SonyLIV has appointed Prashant Iyer as Head of Marketing, strengthening its leadership team as the OTT platform continues to expand its presence in the competitive digital streaming market.
In his new role, Iyer will be responsible for leading the platform’s marketing strategy, brand positioning, and audience engagement initiatives. His appointment comes at a time when streaming platforms are intensifying efforts to differentiate content offerings and strengthen user acquisition and retention strategies.
Iyer brings extensive experience in marketing, brand building, and digital strategy. Over the course of his career, he has worked across sectors, focusing on developing integrated campaigns and driving business growth through data-driven marketing approaches. His expertise is expected to support SonyLIV’s efforts to enhance visibility and deepen audience engagement across its portfolio.
SonyLIV operates in a rapidly evolving OTT ecosystem where competition from both global and domestic players continues to increase. Platforms are investing heavily in content, technology, and marketing to capture audience attention and build long-term loyalty. In this environment, leadership roles in marketing are becoming critical to aligning brand communication with business objectives.
The company’s decision to appoint a senior marketing leader reflects a broader industry trend where media and entertainment platforms are prioritising strategic hires to navigate shifting consumer preferences. With audiences consuming content across multiple devices and formats, marketing strategies are becoming more complex and data-driven.
Iyer’s role is expected to involve overseeing integrated campaigns across digital, social, and performance channels. OTT platforms are increasingly relying on targeted communication and personalised messaging to reach diverse audience segments. The ability to analyse user data and translate insights into actionable strategies is becoming central to marketing effectiveness in this sector.
Industry observers note that the streaming market has seen significant growth, driven by increased digital adoption and changing viewing habits. Consumers are seeking on-demand, personalised content experiences, prompting platforms to continuously innovate both in content delivery and marketing execution.
SonyLIV has been focusing on expanding its content library and strengthening its positioning in categories such as original series, sports, and regional programming. Marketing plays a key role in amplifying these offerings and ensuring that they reach the right audiences at the right time.
While the company has not disclosed specific details about upcoming campaigns, Iyer’s appointment is expected to support SonyLIV’s broader growth strategy. Leadership additions at this level often contribute to refining brand messaging, improving campaign effectiveness, and driving measurable business outcomes.
The move also highlights the growing importance of marketing leadership in the OTT sector. As platforms compete for viewer attention, the role of marketing is expanding beyond promotion to include audience insights, performance tracking, and cross-platform engagement.
SonyLIV’s focus on strengthening its marketing function aligns with the broader shift toward data-led decision-making in the media industry. Companies are leveraging analytics and technology to optimise campaigns and improve return on investment.
Iyer’s experience in managing integrated marketing efforts is likely to contribute to these initiatives, helping the platform navigate the complexities of a competitive market. His appointment underscores the importance of aligning marketing strategies with evolving consumer behaviour and digital trends.
As the OTT landscape continues to evolve, leadership movements such as this are expected to play a role in shaping how platforms position themselves and connect with audiences. SonyLIV’s latest appointment reflects its intent to strengthen its marketing capabilities and support its long-term growth objectives.