🔒 The New Streaming Lock-In Strategy in MENA

How e& and Samsung are merging TV sets with streaming subscriptions into one contract | Streaming in Short – W08

Feb 20, 2026

⏱️ This week’s streaming news in MENA, in 5 min.

🎁 e& bundles TV and streaming in one plan

👉 e& has partnered with Samsung to launch “All-In TV,” combining a Samsung Smart TV and streaming services into one monthly telecom bill.

📍 The package includes platforms like STARZPLAY, OSN+ and Prime Video, plus installation and warranty, starting at AED 109 per month over 24 months.

💡 This ties devices and streaming into one contract, making upgrades easier while increasing long-term customer lock-in.

⬆️ Shahid upgrades its screensaver for Ramadan

👉 Shahid has launched a new Ramadan screensaver designed to go beyond promoting dramas.

📍 It now includes prayer times, short-form videos, live programs and family content, turning the TV screen into a daily Ramadan hub in KSA, UAE and Egypt.

💡 The goal is to move from a primetime drama platform to a daily companion that fits into viewers’ routines throughout the holy month.

This Ramadan, Ipsos is preparing a dedicated guide to explain why viewing habits change during the holy month in UAE, Saudi Arabia and Egypt.

The report will help streaming platforms understand audience behavior, validate content strategies, and maximize impact during the most important viewing period of the year.

What insights will you get?

When and how people watch during Ramadan
What drives subscriptions and churn
How audiences react to advertising
Whether microdramas are gaining traction
Ramadan-specific viewer personas

Interested in the Ramadan 2026 Streaming Handbook? Get in touch to receive full details on the scope, timeline, and pricing👇

Get the full report details

🥘 Fatafeat celebrates 20 years with a Ramadan push

What happened?

👉 Fatafeat is celebrating its 20th anniversary in 2026, starting with special Ramadan programming.

Key details:

The lineup brings back popular chefs with shows like Matbakh Manal Al Alem: Ramadan Edition and Kitchen Tales: Ramadan.
The channel is using Ramadan-themed branding and adding digital content such as recipes and short cooking videos.
Programs will air across major regional platforms and streaming services.

Why it matters?

🎯 Fatafeat is using Ramadan to refresh its brand, boost engagement across TV and digital, and stay relevant in a competitive streaming market.

🌙 Ramadan 2026: TOD expands Arabic content

TOD has just rolled out its expanded lineup of Arabic dramas and lifestyle shows for Ramadan.

The slate includes Egyptian and Syrian series, along with TOD originals focused on cooking and family content, designed for Ramadan evenings.

🌙 Ramadan 2026: Yango Play grows its drama lineup

Yango Play has launched its Ramadan slate, including Manaa and Little Steps, its first Gulf original, plus additional series through ART Hekayat.

The platform is also increasing its visibility with a regional brand takeover with Lovin across Dubai, Cairo, Muscat and Kuwait during Ramadan.

🌙 Ramadan 2026: Viu focuses on 12 premium dramas

Viu has released 12 premium Arabic series for Ramadan, all available from day one.

The slate includes social dramas and thrillers such as Ali Klay, along with several Viu exclusives. The platform is prioritizing quality over volume to stand out during the peak viewing season.

🌙 Ramadan 2026: Sharjah TV launches 18 dramas

Sharjah TV has launched 18 Emirati, Gulf and Arab drama series, alongside over 100 entertainment and cultural programs.

The strategy mixes drama, heritage content and multilingual programs, supported by digital streaming on Maraya and interactive quiz shows, aiming to make Sharjah TV a daily Ramadan destination.

🌙 Ramadan 2026: Zee Alwan highlights star-led dramas

Zee Alwan has just premiered its Ramadan lineup, led by Ala Add El Hobb starring Nelly Karim and Sherif Salama.

The slate features well-known actors from Egypt and the Gulf across family dramas and comedies, aiming to attract viewers during the peak Ramadan season.

🇬🇧 LONDON: MIP LONDON opens 2026 marketplace

MIP LONDON will take place from 22–24 February 2026, bringing together media companies, studios and content creators at the IET London and The Savoy.

The event will host meetings, showcases and industry sessions, giving buyers and distributors a place to connect and do business alongside other screenings that week.

🚢 Dara, with Layla Al Muqbali and Abdullah Bin Haider (Dubai+): An Emirati officer and a British detective reopen the case of the sinking of the ship “Dara” off the coast of Dubai in the 1960s. Through the testimonies of passengers and the crew, the truth gradually unfolds one secret, two timelines, and a crime that remains unresolved.

🎯 20 years ago, Bab Al-Hara premiered during Ramadan. Set in 1930s Damascus, the series followed families navigating honor, loyalty and resistance inside a historic neighborhood. Blending heritage and social drama, Bab Al-Hara became a Ramadan phenomenon, dominating primetime for years and defining the era of appointment TV before streaming changed viewing habits.