Ben Holland In the ever-evolving landscape of digital entertainment, free ad-supported streaming television (FAST) services have revolutionized how we consume media. Among these platforms, Pluto TV stands out as a pioneer, offering a vast array of live channels and on-demand content without requiring a subscription fee. But behind this accessible service lies a complex story of innovation, corporate acquisitions, and strategic expansions. If you’re searching for answers to “Who owns Pluto TV?” or curious about its journey from a startup to a global powerhouse, this comprehensive guide dives deep into the ownership history, current structure, and future prospects of Pluto TV. We’ll explore its roots, key milestones, and the media giant steering its ship today—all while highlighting why Pluto TV remains a go-to for cord-cutters and casual viewers alike.
The Humble Beginnings: Founding Pluto TV
Pluto TV’s story begins in 2013, a time when streaming was dominated by on-demand giants like Netflix, and the concept of free, linear TV over the internet was still niche. Founded by entrepreneurs Tom Ryan, Ilya Pozin, and Nick Grouf in a modest West Hollywood warehouse—now ironically a cannabis dispensary—the service was born out of a vision to recreate the traditional cable TV experience in a digital format. Ryan, often credited as the driving force, drew inspiration from his background in media tech, aiming to curate live channels from user-generated content, classic clips, and licensed programming.
Launched on April 1, 2014—coincidentally April Fool’s Day—Pluto TV initially featured a grid-style interface mimicking cable boxes, with “channels” pulling from YouTube videos and other free sources. Early offerings included quirky stations like Kaloopy (random music videos with dancing animations) and TokuShoutsu (anime-focused), which endeared it to tech-savvy audiences. By blending nostalgia with innovation, Pluto TV quickly gained traction among millennials ditching cable bills. Within its first year, it secured partnerships with platforms like Roku, Samsung, Vizio, and LG, helping these devices launch their own FAST sections and accelerating Pluto’s growth.
This grassroots approach wasn’t without challenges. Critics dismissed the free, ad-supported model as a fad in an era obsessed with premium, ad-free SVOD (subscription video-on-demand). Yet, Ryan’s team persisted, expanding content through deals like a 2015 agreement with Hulu to distribute free ad-supported episodes from ABC, NBC, and Fox. This move not only bolstered Pluto’s library but also positioned it as a bridge between traditional broadcast and streaming, appealing to viewers seeking current-season shows without commitment.
Acquisition by Viacom: A Turning Point in Ownership
The pivotal shift in Pluto TV’s ownership came in 2019, when Viacom acquired the platform for a reported $340 million. This deal marked Viacom’s aggressive pivot toward digital streaming amid declining linear TV revenues. Viacom, a legacy media company known for cable networks like MTV, Nickelodeon, BET, and Comedy Central, saw Pluto TV as the perfect vehicle to repurpose its vast content library for the FAST era. Under Viacom’s umbrella, Pluto TV transitioned from a scrappy indie to a polished service integrated with major studio assets.
Post-acquisition, Pluto TV’s programming exploded. Viacom infused branded channels based on its properties: Nickelodeon for kids, BET for African American audiences, Comedy Central for laughs, VH1 for music retrospectives, and even Spike-inspired men’s interest and outdoors channels. Films from Paramount Pictures (a Viacom sibling) and series from Fremantle, Sony Pictures, and Metro-Goldwyn-Mayer joined the mix, creating a diverse lineup spanning movies, news, sports, reality, true crime, classics, gaming, and lifestyle. By May 2019, Pluto introduced on-demand viewing, allowing users to access thousands of titles individually rather than just through live feeds.
Viacom’s strategy extended beyond content; it leveraged Pluto TV as a marketing tool for its linear brands and a revenue-sharing partner for ISPs and mobile providers. Internationally, the service launched in Latin America and Europe via Viacom International Media Networks (VIMN), with President James Currell citing the crowded SVOD market as rationale for focusing on scalable, ad-driven platforms. This global push, starting March 2019, saw Pluto TV enter over 35 markets across four continents, partnering with more than 425 media companies for localized genres and languages.
The acquisition also brought leadership changes. In April 2017—pre-buyout but signaling momentum—Robert Magdlen joined as Chief Programming Officer, overseeing channel development from Pluto’s Los Angeles headquarters. Tom Ryan, the co-founder, stayed on, eventually rising to CEO of Paramount Streaming post-merger, guiding the service’s billion-dollar trajectory.
The Viacom-CBS Merger: Birth of Paramount Global
Viacom’s ownership of Pluto TV was short-lived in name only. In December 2019, Viacom merged with CBS Corporation to form ViacomCBS, reuniting historic media titans under one roof. This $30 billion deal, spearheaded by Shari Redstone’s National Amusements, created a content behemoth with assets spanning broadcast (CBS), cable (MTV, BET), film (Paramount Pictures), and now streaming. Pluto TV slotted neatly into the Direct-to-Consumer (DTC) division, complementing the launch of Paramount+ in 2021.
