David Ellison pushes back against Netflix as Paramount expands European strategy

Ellison emphasised on expanding Paramount's presence across European markets as streaming wars continue to intensify

David Ellison is positioning Paramount for a more aggressive global future as the media giant sharpens its focus on Europe while pushing back against Netflix’s growing dominance.

Speaking about Paramount’s international ambitions, Ellison emphasized the importance of expanding the company’s presence across key European markets as the streaming wars continue to intensify.

Ellison highlighted Europe as a major growth opportunity, noting that Paramount is investing in original local-language content while also strengthening its distribution and partnerships across the region. He stressed that global success in streaming now depends on being able to serve audiences with culturally relevant stories while maintaining worldwide scale.

The Paramount chief also addressed the increasingly competitive landscape shaped by Netflix’s expansive reach. Ellison suggested that traditional studios and newer streaming platforms must evolve rapidly to keep pace, balancing creative risk with financial discipline as audiences become more fragmented.

Under Ellison’s leadership, Paramount has leaned into a hybrid strategy that blends theatrical releases, linear television and streaming. He argued that this diversified approach gives the company flexibility in Europe, where viewing habits and regulatory frameworks vary widely by country.

Ellison’s comments come at a time of heightened consolidation and competition in the entertainment industry, with major players reassessing their global footprints. By doubling down on Europe, Paramount aims to solidify its international relevance and better compete with streaming giants on a global scale.