Strategic Expansion in MENA

iQIYI, a leading online entertainment platform from China, is making significant strides to enhance its presence in the Middle East and North Africa (MENA) region. Recently, the company forged a content partnership with Egypt’s Arabic streaming service, Watch IT. Just three days later, it inaugurated its new MENA branch in Dubai, solidifying its operational footprint in this vibrant market.

Localisation Strategy

These initiatives are part of iQIYI’s comprehensive localisation strategy, informed by extensive market research. The goal is to promote Chinese storytelling on a global scale while integrating more regional content into its offerings. Recognizing MENA as a historically rich market with growing demand for digital entertainment, iQIYI is customizing its approach to foster deeper connections with local audiences.

Partnership with Watch IT

Through its collaboration with Watch IT, the Egyptian platform will distribute a selection of iQIYI’s premium Chinese-language films and series, including popular titles like Road Home and Strange Tales of Tang Dynasty. In return, iQIYI will feature Watch IT’s original documentary Mother of the World, which delves into the evolution of ancient Egyptian civilization through archaeological discoveries. Furthermore, iQIYI International will showcase additional select Arabic-language originals from Watch IT, enriching its global content diversity.

Leadership Insights

Zhaonan WANG, Vice President and Editor-in-Chief of iQIYI, emphasized, “Watch IT is deeply embedded in the Egyptian and Middle Eastern markets, possessing strong production and distribution capabilities. Through this partnership, we aim to better cater to MENA audiences and leverage film and television as a medium for cultural exchange.”

Enhanced Operational Capacity

The new Dubai branch significantly boosts iQIYI’s ability to serve MENA audiences more effectively. The platform now boasts a curated MENA content library that includes Chinese-language dramas, films, animations, and variety shows, all localized to align with regional preferences. Additionally, iQIYI is focused on enhancing streaming performance in the area and is in discussions with local telecom providers to expand access to its content.

Long-standing Collaborations

Beyond its partnership with Watch IT, iQIYI has been collaborating with evision, the media and entertainment arm of e&, since 2014. This alliance enables the streaming of over 20 popular Chinese titles across the MENA region via evision’s Starz ON free streaming service.

Future Aspirations

During the Dubai launch, Xianghua Yang, President of iQIYI’s Movie & Overseas Business Group, highlighted the crucial role of ongoing partnerships with local entities in propelling the company’s growth in MENA. With the United Arab Emirates and Saudi Arabia as focal points, iQIYI aims to gradually extend its reach throughout the Gulf region.

Global Infrastructure Growth

The Dubai branch is a significant addition to iQIYI’s expanding international infrastructure, which began with the launch of iQ.com and the iQIYI International App in 2019, followed by the establishment of its international headquarters in Singapore in 2020. The company now operates across four major global regions—Southeast Asia, North America, Japan, South Korea, and MENA—continuing its mission to become the premier platform for Asian content worldwide. iQIYI’s global footprint now encompasses over 190 countries and regions, with its international service supporting 12 languages, including English, Arabic, Korean, Spanish, and Thai.