While Pluto TV now claims 12 million active monthly viewers, 7.5 million of whom watch on connected TVs, it's a lesser-known player in the streaming space. In its press statement, Viacom offered several reasons why the deal is a good match, including that it provides a marketing engine for attracting customers to Viacom's subscription services (including Noggin and Comedy Central Now), it gives the company a vast inventory of addressable ad impressions to sell, and it provides a way to monetize Viacom's video library (which it hasn't licensed to SVODs in the past two years). As for Pluto TV, Viacom says it will be enhanced with the addition of Viacom programming.