Paramount CEO Ellison Unveils Plan to Overhaul Streaming Tech, Hire Top Execs

Ellison aims to transform Paramount into a "next-generation" media company before its planned merger with Warner Bros. Discovery.

Published on Mar. 6, 2026

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Paramount CEO David Ellison is working to revamp the company's streaming technology and assemble a team of top-tier executives as part of his plan to transform Paramount into a "next-generation" media company. Ellison is focused on improving Paramount+'s features and user experience to better compete with industry leader Netflix, including adding short-form video, interactive features, and a sports multiview option. Paramount is also reorganizing its technical teams and expanding its data and analytics capabilities to become more "tech-forward." Ellison has brought on several high-profile hires, including former Netflix exec Cindy Holland and polarizing editor Bari Weiss, while also seeing some key departures. The overhaul comes as Paramount prepares to take on $79 billion in debt to finance its planned merger with Warner Bros. Discovery.

Why it matters

Paramount is undertaking a major transformation as it looks to battle streaming giants like Netflix and prepare for its merger with Warner Bros. Discovery. Ellison's plan to upgrade Paramount+'s technology and assemble a team of top talent is aimed at making the company more competitive in the crowded streaming landscape. However, Ellison's political alliances and the potential involvement of Middle Eastern wealth funds have raised concerns about the company's editorial independence and direction.

The details

Ellison is focused on improving Paramount+'s features and user experience to better compete with Netflix, including adding short-form video, interactive features, and a sports multiview option. Paramount is also reorganizing its technical teams and expanding its data and analytics capabilities to become more "tech-forward." Ellison has brought on several high-profile hires, including former Netflix exec Cindy Holland and polarizing editor Bari Weiss, while also seeing some key departures.

  • Ellison took charge of Paramount in August 2025.
  • Paramount announced plans to ramp up movie production to 30 films per year if its WBD deal goes through.
  • Paramount+ debuted a sports multiview feature last fall for UEFA soccer matches.

The players

David Ellison

The CEO of Paramount and son of tech billionaire Larry Ellison, who is working to transform the 114-year-old company into a "next-generation" media powerhouse.

Cindy Holland

A former Netflix executive who Ellison brought on to oversee Paramount's streaming business.

Bari Weiss

The polarizing editor Ellison appointed to lead CBS News, raising concerns about the company's editorial independence.

Danielle Carney

A former Amazon executive who Paramount poached to lead its US ad sales group.

Chris Brady

A former Tribeca Enterprises executive who Paramount hired as an EVP of its ads business.

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What they’re saying

“I think he is, directionally, spot-on. They need a lot more content, and they need a much better underlying technology.”

— Rich Greenfield, Media Analyst, Lightshed Partners (Business Insider)

“If you want to be successful, you try to copy what the successful people are doing.”

— Joe Bonner, Media Analyst, Argus Research (Business Insider)

“Nobody wakes up in the morning and goes, 'Oh, let me go see what's on Paramount+' the way they check out what's on YouTube or what's on Netflix.”

— Rich Greenfield, Media Analyst, Lightshed Partners (Business Insider)

What’s next

Paramount is planning to put Paramount+ and WBD's HBO Max into a single offering, assuming the acquisition of WBD closes.

The takeaway

Paramount's ambitious transformation under CEO David Ellison highlights the intense competition in the streaming landscape, as traditional media companies scramble to catch up to tech-savvy rivals like Netflix. Ellison's focus on upgrading Paramount+'s technology and assembling a team of top talent reflects the growing importance of data, analytics, and user experience in the streaming wars.