Globo Media Center
With this renaming, the Globo.com video platform was also the Rede Globo and Globosat's Video-on-demand service by means of a paid subscription: globo.tv+, in a first effort to contain the advance of Netflix, which had started in Brazil in 2011.
Unlike the previous initiative, this rebranding had a wide publicity in his debut, and, despite being exclusively for Rede Globo shows, it soon became a major player in the market for streaming services in Brazil.
Some changes were done to increase its competitivity, such as free live Rede Globo broadcasting in some areas; and variety, news and sports full shows for free, keeping telenovelas, series and reality shows exclusively to subscribers. Besides that, some telenovelas had a spin-off miniseries, and some series were broadcasted on Globo Play months - and, sometimes, one year - before Rede Globo.
In order to strengthen its service, due to the increase in the number of competitors in Brazil (like Amazon Prime Video, HBO Go and PlayPlus), Globoplay started to add Globosat shows gradually in its catalog, to acquire films and exclusive foreign productions; and began producing its original series. Curiously, this repositioning project was provisionally titled Globoflix, alluding to Netflix.
The renaming to Globoplay was made some months before this redesign. The icon and wordmark was revealed in social media and email marketing in August 16, 2018; and one week later, it was officially released on the apps and advertising.