Strategic Management

CBS Bets Big on 'Star Trek: Picard' to Boost Streaming Business

ViacomCBS's All Access is riding the Starship Enterprise to distinguish itself in a crowded field

By

Joe Flint

Jan. 22, 2020 5:30 am ET

As the overseer of the "Star Trek" television properties for ViacomCBSInc.,VIAC-3.80%producer Alex Kurtzman is charged with updating the space drama for a new generation without alienating its hard-core fans.

But he knows there is much more at stake: ViacomCBS is counting on the franchise to help its streaming service, CBS All Access, hold its own against a field of larger rivals in Hollywood.

The next big test comes Thursday with the much-anticipated debut of "Star Trek: Picard," which stars Patrick Stewart reprising his role as Capt. Jean-Luc Picard from an earlier edition of the series. The series is exclusive to All Access. A separate "Star Trek" series, "Discovery," has aired exclusively on All Access since 2017, and an animated comedy called "Lower Decks," about support staff on a Star Trek starship, is in the works.

SHARE YOUR THOUGHTS

With established series like "Star Trek," how would you continue to make content that pleases the existing fan base but also looks to expand it? Join the conversation below.

The goal is to have a Star Trek series on All Access throughout the year so fans don't sign up for just a few months and then cancel?an issue that all streaming services confront. "You've got to have something on all the time that gives people a reason to stay," Mr. Kurtzman said. "Star Trek allows them to have a constant flow of audience."

What "Star Wars" and "The Avengers" are toWalt DisneyCo.,and "Batman" and "Superman" are toAT&TInc.'sWarnerMedia, "Star Trek" is to ViacomCBS?a franchise with a rich history and a built-in audience. More than 50 years after creator Gene Roddenberry's original "Star Trek" series set off to boldly go where no man had gone before, and after a host of TV series and movies that followed over several decades, there is still an insatiable appetite for the voyages of the Starship Enterprise.

To Boldly Go

For over five decades, TV series and movies have mined the Star Trek universe, capitalizing on its enduring appeal to fans.

Rotten Tomatoes audience scores Films Television season 20 40 60 100 1966 The Original Series 70 Premiering in 1966, the first Star Trek series lasted three seasons until it was canceled due to low ratings. The show became more popular once its reruns started airing. The Motion Picture 'BD The 1990s saw the highest The Wrath of K concentration of Star Trek content, with three TV The Search For Spock + series and films nearly The Next Generation The Voyage Home every two years. The Final Frontier Deep Space Nine The Undiscovered Generations Country Voyager First Insurrection Contact 2000 Nemesis EnterpriseStar Trek Following popular film reboots, CBS began developing new TV series for its All Access streaming service, starting with 'Discovery." Into Darkness Beyond L Discovery 2020 Source: Rotten TomatoesViewership of Star Trek shows has declined over time, reflecting greater competition for audiences in an expanding TV landscape. Household rating by series" 10 20 The Original Series The Next Generation Deep Space Nine Voyager "The estimate of the percentage of households that watch a Enterprise particular show. Source: Nielsen