Authors: Ilhem Allagui & Abenezer Bekele
Cite as:
Allagui, I. & Bekele. A. (2024). The rising business of video streaming in Mena. Journal of Creative Industries and Cultural Studies – JOCIS, 10(1), 88-118.
https://doi.org/10.56140/JOCIS-v10-5
Abstract
This study examines how the video streaming business is developing in the Arab region. It delineates the video streaming ecosystem and discusse”s the opportunities for video streamers, local and global, to operate and grow in the Arabian market. Similarly, the study discusses video streamers’ challenges in a complex and changing media environment. Using computer-aided analysis software (QSR NVIVO 12), the research analyzes semi-structured interviews with streaming services’ top executives operating in MENA. It found that video streamers capitalize on the sizeable Arab market to grow, the way broadcasters developed the pan-Arab market in the 1990s. Localizing content, developing talent, investing in marketing and analytics, building partnerships, and diversifying memberships and payment models are essential factors in growing the streaming business. Similarly, infrastructure limitations, political context, and underdeveloped markets in the region hinder the sustainability of the streaming business.
Keywords
Video streaming, OTT streaming, streaming business, Middle East, video streaming in the Arab region