According to a Financial Times (FT) report, MBC’s Shahid streaming service is dominating the Middle East and North Africa’s (MENA) streaming market, surpassing global giant Netflix. Shahid holds a 22% market share, driven by its diverse range of Arabic TV shows and films, as well as its free ad-supported tier.
Despite Shahid’s current unprofitability, MBC has invested heavily in the platform, aiming to capitalize on the region’s growing preference for streaming. The company has also embraced demographic trends, catering to the tech-savvy and content-hungry younger generation with over 55% of the MENA population under 30. To meet these expectations, Shahid is funding local talent as well as recruiting foreign producers and directors to create high-quality content that resonates with regional audiences.
Shahid’s success can be attributed to several factors. Firstly, its focus on Arabic-language content fills a gap left by Netflix, which has been criticized for its limited Arabic offerings. Shahid’s library includes popular long-running dramas like “Love Game,” an Arabic adaptation of a Turkish series, that caters to local tastes. Secondly, Shahid’s flexible subscription options, allowing up to 20 devices per account, make it ideal for large families in the region. This strategy contrasts with Netflix’s more restrictive approach and has proven effective in attracting viewers.
Thirdly, Shahid leverages its experience as a traditional broadcaster to understand and cater to regional cultural nuances. This is crucial in a market with strict content regulations, where some streamers have faced rebukes for violating local sensitivities. Shahid treads a careful line, producing content like the Kuwaiti drama “Zawja Waheda La Takfi” (One Wife Is Not Enough) that tackles sensitive topics like polygamy, while avoiding controversies that could lead to government intervention.
Shahid continues to grow, showcasing the evolving dynamics of the streaming landscape in the MENA region. Shahid’s understanding of the local market and its commitment to high-quality Arabic content position it well for continued success in the years to come.
