The Streaming Landscape in MENA

The streaming video market in the Middle East and North Africa (MENA) is projected to reach an impressive $1.5 billion by the end of 2025, with subscription video-on-demand (SVOD) subscriptions expected to exceed 27 million. This forecast was shared by Maria Rua Aguete, Head of Media and Entertainment at Omdia, during her keynote at the Comcast Technology Summit in Dubai.

Dominance of Regional and International Platforms

According to Omdia’s latest insights, both regional and international platforms are firmly established in the SVOD market. As of December 2024, the leading players include Shahid with 4.4 million subscribers, YouTube Premium with 3.7 million, Netflix at 3 million, and StarzPlay with 2.3 million. Platforms like Shahid, Netflix, and StarzPlay have solidified their positions through robust local content strategies and high user engagement. Notably, the rise of YouTube Premium indicates a shift in consumer preferences, as it now surpasses Netflix in subscriber count, highlighting the increasing demand for flexible, multi-format, ad-free viewing experiences.

YouTube Premium’s Growing Influence

“YouTube Premium’s growth in MENA showcases the region’s desire for seamless, ad-free streaming across various platforms,” Rua Aguete remarked. “With over 80 million users in MENA and 3.7 million YouTube Premium subscribers, it has become a key player in the region’s digital media landscape, with Saudi Arabia ranking among its top 10 global markets.”

StarzPlay’s Strategic Shift

In 2024, StarzPlay made a strategic move by consolidating its service tiers, merging standalone sports with entertainment into a single ‘Max’ bundle. This restructuring led to a remarkable 30% increase in average revenue per user (ARPU), while also maintaining subscriber retention and minimizing churn.

“StarzPlay’s focus on simplification and value-added bundling is yielding tangible financial results,” stated Rua Aguete. “This is a prime example of effective monetization through a smart product strategy.”

Future Growth Projections

Omdia anticipates that the online video market in MENA will expand more than fivefold, reaching $8.4 billion by 2029. Key factors driving this growth include enhanced digital infrastructure, high mobile penetration, and a young, highly engaged audience.

“MENA is experiencing a significant transformation in digital video consumption,” concluded Rua Aguete. “The next five years present a crucial opportunity for platforms, investors, and content creators to scale and innovate.”