How to buy ViacomCBS shares (VIAC)

ViacomCBS is a media entertainment company that operates some of the most popular television channels in America. This page explains how to get your hands on its shares.
Updated: Jul 6, 2023

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In this guide we take a look at why you might want to invest in ViacomCBS, how it has performed in the recent past, and what the future might look like. Read on to find all that and a step-by-step guide to getting your first share.

Compare the best ViacomCBS trading platforms

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Before you can get any stock yourself, you need to sign up with an online stock broker. The platforms below are some of the best brokers around and you can sign up by clicking on the links in the table. Alternatively, scroll down to learn more about ViacomCBS first.

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Buy or sell stock CFDs with Plus500. 82% of retail investor accounts lose money when trading CFDs with this provider. You should consider whether you can afford to take the high risk of losing your money.

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ACH, Bank Wire, Check
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Interactive Brokers (U.K.) Limited is authorised and regulated by the Financial Conduct Authority. FCA Register Entry Number 208159. Products are only covered by the UK FSCS in limited circumstances.

How to buy ViacomCBS stock, a step-by-step guide

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The process of getting shares in ViacomCBS isn’t massively complicated, so don’t worry even if you’re new to stock investing. These are the steps to follow in order to complete your investment:

  1. Choose a broker. You will need to use an online brokerage platform. There are many different options to choose from, each with their own unique benefits and drawbacks. The comparison table above can help you select the right broker for you, and you can head to our comprehensive broker reviews if you’re still unsure.
  2. Create an account. Once you’ve selected your broker, simply go to their website and create an account. The steps required for this will vary from platform to platform, but generally you can expect to have to provide your name, email address, phone number, and some form of photo identification.
  3. Deposit funds. Log into your broker account and select the option to deposit funds. Depending on your broker you’ll have a variety of payment options available; most brokers accept bank transfers and debit card payments, but not all accept e-wallets such as PayPal. Select your preferred payment method and deposit the amount of money you wish to invest in ViacomCBS shares.
  4. Place an order for VIAC stock. Search for ViacomCBS’s ticker symbol (VIAC) and see the current price at which the stock is trading. If you’re happy with the price, enter the amount of shares you wish to own and place your order.
  5. Execute your order. Once you have placed your order, your broker will automatically execute it for you and your ViacomCBS shares will be listed in your account. Congratulations, you’ve just bought shares in ViacomCBS.

Should I invest in ViacomCBS?

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It might be of interest to anyone that wants to put their money into stocks which could be undervalued. ViacomCBS is a huge entertainment conglomerate that owns brands like Nickelodeon, Comedy Central, and Paramount, alongside the entire CBS group, but its stock price doesn’t reflect its size and scope.

Value stocks are often large companies like this that have, for whatever reason, been shunned by the market as a whole. In ViacomCBS’s case, it’s the fact that the rise of competitive streaming services like Netflix, Amazon Prime, and Disney, has transformed the face of television and how we consume content.

ViacomCBS is making its own strides to compete with them, however, and it has a huge library of content available with which to attract customers. It also pays a dividend, something more modern, tech-style companies tend not to do. The challenge is whether it has lost too much ground already to the new world order.

How has the company performed in recent years?

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It has been a turbulent time over the last decade as both Viacom and CBS – and then the combined entity after a 2019 merger – tried to fight, and then join, the streaming war. ViacomCBS is now worth a fraction of Netflix and Disney, because investors spent the last few years punishing the company for being left behind in the race for new customers. 

After the merger was announced in late 2019, the company was then hit by the pandemic crash in early 2010, which forced its share price down even lower. It fell to almost $10, the lowest it had been for more than a decade. Although it then recovered to some extent, the price drop and slow recovery indicated a company that has had a tough few years.

It is worth noting the one major price spike in recent years, which comes from early 2021. The stock doubled in six weeks and then lost all of that value in a fortnight. That swing was the result of the actions of a hedge fund called Archegos Capital Management, rather than ViacomCBS itself. The hedge fund owned a lot of Viacom stock and went bust, causing the massive drop in price.

Is it a good time to buy ViacomCBS shares now?

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It depends on how well you think the company can attract new customers with its streaming service. It has made a huge investment in that area, having rebranded its subscription service as Paramount+ and launching it in Europe. It’s also commissioning new shows, such as Star Trek, with which it can try to bring new customers on board.

However, there are systemic problems that will take time to fix, such as the fact ViacomCBS sold many of the rights to its popular shows a few years ago in order to make money in the short term. By giving those rights to its competitors, it can’t capitalise on them now when popular historic shows can be used as a means to attract new customers to their streaming service.

