Showtime's new marketing campaign emphasizes that it's "Made by..." artists

Variety

While streaming services focus on quantity over quality, Showtime wants to make it clear that it's focus is on crafting distinctive series like The Good Lord Bird -- it's more artistic, less corporate. “You look at the product on Showtime. It is more coastal. It is more R-rated. It is not as broad as we intend Paramount Plus to be,” said Bob Bakish, VIacomCBS’ president and CEO, speaking to investors at a recent conference organized by UBS. “And therefore, we think there is a role for it, broadly speaking, in the ecosystem. And by the way, we like Showtime’s lane even more relative to the competition — traditional competition, given what’s going on in the category.”