iWorld
International streaming service Starzplay rebrands as Lionsgate+ in 35 countries
Mumbai: Starz has announced that its premium international streaming service, Starzplay, will rebrand as Lionsgate+ in 35 countries. This coincides with a new brand look and graphics package, rolling out globally on 29 September 2022.
The new brand look, with its graphics package, colour palette, and design elements, will be deployed in the U.S. and begin rolling out in the majority of Starz’s 63 country footprint. Starzplay will rebrand to Lionsgate+ in 35 Starz markets, excluding the US and Canada, where it will remain Starz. Brand names for Starzplay Arabia, along with South and Southeast Asia’s Lionsgate Play, will also remain in place.
“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,” said Starz president & CEO Jeffrey Hirsch.
“Our commitment to delivering 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 continuing providing them with premium storytelling as Lionsgate+,” said Starz president of international networks Superna Kalle.
Lionsgate+ subscribers have access to a library of exclusive, premium content, including original series premiering globally on the same day as the United States, such as the political thriller Gaslit; period dramas in its royal collection, such as the upcoming series Dangerous Liaisons; and a series set in the universe of the blockbuster Power franchise. Lionsgate+ is also home to Spanish-language original series such as the drama Señorita 89, sci-fi thriller El Refugio and crime drama Express, and offers first-run series on television, including the genre-bending series The Great, and the action-thriller series Gangs of London, plus a collection of movies added to the platform every month.
Starz established itself as one of the first US linear channels to enter the global market upon launching its global SVoD service, now Lionsgate+, in 2018, offering audiences access to what it calls bold, curated storytelling. Since its initial launch, coupled with its Starzplay Arabia joint venture, Starz’s global footprint has expanded into 63 countries throughout Asia, Canada, Europe, Latin America, MENA and Southeast Asia.
With the rebrand in effect, below is the breakdown of service names across the 63 countries where SVoD has a presence.
iWorld
JioHotstar enters micro-drama space with 100 shows under Tadka banner
Short-form push targets 300M users as content meets commerce in new format
MUMBAI: JioStar has made a bold play in India’s fast-growing micro-drama space, rolling out over 100 short-form shows under its new Tadka banner on JioHotstar, timed with the massive viewership surge of the Indian Premier League 2026.
The scale of the launch signals clear intent. Rather than testing the waters, the company has dived in headfirst, releasing a wide slate of content on day one. Each show is designed for quick consumption, with episodes running 60 to 90 seconds in a vertical format tailored for mobile-first audiences.
The move comes as India’s micro-drama market, currently valued at around $300 million, is projected to grow tenfold to over $3 billion by 2030. Globally, the format has already proven its mettle, with China’s micro-drama sector recording explosive growth in recent years.
What sets this rollout apart is its built-in monetisation strategy. The shows are free to watch and ad-supported, with brand integrations woven directly into storylines from the outset. It reflects a broader shift where content and commerce are increasingly intertwined, rather than operating in silos.
The timing is equally strategic. With more than 300 million users already tuning in for IPL action, JioHotstar is effectively turning cricket’s biggest stage into a discovery engine for its new format.
The company is not entering an empty arena. Early movers like Kuku TV, MX Player and platforms backed by Zee Entertainment Enterprises have already laid the groundwork, building audiences and validating demand for snackable storytelling.
Now, with scale, distribution and advertiser interest aligning, the big players are stepping in. For JioStar, Tadka may well serve as a proving ground for the next evolution of digital entertainment, where every minute counts and every second sells.
If the bet pays off, India’s next big content wave might just arrive in under 90 seconds.
