Many believe that we have reached a climactic battle in the global streaming wars and that Netflix has won after pushing its customer base past 260 million in 2023, a new record. However, the streaming wars remain far from over in the Middle East, where regional broadcasting giant MBC Group’s streaming service, Shahid VIP, is currently the market leader.
With a population of roughly 500 million, the Middle East and North Africa region remains a largely untapped and fragmented streaming market. For instance, Digital TV Research has forecast that streaming subscriptions in MENA will double between 2022 and 2028 to reach 42 million.
According to technology research group Omdia, three players currently dominate regional video streaming: as of Q4 2023, Shahid VIP, StarzPlay and Netflix combined controlled 57% of MENA’s market. Overall, the region features roughly a dozen streaming platforms with varying business models.
Until recently, Netflix appeared to be outpacing competitors in the Middle East. As of 2022, forecasts indicated it would continue leading in Arabic-speaking countries, rising from about 3.55 million subscribers as of 2021 to 5.45 million by 2027.
The tables have since turned. In February 2024, Digital TV Research reported that Netflix is going to lose leadership in Arabic-speaking markets to Shahid VIP, with local players expected to thrive as some US-based platforms lower their global rollout and Arabic content commitments.
On Aug. 8, MBC Group announced that its Arabic-focused streaming platform, Shahid VIP, had 4.6 million paid customers as of H1 2024, up 36% year-on-year. Netflix doesn’t break down MENA numbers, but Digital TV Research found it had 3.8 million subscribers across 13 Arabic-speaking markets by the end of 2023. Meanwhile, StarzPlay Arabia reported 3.22 million subscribers during Q1 2024.
MBC also raised $222 million from an IPO in January 2024, with the group reporting that some proceeds would be devoted to Shahid’s content investments.
A new streaming giant could also be rising. In April 2024, OSN+ completed the acquisition of a 55.45% stake in Mideast music streaming platform Anghami, creating a merged entity reporting over 120 million registered users, including around 2.5 million paid subscribers.
The takeaway: Although MENA’s streaming market remains largely untapped overall, Netflix could be in danger of falling further behind as MBC, StarzPlay and other local rivals make moves to boost growth in 2024.