This spring, Sony’s free streaming service Crackle will be rebranded to “Sony Crackle.”

The slight name change is meant to create a tighter link between Crackle and Sony. “Sony Crackle” could generate stronger name-recognition among older demographics and help with subscriber numbers.

In an interview with Ad Week, Crackle’s General Manager Eric Berger explained that the new name reflects the central role Crackle plays in Sony’s advertising sales strategy.

“From a sales perspective, we sell PlayStation as well, and a variety of other Sony properties. And it does make sense, as you put it all across.” – Eric Berger

Crackle’s advertising sales organization is responsible for selling ad space on PlayStation as well as other Sony properties.

What Is Crackle?

Sony bought its free, ad-supported alternative to Netflix and Hulu back in 2006.

Although not as well-known as its competitors, Crackle achieved a small victory with the Emmy Award winning series Comedians in Cars Getting Coffee with Jerry Seinfeld. Crackle was also one of the few ways to see the controversial comedy The Interview after North Korea hacked Sony’s servers.

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