Broadcasters across MENA are rethinking digital strategy and increasingly opting to partner with established streamers rather than build standalone OTT services, according to new analysis from Omdia.
The research house highlighted Abu Dhabi Media’s newly announced deal with Starzplay as the latest example. Under the agreement, ADM’s reported 5,000+ hours of Arabic entertainment, sport and cultural programming will be carried exclusively on Starzplay’s ad-supported tier.
Omdia said similar approaches have emerged in Europe, citing collaborations involving TF1, ITV and Atresmedia with platforms such as Netflix and Disney, aimed at broadening reach, improving monetisation and reducing fragmentation.
“This partnership reflects the ongoing evolution of the MENA media landscape,” said Maria Rua Aguete, Head of Media and Entertainment at Omdia. “Broadcasters are increasingly exploring collaboration rather than building standalone platforms. Working with established streaming partners allows them to preserve local content identities while reaching audiences more efficiently.”
Omdia’s analysis argues such alliances help balance advertising and subscription revenue while sustaining investment in local originals. For ADM, the arrangement delivers access to Starzplay’s stated 2.6 million-strong subscriber base without the cost of running a full D2C platform; for Starzplay, it deepens the Arabic catalogue and supports growth of its free, ad-supported proposition.
The firm expects more MENA partnerships over the next 12–18 months as ad-supported streaming gains importance and local players adopt global best practice.
