SonyLIV has a problem, and it’s not competition from Netflix or Prime Video. It’s SonyLIV.
While platforms like Netflix can make people go through cringe shows only based on pure marketing, SonyLIV quietly buries its best releases under a pile of indifference. The result? Strong films and shows arrive, shine briefly for those who happen to stumble upon them, and disappear without ever getting their due. It’s not a talent issue. It’s a self-sabotage issue.
Take Alappuzha Gymkhana. A Malayalam-language sports drama that found real love at the box office. A film with grit, texture, and character, exactly the kind of regional cinema OTTs should be championing. But what did SonyLIV do with it? Absolutely nothing. No promotions. No strategic push. It was quietly dropped on the platform like an afterthought.
Then there’s Black, White and Gray: Love Kills, a dark, psychological thriller that dared to dig deeper into human emotions and crime. It wasn’t perfect, but it had enough intrigue and production value to deserve attention. Instead, SonyLIV treated it like filler content.
#Kankhajura, another standout, had all the makings of a buzzy title. Quirky, bold, and thematically rich. Yet again, minimal outreach. No trailers trending, no interviews, no social buzz. It was as if SonyLIV themselves didn’t believe in the stories they greenlit.
This isn’t about just one or two missteps; it’s a pattern. A platform with strong creative instincts but zero follow-through. A catalogue full of potential, but a marketing strategy that feels nonexistent.
SonyLIV doesn’t need a rival to lose the streaming race. It’s doing a fine job of that on its own.
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