According to new research from Omdia, broadcasters in the Middle East and North Africa are evolving their digital strategies by pivoting from independent OTT (over-the-top) platforms to collaborations with established streaming services. A prime example of this trend is the recent partnership between Abu Dhabi Media (ADM) and StarzPlay. Omdia notes that this shift aligns with a global movement among traditional media companies toward a more digital distribution approach.
Under the terms of the new agreement, ADM will make its extensive collection of over 5,000 hours of Arabic entertainment, sports, and cultural programming available exclusively on StarzPlay’s ad-supported tier. Omdia highlights that similar partnerships have emerged in other regions, particularly Europe, where broadcasters such as TF1, ITV, and Atresmedia have partnered with major streaming platforms like Netflix and Disney. These collaborations aim to enhance audience reach, strengthen monetisation strategies, and reduce digital platform fragmentation.
Maria Rua Aguete, Omdia’s Head of Media and Entertainment, commented, “This partnership illustrates the ongoing transformation of the MENA media landscape. Broadcasters are increasingly opting for collaboration rather than developing standalone platforms. By working with established streaming partners, they can maintain their local content identities while reaching audiences more effectively.”
Omdia’s analysis suggests that these strategic partnerships help broadcasters balance advertising and subscription revenue while ensuring continued investment in local content production. The ADM-StarzPlay agreement represents a mutually beneficial arrangement: ADM gains access to StarzPlay’s 2.6 million subscribers without the financial burden of creating its own platform, while StarzPlay enhances its content lineup with high-quality Arabic programming.
This partnership highlights the growing importance of ad-supported streaming in the region, providing viewers with free access to premium Arabic content and establishing sustainable revenue-sharing models between the partners.
“Collaborations between broadcasters and streaming services are becoming essential for creating sustainable media ecosystems,” Rua Aguete added. “Based on Omdia’s forecasts, we anticipate more such agreements in the region over the next 12 to 18 months as local players adopt global best practices.”
