MENA streaming market set to hit $1.5bn by 2025: Omdia
The streaming video market in the Middle East and North Africa (MENA) is on track to reach $1.5bn by the end of 2025, with subscription video-on-demand (SVOD) subscriptions projected to surpass 27m. The forecast was revealed by Maria Rua Aguete, Head of Media and Entertainment at Omdia, during her keynote at the Comcast Technology Summit in Dubai.
Omdia's latest data shows that both regional and international platforms continue to dominate the SVOD landscape in the region. As of December 2024, the top performers include Shahid with 4.4m subscribers, YouTube Premium with 3.7m, Netflix with 3m and StarzPlay with 2.3m. Platforms like Shahid, Netflix and StarzPlay have secured their leading positions through strong local content strategies and high user engagement. However, YouTube Premium's inclusion reveals a shifting consumer trend, as it now outpaces Netflix in subscriber numbers, reflecting growing demand for flexible, multi-format, ad-free viewing experiences.
'YouTube Premium's momentum in MENA reflects the region's appetite for seamless, ad-free streaming across platforms,' Rua Aguete noted. 'With over 80m users in MENA and 3.7m YouTube Premium video subscribers, the platform is now one of the most significant players in the region's digital media ecosystem. Saudi Arabia has emerged as one of YouTube Premium's top 10 global markets.'
In 2024, StarzPlay implemented a strategic shift by streamlining its service tiers – merging standalone sports with entertainment into a single 'Max' bundle. This restructuring resulted in a 30% increase in average revenue per user (ARPU), while maintaining subscriber retention and limiting churn.
'StarzPlay's emphasis on simplification and value-added bundling is driving measurable financial outcomes,' said Rua Aguete. 'It's a strong example of monetization through intelligent product strategy.'
Omdia projects that the online video market in MENA will grow more than fivefold, reaching $8.4bn by 2029. Key growth drivers include expanding digital infrastructure, high mobile penetration, and a young, highly engaged population.
'MENA is undergoing a structural shift in digital video consumption,' concluded Rua Aguete. 'The next five years represent a critical opportunity for platforms, investors, and content creators to scale and innovate.'
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