SonyLIV's Strategy in the Indian Sports Streaming Landscape: A Focus on Football and Technological Innovation
Newsletter #4 on Indian Sports Streaming Platforms
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OTTplay Premium Expands Content with JioCinema Partnership, Strengthens Position as India’s Largest OTT Aggregator
OTTplay Premium, India's OTT super app known for its AI-driven recommendation engine, has announced an exciting new partnership with JioCinema, further enriching its content portfolio and delivering an enhanced streaming experience to users. This collaboration offers OTTplay Premium subscribers immediate access to JioCinema's extensive library, featuring a broad array of popular shows, blockbuster movies, live sports, and exclusive original content—all at no additional cost.
Expansive Content Access: A Complete Entertainment Package
With this partnership, OTTplay Premium subscribers can dive into JioCinema’s entire library, which includes a diverse mix of highly acclaimed content. Subscribers will now have access to popular Indian shows like Bigg Boss and regional hits like Unaad and Rathnam. Additionally, exclusive Jio originals, including Khalbali Records, PILL, and Gaanth, along with live TV channels such as Colors, Comedy Central, and MTV Beats, will be available.
OTTplay Premium is also bolstering its catalog with premium international titles sourced from top studios, including NBCUniversal, Warner Bros. Discovery, and HBO. Iconic series like Game of Thrones, Succession, Suits, and The Office add value for subscribers who enjoy global content. In addition, popular series from Peacock like Chicago P.D. and new releases like The Penguin provide access to critically acclaimed shows, meeting the demand for high-quality international programming.
Strategic Platform Expansion: Seamless, Multi-Device Access
Initially accessible on OTTplay's Android and iOS apps, JioCinema’s content will soon be available across other devices through a phased rollout on desktop and smart TVs. This expansion ensures users enjoy a seamless streaming experience regardless of their preferred platform, a move aligned with OTTplay’s goal of delivering comprehensive and convenient access to a wide range of content.
CEO Insights: Positioning OTTplay as India’s Ultimate Content Discovery Hub
Avinash Mudaliar, CEO of OTTplay, shared his enthusiasm for this milestone, stating, “This partnership with JioCinema marks a significant milestone in OTTplay’s journey to become the ultimate destination for content discovery and streaming. By offering access to JioCinema’s rich catalog, including sports and exclusive originals, we are broadening our content library to meet the diverse preferences of our users. With this integration, we are confident that OTTplay Premium will continue to lead the market in providing personalized, high-quality content across all regions of India.”
[With inputs taken from: Business Standard]
Agenda
A New Era for Football Streaming in India
My Views: SonyLIV's Path to Compete in the Sports Streaming Market
And….Action!
A New Era for Football Streaming in India
SonyLIV, one of India’s pioneering OTT platforms, is carving out a unique space in sports streaming, with a special focus on football. This move aligns with Sony’s mission to position itself as the “Home of Football” in India—a distinction built through exclusive partnerships and strategic investments in top-tier football properties, such as the UEFA EURO Championship.
SonyLIV’s Sports Strategy: Establishing a Football-Centric Identity
Long-term Football Investments: SonyLIV’s commitment to football is underscored by its renewed media rights agreement with UEFA, extending until 2027. This partnership allows Sony to broadcast over 1,600 matches annually, making it a powerhouse for European football in India. This consistency in football offerings positions SonyLIV to capitalize on India’s growing football fandom.
Targeted Growth via Premium Properties: The UEFA EURO Championship, UEFA Champions League, and Bundesliga are among the key assets SonyLIV leverages to drive app usage and attract a sustainable audience. These events create “appointment viewing,” where fans consistently return to the app, building a loyal user base.
Advertising and Audience Packages: Monetizing Premium Viewership
Advertisement Opportunities: The concentrated viewership during tournaments like the EURO provides an enticing platform for brands to target sports enthusiasts, especially in male-dominated segments (80% male viewership). Key sectors for advertisers include automotive, BFSI, and beverages, all of which seek to tap into SonyLIV’s football-focused audience.
Subscription Model for Sports Enthusiasts: SonyLIV’s strategic bundling of premium sports content increases app sampling and attracts new users. The UEFA events are not only audience magnets but also drive subscription growth, particularly among younger demographics who may not be as interested in cricket.
Regional and Demographic Focus: Expanding Football's Appeal in India
Geographic Strategy: Regions like West Bengal, which already have a strong football culture, are primary targets. However, SonyLIV aims to grow football's footprint across India, leveraging football’s accessibility and appeal.
Engagement Beyond Cricket Fans: Nearly 40% of SonyLIV’s football audience does not watch cricket, highlighting a valuable niche in India’s sports ecosystem. By focusing on non-cricket fans, SonyLIV differentiates itself in a cricket-dominated market.
Competitive Landscape and Differentiation
Beyond Cricket—Exclusive Rights Portfolio: In the absence of major cricket tournaments, SonyLIV’s catalog includes an array of global sports such as UEFA tournaments, Bundesliga, WWE, and tennis. This diversified offering strengthens SonyLIV’s foothold as an all-around sports destination, competing with platforms like Hotstar and Fancode.
Innovating with Proprietary Leagues: To further its sports footprint, SonyLIV could explore launching its leagues in emerging sports like padel, golf, and local tennis. These leagues would give SonyLIV exclusive control over rights, distribution, and potential revenue streams, similar to Star’s Pro Kabaddi League.
