CBS Stakes Its Claim: A Strong Season Ahead Despite Industry Challenges

As television networks gather for this week’s upfront presentations in New York City, all eyes are on how they will position themselves as leaders in the ever-competitive media landscape. Spoiler alert: expect each platform to proclaim itself No. 1 in something. However, one network’s significant story will remain absent from the hype: CBS, which made an early announcement of its 2025-26 season lineup back on May 6. In a strategic move, CBS has opted to bypass the major upfront events in favor of smaller gatherings in multiple cities, focusing instead on highlighting its accomplishments and new programming.

CBS’s Strong Performance: A Look at Recent Successes

CBS’s top executives, George Cheeks and Amy Reisenbach, showcased their network’s winning formula during a recent presentation. They emphasized that CBS’s success lies in its ability to develop compelling new shows that resonate with both their established linear audience and the vast array of streaming platforms, particularly Paramount+. According to Nielsen’s 35-day multiplatform ratings, CBS boasts eight of the top ten most-watched series and sixteen of the top twenty-five. Leading the charge this season is the phenomenal “Tracker,” averaging 17.5 million viewers, alongside the freshman hit “Matlock” with 16.1 million viewers. It’s remarkable that viewing of CBS programs accounts for nearly half of all content viewed on Paramount+ each month.

The 2024-25 season marks the seventeenth consecutive year that CBS has been recognized as the most-watched network in the U.S. This impressive achievement is a testament to the network’s ability to capture audience attention amid swirling competition from countless streaming services.

A Blend of New and Familiar Programming

CBS has skillfully launched a series of new shows that resonate with both traditional television viewers and digital audiences. Notable hits include dramas like “Fire Country,” “Tracker,” and “Watson,” along with comedies such as “George and Mandy’s First Marriage” and “Ghosts.” Their programming strategy balances the familiar tropes of classic procedurals—heroic characters imbued with humor—with fresh narratives designed to attract a diverse viewership.

This season promises to introduce “Marshalls,” the first original drama from prolific producer Taylor Sheridan, who is well known for the hit series “Yellowstone.” CBS is also set to release an unscripted music series titled “The Road,” further diversifying its programming palette. The network’s reassurance of selecting content that resonates with current audiences, even in a climate where reboots often fall flat, positions CBS favorably for the upcoming season.

Industry Resilience Amid Turmoil

While CBS has thrived, it has not been without challenges. The past few years have been marked with instability, particularly for its parent company, Paramount Global. Similar to how HBO navigated the turbulent waters during the WarnerMedia-Discovery merger, CBS has managed to stay focused despite political and legal upheaval, including the ongoing scrutiny related to President Trump’s lawsuit against “60 Minutes” and regulatory complications that have delayed Paramount’s $8 billion merger with Skydance Media.

In the face of these industrywide challenges, Cheeks and Reisenbach expressed gratitude for their team’s resilience. Cheeks, who holds dual roles as CEO of CBS and co-CEO of Paramount Global, initiated the company’s presentation by acknowledging the unsettling climate of the industry while also pledging to prioritize programming inquiries. “This is a disruptive and challenging time for our industry,” said Cheeks, highlighting their commitment to viewer engagement through innovative programming.

The Importance of Strategic Scheduling

Reisenbach, recently promoted to President of Entertainment at CBS, emphasized that scheduling still plays a critical role in viewer retention and ratings. “We made some very strategic scheduling moves that will reinforce the schedule that clinched us our 17 seasons at the most-watched network,” she shared. This thoughtful programming philosophy employs compatible shows to create a coherent viewing experience throughout the week.

For all the discussions surrounding the future of streaming, CBS remains steadfast in maintaining its stronghold on traditional linear television. Seventeen consecutive years as the most-watched network represents an extraordinary accomplishment, reflecting both the strength of their programming and the hard work of the CBS team.

Looking Ahead: CBS’s Strategies for Continued Success

The pride that Cheeks and Reisenbach displayed in their network’s achievements are complemented by their awareness of the obstacles ahead. As Cheeks noted, “Our broadcast hits are becoming instant streaming hits,” acknowledging the changing landscape where traditional viewing models are converging with digital platforms. CBS’s strategy artfully caters to both sets of audiences, reaffirming the network’s commitment to quality programming that appeals to a broad viewer base.

In a time of unprecedented challenges, CBS’s ongoing success exemplifies the power of cohesive teamwork and a forward-thinking approach to programming. As the industry evolves, CBS’s performance and strategy in 2025-26 may well set the stage for how traditional networks adapt to the digital age, ensuring they remain relevant in an ever-expanding media world.

For more insights on the state of the television industry, check out our articles on streaming trends, CBS programming, and the impact of Paramount Global in the current media landscape.