My Streaming in MENA Predictions in 2024
New models, platforms & content
Happy New Year streamers 👋
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Today’s program
This week, I’ll share with you my streaming media predictions for 2024 in MENA.
The rise of hybrid streaming services
The emergence of super Media Apps
The overlap between e-commerce and streaming
Global FAST platforms are coming to MENA
The fragmentation of sports rights
The untapped potential of local sports
And… Action!
The rise of hybrid streaming services
In 2023, the streaming media landscape in the MENA region reached new heights. Local ad-supported platforms made up a significant 33% of all active streaming services. It’s more than during the previous five years.
The streaming landscape in the MENA region was dynamic in 2023, supported by the launch and rebranding of several local and international platforms. My main observation is the emergence of hybrid platforms. These players are not focused on a single business model, but are offering a mix of SVOD, TVOD, AVOD, Ad-supported SVOD, and now FAST.
Looking ahead to 2024, I anticipate that this trend of hybrid streaming will gain traction. Existing SVOD services are likely to evolve into hybrid models, adding advertising to diversify their revenue streams. The upcoming platforms are expected to adopt a multi-model strategy, reflecting a shift in the industry's approach to content delivery and monetization.
The emergence of super Media Apps
Initially, the term super Apps was associated with messaging Apps, many of which originated in China & India. These applications enable users to access a wide range of services such as payments, messaging, taxi bookings, food ordering, grocery shopping, delivery services, home cleaning, bill payments and recharges - all within a single app.
In the realm of streaming media, the concept becomes slightly different. We refer to them as super aggregators. For instance, STARZPLAY is a platform that aggregates content from various other applications like WATCHIT, Discovery+, UFC Arabia, blutv, etc. The idea of a true super Media App would be a platform that mixes diverse forms of content, video, audio, and potentially more. An example of this could be the future platform of OSN+ and Anghami.
For local media companies, this presents a strategic opportunity to consolidate their offerings into a single, streamlined application. They could create a more comprehensive and user-friendly experience, potentially incorporating video, podcasts, print, and other media formats.
The overlap between e-commerce and streaming
As many in the media industry are aware, Amazon is set to introduce advertisements within Prime Video in the US, UK, Germany, and Canada at the beginning of 2024. This move has the potential to significantly disrupt the landscape, given Prime Video's reach and quality content that could compete with traditional broadcasters. The next countries on the list are France, Italy, Spain, Mexico, and Australia later this year.
I don’t expect Prime Video to unveil its hybrid service in MENA before 2025. Yet, local players are not sitting and waiting for this shift to happen. The regional e-commerce platform Noon has already jumped into streaming by successfully broadcasting the Indian Premier League (IPL) last year. This suggests a growing interest and capability among regional players to develop their streaming platforms within their existing ecosystems, potentially transforming them into robust and profitable services before Prime Video's hybrid model makes its way to MENA.
Global FAST platforms are coming to MENA
Currently, 9 local platforms offer FAST channels, investing time and resources to experiment with this model: Shahid, STARZ ON, Roya TV, Weyyak, El Shasha, Awaan, Rotana, Tarfeeh TV, and ADTV. But where are the international FAST platforms like Plex, Freevee, LG Channels, Pluto TV, Samsung TV Plus, TCL TV+, and others?
I anticipate at least 3 of these global services to enter the MENA market by the end of 2024. The real test, however, will be in their ability to localize effectively. To truly compete with regional platforms, these global players will need to deeply understand the local ecosystem and offer something unique.
The fragmentation of sports rights
Historically, Bein Media Group maintained a dominant position in the MENA region's sports broadcasting. However, sports media has since evolved into a much more varied landscape. A number of regional streaming services secured live sports rights: Shahid broadcasts the Saudi Professional League (SPL), Starzplay showcases Italy's Serie A and Etisalat streams the Indian Premier League (IPL).
I expect other local platforms to venture into this competitive market in 2024, whether they are broadcasters or pure streaming players.
Sports highlights are also expected to become more accessible on regional streaming platforms. This will accommodate the diverse viewing preferences in the region, especially considering the extensive usage of mobile devices.
The untapped potential of local sports
Several local sports are already accessible through a variety of regional streaming services such as Awaan, ADtv, Smashi, STARZPLAY, Shahid, etc. I anticipate more and more local sports teams and leagues partnering with existing streaming platforms or launching their own.
Such moves will increase their viewer base, enhance revenue opportunities, and accelerate fan connections. Additionally, streaming platforms offer key insights into viewer behavior, preferences, and demographics. Teams and leagues can leverage this information to customize their content, improve fan engagement, and support their strategy regarding marketing and sponsorships.
What are your forecasts for the streaming media market in the Middle East & North Africa in 2024? Just reply to this email, and let's start a conversation!
That’s all for today, what to expect from streaming in MENA in 2024. If you enjoyed this breakdown, please consider sharing it with your friends and colleagues!
I hope everyone has a great weekend, see you online next Monday. Until then, enjoy the Dakar 2024, starting today in Saudi Arabia and available on Shahid.
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