Global Reach and Diaspora Focus: Broadening SonyLIV’s Horizons
International Availability: With SonyLIV’s presence in Canada, Europe, the Middle East, and other regions, it can cater to the Indian diaspora. Football’s international popularity, coupled with SonyLIV’s strategic partnerships, enables expansion into lucrative markets and builds a broader audience base.
Localized Content for Overseas Markets: SonyLIV’s flexible licensing model allows for local sports partnerships in foreign markets, enhancing its appeal and adding value for subscribers abroad. This approach not only grows viewership but also strengthens Sony’s global brand as a hub for sports entertainment.
Technological Advancements through TCS Partnership
Platform Transformation: SonyLIV’s collaboration with Tata Consultancy Services (TCS) focuses on enhancing user experience through AI-driven personalization, data analytics, and machine learning. TCS’s next-gen digital solutions will enable SonyLIV to better understand user preferences, optimize content recommendations, and boost engagement.
Innovation and Prototyping: The TCS Experience Design Center will allow SonyLIV to test and launch new features rapidly, setting it apart in a competitive OTT landscape. SonyLIV’s global transformation strategy, supported by TCS’s agile development model, strengthens its capabilities in delivering an interactive, immersive, and differentiated sports experience.
Looking Ahead: Future Opportunities in the Sports Streaming Landscape
Growth of Non-Cricket Sports: The appetite for football and other international sports is on the rise in India. By nurturing this growing demand and diversifying its sports content, SonyLIV can secure a stronger foothold in the Indian OTT market.
Potential for Original Sports Content and Documentaries: In addition to live streaming, SonyLIV could explore exclusive sports documentaries and behind-the-scenes content, enhancing viewer loyalty and giving fans more reasons to stay engaged between events.
My Views: SonyLIV's Path to Compete in the Sports Streaming Market
SonyLIV’s strategic focus on football and international sports, complemented by technological innovations and a nuanced understanding of Indian audiences, has positioned it as a strong contender in India’s sports streaming landscape. With long-term partnerships such as UEFA and TCS driving immediate engagement and paving the way for sustainable growth, SonyLIV has built a solid foundation for both its domestic and global ambitions.
However, the challenge ahead is formidable. The Jiostar combination—Disney+ Hotstar and JioCinema—dominates the Indian sports streaming market, particularly with its near-monopoly on cricket streaming rights, which remain the crown jewel of Indian sports. With cricket commanding unparalleled loyalty and viewership, SonyLIV must strategically pivot to carve out a niche that balances its international sports appeal with local relevance.
What works in SonyLIV’s favor is its legacy as one of India’s oldest OTT platforms with deep-rooted expertise in streaming live sports. Its international sports catalog, including UEFA tournaments, Bundesliga, and WWE, is a testament to its robust content library. However, to compete effectively in this intensely competitive space, SonyLIV must aggressively pursue domestic sporting rights. The critical question is: which sports offer the best opportunity?
Cricket, kabaddi, and football appear out of reach for now, with the Pro Kabaddi League under Disney+ Hotstar’s fold and the ISL firmly held by Jio. Yet, the rise of emerging sports like padel and pickleball among India’s younger demographic represents an untapped opportunity. As highlighted in an earlier newsletter, these sports are rapidly gaining traction, particularly among urban millennials and Gen Z audiences, who are more inclined to explore niche, fast-paced sports.
Localization of international sports content is another lever SonyLIV can pull to stay relevant. While WWE and UFC have demonstrated success in capturing “desi” audiences, the time is ripe to diversify further into sports that resonate deeply with Indian viewers’ cultural and recreational habits. Domestic leagues for emerging sports, or even original tournaments created and owned by SonyLIV, could serve as powerful differentiators in an oversaturated market.
In essence, SonyLIV’s challenge is twofold: defending its stronghold in international sports while diversifying into high-potential local sports to secure its position as a key player in India’s sports streaming ecosystem. The path forward is not straightforward, but one thing is clear—sticking to the status quo is not an option. Innovation in content acquisition, coupled with a deep focus on the evolving preferences of Indian audiences, will define SonyLIV’s next chapter.
For readers: How do you see the growth of football in India shaping the OTT landscape? Share your thoughts in the comments!
As Rafael Nadal bows out of competitive tennis, SonyLIV offers highlights across his career showcasing iconic moments, best career shots, Nadal - Federer rivalry and more. I will miss saying VAMOS RAFA!
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As a commoner and now into the growing streaming culture across globe, I am seeing the growth of OTT in India moving towards sports from movies, series, news and other contents is a big move not only for sport audiences but for sports enthusiasts, aspirants and sport starts across all available sports.
Cricket being the only major sponsorship based event, heavily celebrated with brands, tournaments and auctions in India, it opens a big market and demands now.
All OTT apps competing to grab the streaming rights of International clubs to stream in India for subscribers mainly Paid/Premium users, what is the give back that will be profitable for Indian users.
Taking Pillipinas Live App as example, sponsoring major sports clubs tied to nativity, I would like to see the major OTT Providers take it as an leading example to promote the growth of sports in the Nation, India.
India being one of the heavily populated country with more to the eye, among the vast nation has lot to contribute to sports. Hoping for Sports streaming evolution in India!