Minogue said the “Feel the Free” campaign will look to build off the success of the company’s previous ads, including Pluto TV’s “Couch Potato Farms” campaign, which debuted during the 2024 Super Bowl and went on to release various iterations, and its “Stream Now. Pay Never” campaign featuring Drew Barrymore.

“We’re keeping our foot on the gas in terms of listening to our research, listening to what audiences are saying, and responding in kind,” Minogue said. “Leveraging this campaign and getting audience reactions, iterating, and doubling down again. One big part of this campaign that you’ll continue to see from Pluto TV is not only emphasizing that everything is free but rather the quality of the content.”

In Paramount’s recent earnings report, the company said that Pluto TV grew 16% in hours watched for Q4 and 8% for the full year to 7.8 billion hours. Additionally, the platform’s watch time increased in Q4 by 20% year over year.