Aman Srivastava Parts Ways With SonyLIV After a Decade-Long Run

Introduction

W hen a senior marketing leader with nearly two decades of experience exits a major streaming platform, it is worth paying attention. Aman Srivastava's departure from SonyLIV comes at a time when India's OTT landscape is more competitive than ever — and when the role of marketing leadership in defining a platform's identity has never been more critical. For brands, agencies, and media professionals tracking the streaming space, this is a development that deserves more than a passing glance.

The Big Announcement

Aman Srivastava has stepped down from his position as Senior Vice-President and Head of Marketing for OAP Digital Business at SonyLIV, the streaming arm of Sony Pictures Networks India. His exit brings to a close an association with the Sony network that began in 2015 — making it a decade-long relationship with the organisation.

Notably, this was Srivastava's second stint with Sony Entertainment Television, underscoring the depth of his connection with the network. In his most recent capacity, he led marketing operations for SonyLIV and held oversight of its digital business vertical.

Before SonyLIV, Srivastava served as Head of Marketing for the Youth and Movie Channel Business at The Walt Disney Company in India — a role that gave him significant exposure to youth-focused content marketing at scale. His career portfolio also includes Director of Marketing for international markets and syndication at Viacom18, along with marketing positions at Turner International India and Zee Telefilms.

He began his professional journey in media planning at MediaCom, building a foundation that would eventually span over 19 years of global leadership across marketing, operations, and profit-and-loss management in both direct-to-consumer and business-to-business environments.

What This Means for Your Brand

SonyLIV has been on an aggressive growth trajectory, investing in original content, sports streaming rights, and premium international titles. The platform's marketing function plays a central role in communicating that value proposition to subscribers and advertisers alike.

For brands that run campaigns on SonyLIV or partner with the platform for content integrations, a leadership change in marketing can signal a shift in priorities — both in terms of how advertising partnerships are structured and how the platform positions itself in a crowded streaming market.

Consider the broader context: Indian OTT platforms are under increasing pressure to demonstrate subscriber growth, reduce churn, and attract premium advertising. The Head of Marketing at a platform like SonyLIV is not just responsible for brand campaigns — they shape audience acquisition strategies, subscription messaging, and content marketing frameworks that directly influence advertiser confidence.

For media agencies and brand planners, this is a moment to stay close to SonyLIV's commercial team and understand how incoming leadership may recalibrate the platform's marketing direction. New leaders often bring fresh mandates — and fresh opportunities for brands willing to engage early.

The forward-looking reality: as streaming platforms compete fiercely for both eyeballs and ad rupees, the quality and consistency of marketing leadership will increasingly separate the platforms that grow from those that stagnate.

The Numbers Behind the News

Srivastava's career spans over 19 years, with leadership experience cutting across some of India's most influential media organisations — Disney, Viacom18, Turner, Zee, and Sony. That breadth of experience across both traditional broadcast and digital streaming is increasingly rare and commercially valuable.

SonyLIV itself has grown significantly as a platform, expanding from a catch-up TV service into a full-fledged streaming destination with original programming, live sports, and international content. Managing marketing for a platform at that stage of evolution requires someone who understands both the legacy of broadcast and the pace of digital — a profile Srivastava built over the course of his career.

His experience with global markets and syndication at Viacom18 also adds an international dimension that few streaming marketing leaders in India possess, making his exit a notable talent movement within the industry.

The Brands.in Perspective

Aman Srivastava's exit from SonyLIV is a reminder of something the Indian media industry often underestimates — the strategic value of marketing leadership in the streaming era. Running marketing for an OTT platform today is not about buying ad spots or designing campaign creatives. It is about building a brand that competes with Netflix, Amazon, and JioCinema for the most finite resource of all: human attention. When experience like Srivastava's walks out the door, platforms need to move quickly and thoughtfully to fill that gap. Who comes next will say a great deal about where SonyLIV sees itself in the next phase of India's streaming wars.

Key Takeaways for Marketers

• Srivastava exits after a decade-long association with the Sony network
• He held senior marketing roles across Disney, Viacom18, Turner, and Zee
• His experience spans 19-plus years across D2C and B2B media platforms
• Leadership changes at OTT platforms can shift advertising and partnership strategies
• Brands should engage proactively with SonyLIV's commercial teams during this transition

Frequently Asked Questions

Why did Aman Srivastava leave SonyLIV? No official reason has been disclosed publicly. His departure follows a decade-long association with the Sony network, and his next professional move has not been announced yet.

What was Aman Srivastava's role at SonyLIV? He served as Senior Vice-President and Head of Marketing for OAP Digital Business, leading marketing strategy for SonyLIV and overseeing its broader digital business operations.

How does this affect brands advertising on SonyLIV? Existing partnerships are unlikely to face immediate disruption. However, brands should stay informed about leadership changes and be prepared to re-engage on strategy with the incoming marketing head.

Closing

In India's fast-moving streaming landscape, marketing leadership is the invisible engine behind subscriber growth and brand equity. As SonyLIV enters its next chapter, who do you think should define the platform's marketing direction — a digital native or a broadcast veteran? Share your views below, and follow brands.in for daily brand intelligence that keeps you ahead of the curve.