Sony seeks Crackle partner

Sony Pictures Television (SPT) is looking to sell a stake in its digital streaming service Crackle in an attempt to better compete with its tech rivals.

Mike Hopkins

The ad-supported streamer was set up in 2007 and the potential sale or partnership is intended to increase scale and revenue in what has become a saturated market.

Former Hulu chief Mike Hopkins joined SPT in the fall to run its TV division and announced the news in an internal email on Monday.

“As we build and grow our direct-to-consumer businesses, I want to make you all aware that we have begun the process of exploring potential partnerships for Sony Crackle to drive scale and position the streaming network to be more competitive,” he said.

“Crackle is a tremendously valuable asset for us, and with premium AVoD getting more and more traction as advertisers seek high-value online advertising opportunities, we feel there is room for greater growth for our OTT business.

“With the right partner – one that could bring additional content or users or leverage existing assets for advertising and promotion – we feel we can expand Crackle’s audience and significantly increase revenue.”

SPT closed Crackle in Canada last month. It launched in the country in 2010 and the move followed the axing of the UK and Australian services in 2014.

However, it continues to operate and commission original content in the US and Latin America, with titles including The Art of More, StartUp and The Oath.