Sony LIV, the streaming platform owned by Sony Pictures Networks India, is banking on cricket and a fresh slate of originals to drive its next phase of growth. With the Asia Cup at the center of its strategy, the platform aims to double its direct-to-consumer (B2C) subscriber base.
“This is the first time a cricket tournament of this scale is on Sony LIV. We believe this can pivot us into the next phase of growth,” Danish Khan, Business Head – Sony LIV, told ET.
Industry estimates put the platform’s paid subscriber base at 30–35 million, across both direct and bundled offerings.
India’s subscription OTT market currently has about 40 million direct subscribers and 150–200 million bundled users. Khan expects the market to double in four years as traditional TV viewers migrate to connected TV (CTV). “Between 2025 and 2029, OTT growth will be more subscription-led than advertising,” he said.
Sony LIV has so far leaned heavily on telco and distribution bundling. The new focus, Khan said, is to “double our direct subscription.”
The Asia Cup has also drawn strong advertiser interest. “Advertising traction has been extremely robust. The timing, just before Diwali, has boosted optimism,” Khan said, adding that GST cuts on some categories have further lifted sentiment. He noted that 90% of CTV ad inventory has already been sold.
Industry sources peg Sony’s ad revenue target for the tournament at around Rs 400 crore from TV and digital, with digital contributing half. The platform has also partnered with Dream Sports-owned FanCode for streaming.
Big-ticket matches such as India vs Pakistan are expected to drive a surge in downloads and subscriptions. Sony LIV has timed the release of 25 originals alongside the tournament, including 10 Hindi shows, 12 regional titles, and returning franchises such as Shark Tank India, MasterChef and Million Dollar Listing. The regional slate will span Tamil, Telugu, Malayalam, Marathi and Bengali.
“Large parts of India will download Sony LIV to watch the Asia Cup. This is the right time to showcase our content. We are bullish this will grow subscriptions and the overall business in a big way,” Khan said.
Sony LIV is targeting what Khan calls the “top 20% of digital natives”—urban, affluent viewers. “We are telling cerebral Indian stories, backed by authenticity and research. That segment is underserved,” he said.
The strategy has already produced hits. Scam 1992 became a breakout success, while Telugu original Mayasabha set all-time launch records across platforms, according to Ormax.
While cricket remains a costly investment, Khan emphasized that Sony’s sports strategy is rooted in profitability. “We always look for sustainable propositions,” he said.
Sony Sports Network already holds properties such as UEFA, the Australian Open and the FA Cup, all of which stream on Sony LIV. But Khan described the Asia Cup as an inflection point because of cricket’s unmatched pull on app downloads and subscriptions.
Even as short-form video grows globally, Sony LIV is steering clear. “Our focus is long-format, high-commitment stories. Good shows continue to get that time from audiences,” Khan said.
He argued that short-form video has not dented premium OTT viewing, with CTV in particular driving longer watch times.
Bundling will remain central to reach, Khan said, as telcos and even device makers like Samsung and LG expand their aggregator role. He pointed to YouTube and Amazon as potential distribution partners for Indian OTT, similar to their role in the US.
Sony LIV has also stayed conservative on budgets, even as rival streamers spent aggressively on originals and film rights. “We never had very high budgets. We have always been profitable. The recent correction in the industry is good as it brings costs down for everyone,” Khan said.
On the growing trend of co-sharing content rights, particularly in films and cricket, Khan said, “Everybody will try different things to reach new audiences and improve unit economics. More co-sharing will happen.”
“This is the first time a cricket tournament of this scale is on Sony LIV. We believe this can pivot us into the next phase of growth,” Danish Khan, Business Head – Sony LIV, told ET.
Industry estimates put the platform’s paid subscriber base at 30–35 million, across both direct and bundled offerings.
India’s subscription OTT market currently has about 40 million direct subscribers and 150–200 million bundled users. Khan expects the market to double in four years as traditional TV viewers migrate to connected TV (CTV). “Between 2025 and 2029, OTT growth will be more subscription-led than advertising,” he said.
Sony LIV has so far leaned heavily on telco and distribution bundling. The new focus, Khan said, is to “double our direct subscription.”
The Asia Cup has also drawn strong advertiser interest. “Advertising traction has been extremely robust. The timing, just before Diwali, has boosted optimism,” Khan said, adding that GST cuts on some categories have further lifted sentiment. He noted that 90% of CTV ad inventory has already been sold.
Industry sources peg Sony’s ad revenue target for the tournament at around Rs 400 crore from TV and digital, with digital contributing half. The platform has also partnered with Dream Sports-owned FanCode for streaming.
Big-ticket matches such as India vs Pakistan are expected to drive a surge in downloads and subscriptions. Sony LIV has timed the release of 25 originals alongside the tournament, including 10 Hindi shows, 12 regional titles, and returning franchises such as Shark Tank India, MasterChef and Million Dollar Listing. The regional slate will span Tamil, Telugu, Malayalam, Marathi and Bengali.
“Large parts of India will download Sony LIV to watch the Asia Cup. This is the right time to showcase our content. We are bullish this will grow subscriptions and the overall business in a big way,” Khan said.
Sony LIV is targeting what Khan calls the “top 20% of digital natives”—urban, affluent viewers. “We are telling cerebral Indian stories, backed by authenticity and research. That segment is underserved,” he said.
The strategy has already produced hits. Scam 1992 became a breakout success, while Telugu original Mayasabha set all-time launch records across platforms, according to Ormax.
While cricket remains a costly investment, Khan emphasized that Sony’s sports strategy is rooted in profitability. “We always look for sustainable propositions,” he said.
Sony Sports Network already holds properties such as UEFA, the Australian Open and the FA Cup, all of which stream on Sony LIV. But Khan described the Asia Cup as an inflection point because of cricket’s unmatched pull on app downloads and subscriptions.
Even as short-form video grows globally, Sony LIV is steering clear. “Our focus is long-format, high-commitment stories. Good shows continue to get that time from audiences,” Khan said.
He argued that short-form video has not dented premium OTT viewing, with CTV in particular driving longer watch times.
Bundling will remain central to reach, Khan said, as telcos and even device makers like Samsung and LG expand their aggregator role. He pointed to YouTube and Amazon as potential distribution partners for Indian OTT, similar to their role in the US.
Sony LIV has also stayed conservative on budgets, even as rival streamers spent aggressively on originals and film rights. “We never had very high budgets. We have always been profitable. The recent correction in the industry is good as it brings costs down for everyone,” Khan said.
On the growing trend of co-sharing content rights, particularly in films and cricket, Khan said, “Everybody will try different things to reach new audiences and improve unit economics. More co-sharing will happen.”
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