AUCKLAND, Today: Neon is unveiling a refreshed brand identity and new campaign today, marking a new chapter for the local streaming service, alongside a stellar lineup of new and returning content for audiences across the motu.
The refresh comes as Sky evolves its entertainment content offering, moving to a curated mix of content from a range of leading global partners, including Paramount, Sony Pictures Television, NBCUniversal, BBC Studios, Lionsgate, A24, The Walt Disney Company, AMC Global Media, Madman Entertainment, Fifth Season and StudioCanal, alongside standout local productions.
Neon’s refreshed visual identity and new brand campaign, Something to Stream About, is designed to create a more distinctive position in market, tapping into the conversations, social buzz and culture-defining moments around TV, delivered with a distinctly Kiwi and irreverent tone.
Nikki Goodman, Chief Customer Officer at Sky, says, “Neon has always had great shows, now it has the brand strategy to match. This evolution reflects how New Zealanders watch and talk about entertainment today, bringing together must-watch new titles, familiar favourites and the cultural moments everyone wants to be part of.
“Being of this place is what makes Neon stand out from its global competitors – it is distinctively Kiwi, knows its audience and isn’t afraid to have a point of view.”
Brand strategy agency, ThoughtFull provided brand strategy support to Neon. Geoff Suvalko, Partner at ThoughtFull, says the streaming category presented an opportunity for Neon to stand apart. “Streaming is a crowded space, and many of the global platforms feel the same. Through this work, we saw an opportunity to position Neon as a true Kiwi challenger and break that pattern.
“You’ll see the refreshed Neon brand start to show up more in the conversations people are already having about the shows they love, in a way that feels more relevant and engaging for New Zealand audiences.”
“Neon has always had great shows, now it has the brand strategy to match. This evolution reflects how New Zealanders watch and talk about entertainment today,” – Nikki Goodman, Chief Customer Officer at Sky
New this week on Neon
A strong slate of highly anticipated new titles land on Neon this week, including:
- The Audacity (14 May), a darkly comic Silicon Valley drama from Better Call Saul and Successionwriter-producer Jonathan Glatzer
- Dutton Ranch (15 May), Taylor Sheridan’s Yellowstone spin-off following Beth Dutton and Rip Wheeler as they fight to protect the family legacy
- The Agency (17 May), a high-stakes espionage thriller starring Michael Fassbender, with season two arriving 18 June
- Mint (17 May), a critically acclaimed ‘Romeo and Juliet meets gangster’ thriller from BBC Studios
Coming soon to Neon
Upcoming highlights include Jon Hamm-fronted psychological thriller American Hostage, A24 horror series Crystal Lake, and Kill Jackie starring Catherine Zeta-Jones.
From leading Canadian media and content company Bell Media (behind the much‑talked‑about Crave Original series Heated Rivalry, confirmed to return to Neon in 2027) and Blink49 Studios, comes Yaga, a mystery thriller reimagining the ancient myth of Baba Yaga for contemporary audiences, starring Carrie‑Anne Moss, Noah Reid, Clark Backo and Hudson Williams.
New series from Fifth Season include The Good Daughter (Rose Byrne, Meghann Fahy), UK crime drama The Blame (Michelle Keegan) and The Westies, the latest drama from Narcos creator Chris Brancato.
Anime content from Crunchyroll is also coming to Neon, including JUJUTSU KAISEN, SPY x FAMILY and Cowboy Bebop.
Neon continues to invest in local storytelling for Aotearoa New Zealand, with new Sky Originals including crime drama Bust Up (Morgana O’Reilly, Roimata Fox) landing on 27 May.
Later in the year, comedy Good Bones (Josh Thomson) will land, alongside programming for family audiences including the return of Secrets of Red Rocks, new animated series Tralala and The Last Moa.
A slate of exclusive films will roll out across winter, including The Running Man, The Long Walk, Kangaroo, Sentimental Value, Splitsville and The SpongeBob Movie, alongside local titles Not Only Fred Dagg but Also John Clarke and Grace: A Prayer for Peace.
Neon’s content expansion includes a significant refresh of its library, spanning premium drama, comedy, crime and international series. Highlights of newly available content include Downton Abbey, Dawson’s Creek, The Bridge, Ray Donovan, Scrubs, Atlanta, The Americans and Homeland.
Coming soon: Sky Drama
As part of Sky’s broader entertainment evolution, a brand‑new channel, Sky Drama, will launch in early June for Entertainment customers. Sky Drama will deliver a curated weekly line‑up of premium dramas, bringing together the hottest new releases such as The Audacity, Dutton Ranch, The Agency and new AMC horror thriller The Terror: Devil in Silver, alongside beloved library content, including a strong foreign language series offering.
CREDITS
ThoughtFull: Brand Strategy and Identity
Special: Campaign Strategy and Execution
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