Now it’s +. With the proliferation of streaming platforms, the plus sign has become an all-purpose marker that signals endless hours of on-demand shows. Plus-sign streaming services include ESPN+ (started in 2018), Apple TV+ (2019), Disney+ (2019), BET+ (2019), AMC+ (2020) and Discovery+ (2021). On Wednesday, streaming entered peak plus with ViacomCBS’ rebranding of CBS All Access. The company has decided to call it Paramount+. Tacking on the plus sign to the name of a well-known movie studio might be a very effective way to tell customers that the platform offers movies and something extra. Or it could be “a disaster,” said Mike Carr, co-founder of branding company NameStormers.