Investing in a stock like this is risky because you have to decide whether the company is undervalued or has simply been left behind, and there is often a thin line between the two extremes. The best thing to do is keep a close eye on the news for any developments that might help provide clarity.

Buying, selling and trading ViacomCBS shares for beginners

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What to do before buying shares

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You should always take the time to research a stock fully before investing your money, especially if you haven’t bought shares before. The more knowledge you have, the better your chances of making a wise investment. 

With that in mind, here’s a checklist to run through before you start.

  1. Research the company. You should always examine the fundamentals of a company first. What is ViacomCBS? How did the company get its start? How did it grow? Are ViacomCBS’s fundamentals strong? Is the company innovating? The more you know about ViacomCBS, the better positioned you’ll be to make smart investment decisions.
  2. Make sure you understand the basics of stock investing. Before getting involved in the stock market, make sure you have an understanding of how it works. This will ensure that you have more clearly defined goals and have thought through how you will achieve them.
  3. Decide between share dealing and CFD trading. Choose the type of investment strategy you want to pursue, and make sure you have carried out the necessary fundamental or technical analysis for share dealing and CFD trading respectively.
  4. Set the size of your budget. The golden rule of investing is never to risk more than you can afford to lose. Not every investment you make will result in a profit, so it is important to set a budget that not only allows good potential for capital growth, but also protects against overly damaging losses.
  5. Find the right broker. Individual brokers each have their own pros and cons. Some will have low fees but have a user interface you struggle to understand, whereas others may be a bit more expensive but come with a range of features that you want to take advantage of. Our trading platform reviews can help you find the right broker for you.
  6. Examine broader market conditions. No stock exists in a vacuum, and it’s always important to analyse the general trends of the stock market as a whole before investing. If a bear market is setting in and stock prices are falling, it’s best to wait it out and invest your money later when the stock is cheaper. If, however, the market is looking bullish, you’ll want to make your investment quickly to get the maximum benefit from rising stock prices. Our news section can help you keep on top of movements in the financial markets.

What is the difference between buying, selling, and trading shares?

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If you’re new to stock investing, then it’s important to understand the basics of how to buy, sell, and trade ViacomCBS shares. Here’s a quick run-through of what’s involved in each.

Buying ViacomCBS

This process involves finding a broker and placing an order for ViacomCBS stock, as outlined in the steps further up this page. Ideally you want to time your investment when the stock’s price is low so that you can profit by selling the shares after they increase in value.

Selling ViacomCBS

When you sell any ViacomCBS shares you have bought, you’ll want to do so at a higher price than the one at which you bought to earn a profit. 

When you sell is up to you. You might decide to hold for a long period of time, hoping to benefit from the company growing steadily throughout. Or, if you see that ViacomCBS’s stock is already up a lot compared to the price you bought it and you’ve noticed that the stock market is starting to fall, it might make sense to sell and take your profits to invest elsewhere. Equally, if the stock has fallen since you bought it and looks set to fall further, it might be a good idea to cut your losses by selling your shares.

Trading ViacomCBS

Trading is the same process, it’s just done over shorter periods of time with the aim to make small profits on a regular basis. This means that you can make money faster and spend your profits in your day-to-day life – however, on the other side it means you can lose money faster as well. For inexperienced investors, we generally recommend making investments for at least 6 months to a year instead of making trades in quick succession.

You can trade ViacomCBS shares through buying and selling shares, or by trading with CFDs. These allow investors to speculate on stock prices and trade with leverage in pursuit of bigger gains. CFDs trading is explained further in the next section, but it is worth noting that beginners should avoid trading with leverage. It comes with large risks and is best left to experienced investors.

Share dealing vs CFD trading

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When it comes to investing in any stock, the two options you have are share dealing and trading. Which one of these methods to opt for largely depends on your investment timeline, with investors thinking long term tending to go for share dealing, and those looking for short term gains pursuing a more aggressive trading strategy.

Here’s a quick summary of the two approaches, and the pros and cons of each.

Share dealing 

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Share dealing refers to the practice of buying and holding shares in a particular company over the long term. When investing like this, you’re seeking to profit either from dividend payments or an increase in the stock’s price over time.

When investing your money this way, it is important to do thorough fundamental analysis of the company in which you are investing. You want to put your money in a stock you believe will trend upwards over time, even if there is some market volatility along the way, rather than get distracted by shorter term peaks and troughs.


