The growing demand for Video-on-Demand (VOD) services has been on the rise in the Middle East with consumers looking for diverse content:Tony Saab, SVP for Content and Strategic partnerships
Here’s the full Q & A:
Can you tell us a little more about Starzplay first to kick off this interview?
STARZPLAY is amongst the region’s top three subscription video on demand services which streams an extensive variety of premium content covering Hollywood movies, TV shows, documentaries and same-time-as-the-US series – plus live sports, dedicated kids’ entertainment and Arabic content – to 19 countries across MENA and Pakistan.
STARZPLAY has thousands of prime titles including exclusive STARZPLAY Arabia original content such as Kaboos, Say Yes to the Dress Arabia, Baghdad Central, Big Lie, Wala Ghalta, Harley and The Chamber as well as STARZ Original content such as Power, Outlander, Spartacus and The White Queen and a range of content with add-ons such as AD Sports, Premier Sports (Rugby), NBA League Pass and STARZPLAY Sports, the dedicated sports package covering football (Italian Serie A and Dutch Eredivisie leagues), wrestling (All Elite Wrestling), cricket, UFC Arabia, boxing, basketball and more.
STARZPLAY Arabia has secured tie ups with a host of leading, global studios, including Lionsgate, MGM, Warner Bros, Universal, Discovery and Sony Studios along with regional producers such as UMS, Frontrow, Falcon and others, and is currently working with Image Nation Abu Dhabi (IMAD) on an original production, expected to be ready by the of the year.
Are you a technology guy or a content guy? What takes up most of your time?
While I have extensive expertise in technology, owing to my past roles as Chief Technology Officer (CTO), General Manager (Operations), and Vice President of Product, it is content that remains my foremost area of concentration. It occupies the majority of my time and attention.
What are the key aspects influencing the dynamics of the Middle East OTT Platform Market?
The growing demand for Video-on-Demand (VOD) services has been on the rise in the Middle East with consumers looking for diverse content. The marketplace is getting crowded with consumers looking for a variety of content-more international cinema and TV shows, sports offerings as well as content based on real life stories.
Localising the content and producing more Arabic originals plays a key role in the success of OTT platforms in the Middle East. We learned this when we first launched our first Arabic original Kaboos in partnership with Image Nation Abu Dhabi, and we noticed that as a locally relevant series, it grabbed the attention of our audience in the Middle East and became the number one show across the MENA region within 48 hours. Platforms that offer Arabic content resonate well with the regional audience.
Streaming services have given a whole new edge for content creators to innovate and offer creative content to subscribers who are constantly experimenting and looking for diverse options. Today, script writers, cameramen, directors, and producers are all changing their mind set and working on productions specifically dedicated towards OTT streaming. They are also looking for avenues to offer premium experiences that connect content to their subscribers.
Middle East OTT Platform Market is a highly fragmented market. What are your thoughts on this?
The Middle East viewership is perhaps the most unique in terms of the type of content viewed, and how our multi-lingual subscriber base acts as a unique identifier. The majority of our subscriber base is Arabs (both local and expats), and most of them are bi-lingual young adults. What we see different to any other market is that the appetite of the user exists for both English and Arabic content almost equally. Our subscribers in the region are skewed towards mix of sports, premium Hollywood and Arabic content. Our data shows that in terms of assets viewed as a whole (i.e. full movie or full series), the user does not favor one original language over the other and consumes both quite similarly.
Our aim is to consistently deliver content that is tailored to the preferences of our audience. To achieve this, we rely on data analysis and user insights to ensure that we provide relevant content across various genres, including sports, Western, and Arabic content.
How important is Saudi as a market for STARZPLAY?
Saudi Arabia remains a huge growth market with obvious potential in terms of its demographics and scale. It is a high entertainment and media consumption market with highest average of time spent on watching TV across the region.
We have a strong foothold in the kingdom and will continue to cater to the viewing preferences of Saudi viewers and further strengthen our position in the market while retaining and attracting new subscribers.
Our subscribers in Saudi Arabia enjoy a diverse mix of content, from action, comedy and drama. We have also seen Anime as an absolute favourite to viewers in the Kingdom! Interestingly, STARZPLAY’s highest anime consumption comes from Saudi Arabia. Further, our data shows that Saudi subscribers enjoy cult comedy sitcoms like The Office and Big Bang Theory as well as Turkish dramas like Dirilis Ertugrul, Al Tufah Al Haram and Ezel and popular medical shows like The Good Doctor. We expect this trend to continue this year as well and will continue to explore new and innovative ways and alongside strategic partnerships to bring a diverse portfolio of content for our subscribers. Our collaboration with Saudi talent has seen a promising start with the production of an episode titled “Al Ghoul” for the STARZPLAY Original series, Kaboos. This project not only showcased the incredible skills of Saudi talents but also laid the foundation for future collaborations. As we move forward, we are dedicated to further engaging and working with Saudi talents in our upcoming endeavors.
How have things changed with the lockdown and pandemic?
Globally and regionally, the OTT industry was greatly impacted by the pandemic back in 2020. People were not allowed to gather in stadiums, cinemas, and other public places after imposing the precautionary measures that included restrictions and lockdowns. It therefore made it possible for users to gravitate towards OTT platforms for media and entertainment, and gaming, amongst others. During the crisis, this projected an increase for many of the top companies in the OTT Platforms industry including ourselves, who have seen an increment of 141% during the pandemic.
On a personal note, what have been the highlights of your career so far? Your key learnings?
Regarding the highlights of my career so far, I have found that consistently seeking solutions to achieve business objectives has been a key aspect. This proactive approach has contributed to notable successes. Additionally, recognizing the importance of teamwork has been instrumental in achieving success. Collaborating with others and fostering a cohesive work environment has proven to be highly effective. Lastly, a significant learning experience for me has been to have unwavering belief in the work I am doing. This has been essential in overcoming challenges and staying focused on my goals.