Super Apps and 5G to boost video streaming in Arabic markets?

In February 2024, Yango announced the launch of Yango Play, an extensive entertainment super app now available in Saudi Arabia, UAE, Qatar, Oman, Bahrain, Kuwait and Egypt. A few months prior, in November 2023, Orange introduced its Max It Super App, which brings together My Orange, Orange Money and, soon, an entertainment and content service. The multiplication of streaming platforms available on the market drives audience fragmentation, making it increasingly difficult to retain subscribers.  With Super App, market players aim to drive subscriptions by aggregating a range of services in a single application tailored to user preferences, and video services represent a key asset in this context. Indeed, the number of OTT video subscribers in Arabic markets is expected to rise from 15.7 in 2023 to 27.5 million by 2028, an increase of more than 70%. As all the actors are battling to conquer the market and build user loyalty, they need more than ever to continue innovating and offering quality content to stand out. With a large proportion of users consuming content on mobile, what kind of partnerships are OTT platforms forging to attract as many users as possible? Partnerships between streaming platforms and telecoms operators: strategic alliances to conquer the market The consumer MENA survey carried out by Dataxis in Egypt, Saudi Arabia and the United Arab Emirates at the end of 2023 highlighted one important trend: 73% of respondents use smartphones to watch streaming content online. This explains why telecom operators and streaming platforms are increasingly joining forces to expand their reach and offerings, capitalizing on synergies to enhance customer experiences and market penetration.  In March 2024, Etisalat Egypt (e& Group), one of Egypt’s leading telecoms operators, entered a strategic partnership with Hong Kong-based streaming platform Viu. The agreement aims to offer Etisalat’s customers exclusive access to a vast library of content, including series, films, reality shows and children's programs, in Arabic, English, Turkish and Korean. In February 2024, Supercell Iraq and Shahid signed a partnership agreement giving Supercell subscribers free access to the Saudi platform’s content catalog.  An analysis of Q4 2023 data reveals that OSN+, Shahid, and StarzPlay have emerged as the frontrunners in forging partnerships within the MENA region's streaming market. Interestingly, nearly 90% of these partnerships are with mobile service providers, signifying a strategic focus on this key distribution channel. This highlights the potential for synergy between streaming platforms and telecom services, with the former aiming to expand their reach and enhance user experiences through optimized content delivery while the latter are enlarging their service portfolio with entertainment apps and video content. Mobile operators: partners of choice to expand  addressable market The MENA region is experiencing a surge in high-speed mobile internet adoption....