season 7 debuts on 7th anniversary – August 2020
  • 2020 Theatrical Release – Jet to the Rescue
  • PAW Patrol Live! Race to the Rescue
  • 2021 – Dino Rescue

PAW Patrol will continue to redefine the Pre-school genre FUREVER


Pre-schoolers are being whisked away on magical culinary adventures in super cute series, Butterbean’s Café. A spoonful of leadership, a dash of entrepreneurial spirit and just a sprinkle of fairy magic is the perfect mix of ingredients

Butterbean’s Café was Nickelodeon’s highest-rated pre-school launch in the US since PAW Patrol. The series as also had great local success delivering a 20.6% share amongst kids 0 – 4 years old since launching in Australia over a year ago.

  • Season 2 debuts October 2020
  • 60 episodes committed
  • CP audience girls 2-5

Butterbean’s Café is already cooking up a storm with Mattel as master toy partner. Toys & DVD launch in Australia from June 2020, with additional category roll-out planned from 2021.


Blaze and the Monster Machines revolves around a monster truck, Blaze, and his human driver, AJ, as they embark on adventures in Axle City, exploring the physics of how things move, tackling problems and discovering the component parts needed to make everyday technologies work.

The play pattern for Blaze was jointly developed with master toy partner Fisher Price and woven into each episode.

Blaze has been a ratings success around the world and Nickelodeon is keeping the wheels turning with NEW content through 2021, NEW digital touchpoints and a NEW toy line from Mattel – driven by strong demand from Blaze fans.

Blaze airs eighteen times a week on Nick Jr, reached 1.8 million viewers in 2019 and was consistently one of the top five shows on the channel. Seasons one to three are currently available on Stan and Fetch, with both affiliates planning to launch season five in October 2020.


Pinkfong launched Baby Shark in 2016 and the Internet went into melt down. With more than 4.5 billion video views, this is the epitome of a viral sensation!

The Pinkfong YouTube channel is now the number one education channel on YouTube, boasting over 29 million subscribers and 12 billion views, with Australia attributing to 11 million monthly and 300 thousand daily views on the channel.

Continuing to captivate fans far and wide with a song no-one can escape…

doo-doo, doo-doo, doo-doo…

Pinkfong is partnering with Nickelodeon to expand the Baby Shark universe through NEW content and consumer products.

As of this month Nick Jr. will air a series of short clips and stunts to build excitement for the debut of Baby Shark’s first full-length series which is scheduled to premiere in quarter one of 2021.

Australian retail giant Big W first took the plunge on Baby Shark in June 2019 and the toys sold out in two weeks.

Haven dived in as the master licensing agent and quickly secured ten licenses and fast tracked product to market with astounding results. A family offering for Christmas almost sold out before it even appeared in catalogue!

There is a sea of opportunity out there for Baby Shark!



Nickelodeon’s first billion-dollar franchise – Blue’s Clues is back as Blue’s Clues & You!

Revived from the iconic ‘90s series this brand new, modernised series follows Blue (with a refreshed CG look) as she invites viewers to join her and host Josh Dela Cruz on a clue-led adventure. With each signature paw print, Blue identifies clues in her animated world that propel the story and inspire the audience to work together with Josh to solve puzzles.

Following the successful launch in the US in November 2019, the series is set to premiere in New Zealand in March 2020 and Australia in May 2020 and has already been greenlit for Season 2 with an additional 20 episodes.

As a network priority, Blue’s Clues &You! will be leveraged across all platforms with the full might of the Nickelodeon ecosystem.

Blue’s Clues & You! is quickly building buzz and excitement at retail, with the announcement of Nickelodeon’s global toy partners. Just Play is signed on for plush, figures, playsets and roleplay and V-Tech for early learning toys. NEW products will arrive on retail shelves from 2021.

  • New Host, Joshua Dela Cruz
  • New Animation
  • “Mail time” with letters and Emails
  • Handy Dandy smartphone and notebook
  • New show open and theme song
  • Interactive play-along episodes on Nick Jr. Play app



Are ya ready, Kids? Aye Aye Captain! The adventures of the world’s most lovable sponge and his starfish sidekick continue to be a hit on and off screen.

For over 20 years, the boundless imagination, childlike happiness and optimism of SpongeBob SquarePants has united young and old. It’s no stretch in saying SpongeBob is one of the most iconic brands of all time!