Under ViacomCBS—renamed Paramount Global in 2022—Pluto TV benefited from synergies. Paramount’s film library enriched on-demand sections, while CBS’s news and sports bolstered live channels. The service grew to over 80 million monthly active users, proving FAST’s viability with targeted ads and low churn. Ryan emphasized this in a 2024 Variety interview, noting Pluto’s role in pioneering FAST before the acronym existed, and its focus on curation to resolve “paradox of choice” for viewers.
Paramount Global’s streaming strategy positioned Pluto TV as the free tier counterpart to Paramount+, the SVOD service with 77.7 million subscribers. While Paramount+ offers ad-free premium content, Pluto provides accessible entry points, driving cross-promotion. Initiatives like in-house broadcasters—such as the upcoming My5 integration with UK’s Channel 5—super-size offerings by blending free-to-air with FAST, launching later in 2025.
Current Ownership: Paramount Skydance Takes the Helm
As of September 2025, Pluto TV is owned and operated by the Paramount Skydance Direct-to-Consumer division of Paramount Skydance, the rebranded entity following Skydance Media’s acquisition of Paramount Global. This merger, finalized in early 2025, values the combined company at around $28 billion and ushers in a “tech-hybrid” era under CEO David Ellison. Skydance, known for animated hits like The SpongeBob Movie and franchises like Top Gun, brings animation prowess and tech savvy to Paramount’s live-action strengths.
The deal integrates Skydance’s production capabilities with Paramount’s distribution muscle, including Pluto TV. Ellison has vowed to “embrace technology,” addressing past inefficiencies like running “three separate operating systems on multiple clouds.” For Pluto TV, this means potential consolidation with Paramount+ into a single app, streamlining tech stacks, cutting costs, and enhancing user experience. Subscribers could access Pluto’s niche channels—24/7 crime docs, classic TV—seamlessly, while free users gain premium teasers.
Despite rumors of a sale back to Ryan in 2024, no transaction materialized; instead, the Skydance merger solidified Pluto’s place. Analysts note its fit in Skydance’s strategy, capturing shifting linear audiences and ad dollars. With exclusive Paramount content, Pluto’s value soars, though licensing flexibility could boost revenues further.
Pluto TV’s Content Ecosystem and User Appeal
What makes Pluto TV indispensable under its current ownership? Its ecosystem thrives on variety: hundreds of live channels curated by genre, plus thousands of on-demand titles. From evergreen favorites like The Twilight Zone to fresh Paramount releases, the service spans demographics. Kids’ blocks from Nickelodeon, music from MTV, and global news ensure broad appeal.
SEO-wise, if you’re optimizing for “Pluto TV channels” or “best free streaming apps,” Pluto excels in discoverability. Its Emmy-winning curation—partnering with Monstercat for music, Nelvana for animation—delivers frictionless viewing on mobile, web, and CTVs. Engagement metrics, like min_retweets and faves on social buzz, underscore its cultural footprint.
Challenges and Future Horizons
No ownership story is without hurdles. Pre-Skydance, Paramount eyed divesting assets like BET or Pluto amid financial pressures, but the merger pivots to growth. User forums lament lost channels like TokuShoutsu post-acquisition, yet expansions—like U.S. SVOD leadership—outweigh gripes. Looking ahead, expect AI-driven personalization, more international hubs, and hybrid models blending FAST with SVOD.
In summary, Pluto TV’s ownership by Paramount Skydance Direct-to-Consumer division reflects a blend of legacy media and forward-thinking tech. From Ryan’s warehouse vision to global dominance, it’s a testament to FAST’s endurance. Whether you’re a die-hard fan or new explorer, Pluto TV proves premium entertainment needn’t cost a dime.
References
- Pluto TV. Wikipedia. https://en.wikipedia.org/wiki/Pluto_TV (Accessed September 2025).
- Rayburn, D. (2024, July 15). “Paramount Global Has Discussed Selling Pluto TV Back to Co-Founder Tom Ryan.” StreamingMediaBlog.com. https://www.streamingmediablog.com/2024/07/pluto-tv.html.
- Pluto TV. Paramount. https://www.paramount.com/about/brands/pluto-tv (Accessed September 2025).
- Donnelly, M. (2024, April 1). “Paramount Streaming CEO Tom Ryan on Pluto TV, Paramount+ and More.” Variety. https://variety.com/2024/digital/news/paramount-streaming-tom-ryan-pluto-tv-interview-1235955793/.
- Donnelly, M. (2025, August 4). “Pluto TV Founder Tom Ryan Leaving Paramount After Skydance Deal.” The Hollywood Reporter. https://www.hollywoodreporter.com/business/business-news/pluto-tv-founder-tom-ryan-leaving-paramount-1236336778/.
