CBS Bets Big on Syndication Amidst Streaming Surge

In 2026, as YouTube dominates ratings and streaming platforms buzz with new content, CBS is notably reinforcing its commitment to syndicated television. This strategy includes a slate of new and returning shows like game shows, courtroom dramas, and entertainment news programs.

This investment comes as competitors like NBCUniversal exit first-run syndication. Paramount's COO and CFO, Bryon Rubin, explains that CBS focuses on high-quality, cost-effective production. Shared soundstages, sets, and crews for shows like 'Hot Bench' and 'Adam's Law,' alongside tax incentives in production locations such as Connecticut and Georgia, contribute to efficient operations.

Rubin remains bullish on 'Entertainment Tonight,' highlighting its 45-year longevity and significant digital viewership, exceeding a billion video views in February 2026. The show's extensive vault of archival content also provides value for specials and monetization opportunities.

Shows like 'The Drew Barrymore Show' continue to thrive due to host authenticity and strong advertiser integration, attracting high-profile guests. Game shows and clip shows are identified as ascending formats, offering viewers escapism. Syndication is also exploring digital channels for monetization, with FAST channel possibilities and digital impressions being developed.

Looking ahead, CBS plans to evolve its syndication business by embracing streaming, digital, and social media. The company is actively developing new shows, potentially in non-traditional syndicated formats, to stay ahead in the rapidly changing media landscape.