  • 65M Total global viewers
  • Reaches 1 out of 2 kids in the US
  • 2019’s #1 Animated series in the US
  • Top 5 Animated show for 19 consecutive years in the US

Looking ahead, now in its 12th season, SpongeBob continues to use its iconic appeal to build new content and engage fans, with so much more on the way:

  • Season 13 Greenlit
  • The SpongeBob Movie: Sponge on the Run
  • Greenlit Krusty Cook-off Mobile App – Launching Mid 2020

As SpongeBob fans around the globe celebrate the TV icon’s 20th anniversary, the series continues to thrive in the retail space as a sought after fashion partner, licensed in over 200+ territories including global partnerships. The most recent collaboration featuring Kyrie Irving’s Nike capsule collection sold out in just nine minutes.

SpongeBob continues to ramp up its consumer products presence with a ton of exciting NEW retail partnerships underway!


“America’s most famous children’s entertainer – a singular star with more spunk than Shirley Temple and the
merchandising power of both Olsen Twins” – TIME

The singer, dancer, actress and vlogger has amassed a YouTube following of more than 10 million subscribers and received over 2.4 billion YouTube views to date, but it doesn’t stop there.

Nickelodeon is expanding the JoJo brand into new aisles and markets with new content, products and experiences to drive continued growth.

  • $1 billion in global retail sales
  • +166% Growth in total US product sales YOY
  • Girls license of the year 2019 – LIMA Australia award


Playmates, who continue to be the master toy partner for Turtles, are capitalizing on the Turtles’ legacy with a new heritage style guide that taps into the Turtles’ multi-generational appeal, with designs inspired by the comic books and original series.

ABC ME broadcasts Rise of the Teenage Mutant Ninja Turtles over weekends, while Nickeldodeon continues to produce new original short form content for the dedicated Turtles global YouTube channel.

Coming up: Rise of the Teenage Mutant Ninja Turtles movie on Netflix 2021 and Paramount is in development for a brand-new Turtles feature film.

Teenage Mutant Ninja Turtles is a GLOBAL POWERHOUSE with strong multi-generational appeal enjoying a retro renaissance.


Everyone’s favourite lazy, lasagna loving, socially awkward fictional fat cat made his first appearance in 1978 and soon became the most syndicated comic strip in the world.

Over 40 years on and Garfield has cemented himself as a true pop-culture icon.

Now, Nickelodeon is introducing this cool cat to a whole new audience, re-imagining his legendary imagery and phrases with enhanced new artwork, fashion lookbooks and focus.

Garfield’s irreverence, broad humour and universality is the ‘pawfect’ formula to become a consumer products juggernaut.
Adults love Garfield for his unfiltered honesty. Kids love Garfield because he’s funny, mischievous and unapologetically 100% cat

  • 200M books sold globally
  • 18M+ social followers
  • 100M App downloads
  • $100M at the box office – theatrical release in development


MTV celebrates the spirit of youth

MTV redefined award shows and continues to shape popular culture as the #1 youth entertainment brand in the world.

Over the past 12 months, MTV has produced more original

  • Australian content than ever before.
  • Teen Mom Australia
  • MTV Unplugged Melbourne
  • The Veronicas: Blood is for Life

2019 was also the year fans got reacquainted with some of the most iconic reality TV stars in history with the launch of The Hills: New Beginnings and Jersey Shore Family Vacation leading MTV to achieve its highest-ever monthly audience share of 16-54 year olds in December 2019.

With over 320 million global social fans, MTV connects both the young and the young at heart like no other brand.

“Best animated series of the past 29 years”

This multiple award-winning animated series has dominated the media landscape for nearly three decades and still remains a relevant and funny show about kids (that is totally unsuitable for kids). It is undeniably part of the zeitgeist – fresh with pop culture and political parody.

Broadcast on SBS, 10Bold, Comedy Central and TVNZ Duke, this series is a ratings hit and can be seen all year round on SVOD platforms netlix & Stan, apps, mobile, console games, live events, fan conventions, retail and more. The show has garnered 47 Million fans globally. There are 297 episodes and more in the pipeline.

ViacomCBS are re-invigorating existing categories – toys, collectibles, apparel and accessories and looking to expand into new categories with a hit list of products designed with the superfan in mind.

Developing partnerships in 2020 will deliver a monumental 25th Season celebration across all consumer products touchpoints.