Starz’s international streaming service StarzPlay will rebrand as Lionsgate+ in 35 countries.
The rebranding is timed to the global launch of a new brand design and graphics package on Sept. 29.
“We recognized 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,” Jeffrey Hirsch, president and CEO of Starz, said in a statement. “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.”
The United States and Canada will be unaffected by the rebrand, where it will remain Starz. StarzPlay Arabia, along with South and Southeast Asia’s Lionsgate Play, will also remain.
“Our commitment to deliver bold, curated stories where we push boundaries and defy expectations remains the same,” Superna Kalle, president of international networks for Starz. “We have built strong relationships with our viewers and look forward to continue providing them premium storytelling as Lionsgate+.”