Starzplay and Lionsgate+: The Evolution of a Global Streaming Service
The landscape of digital entertainment has shifted dramatically over the last two decades, and few services illustrate this volatility as clearly as Starzplay. From its early days as a content aggregator for Netflix to its expansion into the Middle East and its eventual rebranding as Lionsgate+, the service has navigated complex licensing battles and strategic pivots to maintain its global footprint.
At its core, the service was designed to bring premium feature films and original programming to audiences via Subscription Video-on-Demand (SVOD)—a model where users pay a monthly fee for unlimited access to a content library.
Key Facts
- Origins: Started as a partnership with Netflix in 2008 before becoming a standalone app in 2012.
- Global Reach: First localized outside the US in the MENA region (Middle East and North Africa) in 2015.
- Rebranding: Most international markets transitioned from Starzplay to Lionsgate+ in September 2022.
- Strategic Shifts: Transitioned from a standalone app to an add-on subscription model via Amazon Prime Video in several regions.
- Major Acquisition: A consortium led by e& and ADQ acquired a 57% stake in Starzplay Arabia in 2022 for $420 million.
The Early Years: From Netflix to Standalone
The Starzplay name first appeared in 2008 through a strategic agreement with Netflix. Rather than Netflix negotiating digital rights with individual studios—which was prohibitively expensive for newer titles—it sub-licensed rights through Starz Entertainment. This positioned Netflix as a "content aggregator," allowing Starz subscribers of Verizon FiOS to access content via Netflix's "Watch Instantly" platform.
This arrangement created friction with major studios. Walt Disney Studios Motion Pictures threatened to end its deal with Starz unless the partnership with Netflix ended or a separate licensing fee was paid. Eventually, Netflix assumed the rights to most Disney film releases directly in 2016.
The Transition to an Independent App
Starz had previously experimented with other SVOD services, including Starz Ticket (2004–2006) and Vongo (2006–2008). Following the end of the Netflix streaming agreement on February 28, 2012, Starz launched its own dedicated application. The app debuted on October 9, 2012, for iOS devices, followed by Android in May 2013 and Xbox 360 in December 2013.
International Expansion and Starzplay Arabia
In April 2015, the company launched Starzplay Arabia, marking its first localization outside the United States. It entered 17 countries across the Middle East and North Africa (MENA), successfully entering these markets before Netflix. This regional arm proved highly resilient, remaining active even after the U.S. version of the service was discontinued.
The service continued to grow globally, expanding into Pakistan in 2018 via a joint venture with Cinepax, and later entering Brazil, Europe, Argentina, Chile, and Italy between 2019 and 2020. In January 2021, a partnership with Abu Dhabi Media further expanded its appeal by adding live UFC events.
Rebranding to Lionsgate+ and Market Consolidation
To resolve brand conflicts with Disney's "Star" brand, Lionsgate rebranded the international service as Lionsgate+ on September 29, 2022. While Starzplay Arabia and Lionsgate Play remained unaffected initially, the rest of the international fleet adopted the new identity.
However, the years following the rebrand saw a significant consolidation of markets. Lionsgate+ exited several European markets (including France, Germany, and Italy) in late 2022, left Latin America in December 2023, and ceased UK operations in February 2024.
New Distribution Models
In recent years, the service has shifted toward partnership-based distribution. In several countries, it is provided through cable services like Vodafone (Spain) and PLDT Home (Philippines). More recently, it has pivoted to an add-on subscription model via Amazon Prime Video, launching in New Zealand in November 2024 and returning to the United States in April 2026.
| Era/Service | Key Timeline | Primary Focus/Change |
|---|---|---|
| Netflix Partnership | 2008 – 2012 | Sub-licensing content as a content aggregator. |
| Standalone Starzplay | 2012 – 2022 | Launch of dedicated apps and MENA expansion. |
| Lionsgate+ | 2022 – Present | Global rebranding and shift to Prime Video add-ons. |
| Lionsgate Play (Asia) | 2026 Sale | Operations sold to Rohit Jain via licensing agreement. |
Frequently Asked Questions
Why did Starzplay change its name to Lionsgate+?
The rebranding occurred in September 2022 primarily to eliminate brand conflict between Lionsgate and Disney's "Star" brand in international markets.
What happened to the Starzplay Netflix deal?
The agreement ended on February 28, 2012, after Starz announced it would not renew the contract, leading Starz to develop its own independent streaming applications.
Is Starzplay still available in the Middle East?
Yes, Starzplay Arabia remains available and was partially acquired by a consortium led by e& and ADQ in March 2022 for $420 million.
How can I access Lionsgate+ in the US and New Zealand?
In both the United States (as of April 2026) and New Zealand (as of November 2024), Lionsgate+ is available as an add-on subscription through Amazon Prime Video.
What happened to the service in Europe and Latin America?
Lionsgate+ ended its direct operations in most European markets by the end of 2022 and exited Latin America on December 11, 2023 (though some Amazon Prime Video users had access until February 2024).