Starz Setup Own-Brand Services In Netflix Response

After losing faith with how Netflix distributed their content, Starz Entertainment have revealed their intention to enter the online streaming market themselves, as they allow ‘authenticated pay-TV subscribers’ the chance to access Starz content through in-house desktop platforms and apps compatible with a range of supporting devices – launching initially for Apple’s range of portable products before planning an expansion to Android and games consoles.

The deal, made possible through an arrangement with cable-TV specialists Cox Communications, will see Starz -supported movies and TV shows find a new home following their decision to not renew their ‘content licencing’ deal with Netflix.

The premium channel, following Netflix’s refusal to meet their $300m annual asking price, will now look to follow the route of HBO, who despite licencing content to platforms such as Netflix, successfully operate an own-brand subscriber-only streaming service (HBO Go).

The launch of in-house services by Starz and Cox will begin with ‘Starz Play’ and ‘Encore Play’, and will be followed up by ‘Movieplex Play’, with a combined catalogue of over 1,500 titles (including films, TV shows, and ‘original content) rotated each month, to be shared between the services (Starz Play on an average of around 400, Encore Play at 900, and Movieplex Play featuring around 200 items to watch). This will cover content from the respective outlets that are often grouped together in a ‘theme’ such as Starz showing entire seasons of original series such as Spartacus and Boss, whilst movie content will include the network’s ‘first-run’ film rights from Disney and Sony Films.

Starz CEO Chris Albrecht summarised the developments, stating: “Starz and Encore have long been pioneers in the deployment of advanced services, being the first premium networks to offer authenticated access to our programing through distributors’ online platforms. Now, from big screens to mobile devices, a deep collection of movies and original programming from Starz and Encore provides a winning combination for both our distributors and customers.”

With an attempt to go it alone away from Netflix, Starz cannot possibly hope to compete with big-name streaming platforms in terms of content quantity, but will they have enough ‘star’ quality to shine in the market?