The State of FAST in MENA - January 2023
The State of FAST in MENA - January 2023
The Streaming Lab - MENA #35
Hey streamers 👋
Welcome to the 35th edition of The Streaming Lab - MENA. Thanks for reading me!
You can read all the previous editions here, and subscribe below to get the newsletter every Saturday Monday (Thanks for suggesting it ;)
Agenda
This week, I’m analyzing for the 1st time the state of FAST in the MENA region.
What is FAST?
The FAST channels in MENA
The challenges of FAST in MENA
BONUS: Quick wins
According to Omdia, FAST (Free Ad-Supported Streaming TV) will reach $12b revenues in 2027. Much of the growth will be driven by the US, with more than 80% of the expected revenues.
Over the coming years, FAST channels will also grow outside of the US and international content providers will fuel the platforms all over the world.
I’m convinced the MENA region will have an important part to play in this growth, and you can count on The Streaming Lab to keep track of the main FAST platforms and their channels.
What is FAST?
Before analyzing the state of FAST in the MENA region, let’s make sure we are talking about the same topic. I like to describe FAST from two points of view:
End-users
FAST is just another way for consumers to watch TV for free, on their smart/connected TV or other streaming devices: desktop & mobile Web, iOS/Android smartphone & tablets, etc.
Shahid is using the label “Free Live TV” on its platform. Another simple way to describe the FAST proposition could also be “Streaming TV”.
Media professionals
For media professionals, FAST (Free Ad-Supported Streaming TV) means different things. Let me share with you some definitions coming from a recent survey on the FASTMaster newsletter:
Lean-back linear programming with commercials
A linear format with multiple channels in an EPG
A linear channel stream on the internet with commercial breaks
A curated live programming
Pre-programmed content with no ability to rewind or fast forward
Any service that streams its product live or on-demand
A bundle provider of linear channels and on demand content and also individual channels themselves
Hopefully in the future, we’ll all use the same definition to avoid any confusion.
The FAST channels in MENA
For the sake of clarity, I will consider a FAST channel any streaming linear programming available for free to consumers, with commercials.
A few comments:
Shahid is today the most advanced platform driving the FAST initiative in the MENA region. The streaming service from MBC offers 49 channels for free. 34 channels are specifically branded “Free Shahid Live TV”, mixing genre-based channels (Movies, Khaleeji, Comedy, Korean, Bollywood, etc.) or single-series channels (The Pit, Nadine Njeim, Al Anisa Farah, Al Tandeel, etc.). Shahid also recently launched the first sports FAST channels in the region: F1 & WWE.
Most of the channels on YuppTV & Zee5 are local News TV channels available in local language. They are basically live feeds from their TV networks.
All channels available on rotana.net are also live feeds coming from they TV networks: Rotana Khalijia, Rotana Kids, Rotana Drama, Rotana Music, Rotana Aflam Plus, Rotana M+, Rotana America, Rotana+ HD, Rotana Clip, Rotana Classic, Rotana Cinema EGY, Rotana Comedy, etc.
Weyyak offers 10 channels, including 4 branded ones: Weyyak Nawaem, Weyyak Mix, Weyyak Action and Weyyak Drama.
Streaming TV channels available on adtv.ae are live feeds coming from Abu Dhabi Media TV networks: Abu Dhabi TV, Emirates Channel, Abu Dhabi Sports Channel 1, Abu Dhabi Sports Channel 2, Yas Channel and National Geographic Abu Dhabi.
In the coming months, I’ll be sharing with you the monthly count of MENA FAST channels per service - As soon as I have enough data.
The challenges of FAST in MENA
The FAST proposition in Middle East & North Africa should be different than in the US or Europe, and that’s exactly where the opportunities (and challenges) will come from.
Successful FAST models in MENA will have to find the right formula between content, distribution and advertising:
Content: How to create the right channels and make sure they are localised enough to target a large audience coming from the region or a specific country.
Distribution: How to deliver the right channel to the right platform? All existing and future FAST platforms will have their own specificities in terms of audience, footprint, languages, etc. A channel won’t perform the same on two different platforms.
Advertising: The biggest challenge in MENA will be to marry wisely the rising digital inventory coming from FAST channels, with the rich and diverse segments of the market(s) and share it with a market affine programmatic framework. The objective is clear: maximize the inventory exposure and benefit from higher CPM offers.
BONUS: quick wins
FAST is not a new model, MENA player should learn from more mature markets and catchup on this model much faster. Here are 3 quick wins FAST platforms could implement in the region:
Offer different types of channels
A FAST channel can be many things. The challenges for existing and new platforms will be to find the right model for the right audience:
Genre-based channel: cooking, horror, family movies, etc.
Single-series channel, focused on a singular title or franchise
Pop-up channel for sports or cultural events
Virtual channels that start a playback from the beginning when selected
A channel designed to upsell into an SVOD service
Premium, premium and premium programming
Improve User Experience
A big mistake would be to create/add thousands of FAST channels and wait for consumers to find them. Platforms should facilitate content discovery with a strong EPG (grouping channels by theme), and a powerful recommendation algorithm based on what the user AND the entire userbase watch.
Geolocation of channels
Given the large number of countries and audience in the MENA region, some providers could decided to show local news channels only in specific regions or countries.
That’s all for today, the 1st state of FAST in MENA. I’ll probably track the evolution of this model on a monthly basis, and produce a specific report as soon as I have enough data.
See you online next week. Until then, enjoy Slave Market on Shahid.
Whenever you’re ready, there are 2 ways I can help you with:
If you want to learn more about streaming in MENA, I’d recommend starting with my market report:
→ The Streaming Ecosystem in MENA: Learn everything about the local streaming services in the region. Get full access here.
Work with me 1:1 to diversify your streaming revenues in MENA (FAST channels business, CTV Advertising, Content distribution, Content acquisition, Market analysis, Business representation, etc.)
"A big mistake would be to create/add thousands of FAST channels and wait for consumers to find them". I agree. Worth noting that this is exactly what happened in MENA in the late 1990s early 2000s: as the cost of creating and delivering channels decreased, the number of FTA satellite channels mushroomed from a few dozen to over 800 with (far too) many of them very low quality. I also agree with you that content discovery with a strong EPG is critical to success; again, this is an area that has been badly neglected in MENA.