  • Can build wealth over time to achieve financial goals
  • Don’t need to be very reactive to short-term market movements
  • Some stocks will give you an income through regular dividend payments


  • Takes a long time to realise any profits
  • Your capital is tied up in stocks and cannot be used for other investments

CFD Trading 

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If your aim is to generate profits in the short term, then you might be better off trading shares than holding them in your portfolio. Stock trades like this are executed using CFDs (contracts for difference), which allow investors to trade against the value of a stock without having to take ownership of it. When CFD trading, investors are looking to buy and sell stocks fast to profit from short-term fluctuations in value.

One aspect of CFD trading that many investors find attractive is that they allow you to trade with leverage. This means you can place large trades while only putting up a fraction of the value yourself – for instance, if a platform offered leverage of 1:10, you could put £10 into VIAC shares and be able to trade £100 worth. This can maximise profits if the market moves in your favour, but be careful as it can also lead to heavy losses.

When trading using CFDs, it is key to be skilled at technical analysis and reading stock price charts. As you’re trading stocks quickly and frequently, the fundamental strength of the company in which you’re investing isn’t as important as being able to predict how its stock price will rise and fall minute-by-minute.


  • Can generate fast profits if you read the market right 
  • Some platforms allow you to trade with leverage
  • Prevents your capital being tied up so you can take advantage of investment opportunities


  • Trading with leverage is risky and can lead to big losses
  • Doesn’t necessarily generate growth over the long term

Consider which approach suits you best and craft an investment strategy that works for you. If you need more information, then simply take our course on how to trade stocks.

How to choose a broker

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With the wide variety of online brokers available these days, it can be hard to figure out which is the best service to go with. Our comparison table and in-depth reviews can help you cut through the noise, but by and large these are the aspects you should be considering when selecting a broker:

  • Range of stocks available. The most important thing is that you can actually use the broker to find the shares you’re looking for. Some brokers offer more stocks than others, and many will allow you to trade other assets, such as forex and commodities.
  • Fees and commissions. You want to keep as large a chunk of your profits as you can, so it’s important to make sure your broker doesn’t charge high fees that can eat into your profits.
  • Regulation. You should only use regulated brokers. Unregulated brokers can be risky and offer little to no protection if the business were to fail while you had funds in your account.
  • Payment methods available. You might want to fund your trading account using a specific payment method, such as PayPal. Not all brokers accept every payment method, but using our comparisons you can search only the brokers that support the option you’re looking for.
  • Reputation. One of the strongest indicators of a broker’s reliability is the reputation it has with the customers who have used it. Brokers are online businesses, and as such many user experiences can be found online. You can check these out in addition to our reviews to make sure you choose the right platform.
  • Customer service. As you’re going to be investing your money using the platform, you want to check that the broker offers good customer service in case you have a query or something goes wrong.
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Latest ViacomCBS news

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Paramount Global (NASDAQ: PARA) is in focus this morning following a report that it is in talks to sell Black Entertainment Television (BET) network. Who could be the buyer of BET network? Anonymous sources told Bloomberg today that possible acquirers include Scott Mills – the chief executive of BET
Shares of Paramount Global (NASDAQ: PARA) popped 15% today following reports that Skydance Media and RedBird Capital are interested in buying the mass media conglomerate. National Amusements has majority stake in Paramount Skydance and RedBird are considering going about it via National Amusements t
Paramount Global (NYSE: PARA) stock price has been one of the most underperforming media companies this year. The stock has dropped by 10% in 2023 while Warner Bros Discovery (WBD) and Netflix (NFLX) shares have jumped by double-digits. PARA has plunged by more than 84% from the highest point in 202
Warren Buffett’s Berkshire Hathaway is in news today after the conglomerate massively trimmed his stake in a semiconductor behemoth and loaded up on shares of a mass media and entertainment company. Berkshire ditched Taiwan Semiconductor Late on Tuesday, Berkshire confirmed that it slashed its
Paramount Global (NASDAQ: PARA) has been in a downturn over the past seven months but a Wells Fargo analyst warns the pain is not over just yet. Paramount stock could crash to $13 On Monday, Steven Cahall downgraded the media an entertainment conglomerate to “underweight”. His new price
Media stocks are no longer the darlings they were amidst the pandemic, especially after Snap Inc confirmed last night that advertising was indeed slowing down materially. Still, Cerity Partners’ Jim Lebenthal says there’s one name that continues to be worth owning, especially for the long-term inves

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James Knight
Editor of Education
James is the Editor of Education for Invezz, where he covers topics from across the financial world, from the stock market, to cryptocurrency, to macroeconomic markets.... read more.