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The urgency of this deal is underscored by Paramount's pressing need for revenue, especially in light of a challenging market where traditional cable subscriptions continue to decline. YouTube TV, which has been steadily increasing its subscriber base, stands on the brink of overtaking Comcast and Spectrum to become the largest provider of live TV in the U.S. Therefore, this partnership is mutually beneficial; while Paramount avoids losing a significant distribution platform, YouTube TV strengthens its content offerings, allowing it to better compete in the crowded streaming environment.