Starz streamer StarzPlay rebrands as Lionsgate+

Gaslit

Lionsgate-owned Starz has announced a full rebrand of streamer StarzPlay to Lionsgate+.

The streamer will roll out its new identity in 35 countries on 29 September, excluding the US and Canada where it will remain as Starz. Brand names for StarzPlay Arabia, along with south and southeast Asia’s Lionsgate Play will also remain in place.

Lionsgate+’s content offering will largely remain the same with originals such as political thriller Gaslit and upcoming series Dangerous Liaisons. It will also serve as the streaming home of a wide range of Spanish-language originals such as Señorita 89 and El Refugio.

The streamer will present its new identity in European markets including: Austria, Belgium, Denmark, France, Finland, Germany, Iceland, Ireland, Italy, Luxembourg, the Netherlands, Norway, Spain, Sweden, Switzerland, and the UK.

Lionsgate is currently in the process of separating Starz and its studio business. While it had previously indicated that it was looking to spin off Starz, the company this week told investors that it is now likely to explore spinning off the studio business instead.

Jeffrey Hirsch, President and CEO of Starz, said: “We recognised the potential of the global OTT market early, and over the last few years we have built an incredible global streaming service, which has become a destination for audiences seeking premium, provocative programming.

Operating under Lionsgate+ internationally brings a distinct and differentiated identity in an increasingly crowded international marketplace and builds on the brand equity in the Lionsgate name that our extensive research has proven is strong around the world. Even with the separation of Starz and the Lionsgate studio business, the Lionsgate brand will continue to be valuable to the ongoing success of our international platform.”

Superna Kalle, President, International Networks for STARZ, said: “Our commitment to deliver bold, curated stories where we push boundaries and defy expectations remains the same. We have built strong relationships with our viewers and look forward to continue providing them premium storytelling as Lionsgate+.”