Streaming Service Crackle Will Rebrand As Sony Crackle This Spring

Name change comes as company sells advertising across multiple platforms

Sony’s free, ad-supported streaming service Crackle will rebrand as Sony Crackle this spring, the outlet announced at the Television Critics Association’s winter press tour.

The new name will allow Crackle—make that Sony Crackle— “to lean into the power of what Sony stands for,” Eric Berger, GM for Crackle and evp and chief digital officer for Sony Pictures Television Networks, told reporters.

Berger elaborated on those remarks in an interview with Adweek, explaining that the name change “is a big push to be associated with the larger Sony brand on a company-wide basis.

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