LG and WATCH IT have expanded their partnership, adding eight new Arabic channels to the LG Channels service in the UAE while rolling out the WATCH IT app across LG webOS TVs in Saudi Arabia, Kuwait, Iraq and Jordan. The move, announced on 13 April 2026 in Dubai, builds on an earlier collaboration that began in Egypt and reflects the continued appetite for Arabic-language programming among smart TV owners in the region.
The addition of the new channels gives UAE viewers free access to a broader selection of Arabic drama series, entertainment shows and other locally curated content through LG Channels, the company’s free ad-supported streaming TV platform. At the same time, the dedicated WATCH IT app is now directly accessible from the webOS home screen in the four new markets, offering on-demand streaming with HD quality, adaptive bitrate technology and support for both Arabic and English interfaces. Users will also receive personalised recommendations based on regional viewing habits.
This is not the first time LG has leaned on content partnerships to differentiate its platform. webOS, which has been the backbone of LG TVs for more than ten years across 190 countries, has steadily expanded its ecosystem of apps and free channels. LG Channels itself now operates in 36 countries, positioning the service as a straightforward way for viewers to discover live and on-demand material without extra subscriptions. The latest agreement with WATCH IT simply extends that approach into a market where cultural relevance remains a key driver of engagement.
To mark the expansion, LG and WATCH IT are running a limited-time promotion: qualifying buyers of selected LG TV models can claim a six-month free subscription to the WATCH IT app, available until the end of April. The offer gives new users full access to the platform’s premium library during the promotional window, though standard terms and auto-renewal conditions will apply afterwards.
Both companies framed the deal in familiar partnership language. Phil Jung, CEO of LG Electronics Middle East & Africa, highlighted the collaboration’s role in strengthening the webOS experience for Middle Eastern audiences. Nashwa Gad, chairperson and CEO of WATCH IT, described it as a step toward wider distribution of Arabic storytelling while tapping into LG’s platform reach.
From a practical standpoint, the integration is logical. Arabic content continues to gain traction across streaming services in the Gulf and Levant, driven by younger audiences and growing local production budgets. Whether this particular expansion translates into meaningful gains in viewership or platform stickiness will depend on execution—how discoverable the new channels prove to be, how well the app performs on older webOS models, and whether the free-subscription hook converts into long-term paying users once the six months end.
In the broader picture, the announcement fits a familiar pattern in the smart TV industry: hardware makers deepening ties with regional content providers to make their platforms more attractive in competitive markets. LG’s webOS has long emphasised ease of use and customisation, and partnerships like this one add tangible content depth without requiring users to hunt for separate apps. Still, success will ultimately hinge less on press-release rhetoric and more on whether the combined offering genuinely improves the day-to-day viewing experience for households across the Middle East.
