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The TV & Video Market in MENA is witnessing moderate growth, influenced by the rising demand for diverse content, increased internet penetration, and shifting consumer preferences towards on-demand viewing options, which are reshaping traditional media consumption patterns.

Customer preferences: Consumers in the MENA TV & Video Market are gravitating towards localized content that reflects cultural identities and values, leading to a surge in demand for regional streaming platforms. This shift is fueled by a younger demographic seeking relatable narratives and diverse genres, including Arab dramas and documentaries. Additionally, the rise of mobile consumption is shaping viewing habits, as audiences prefer short-form content that fits their fast-paced lifestyles, further transforming the traditional television landscape.

Trends in the market: In the MENA TV & Video Market, a notable trend is the increasing popularity of localized content that resonates with cultural identities, driving demand for regional streaming services. Younger audiences are particularly drawn to relatable narratives and diverse genres, such as Arab dramas and documentaries, which reflect their experiences. Concurrently, mobile consumption is reshaping viewing preferences, with a significant rise in short-form content catering to fast-paced lifestyles. This evolution presents opportunities for industry stakeholders to innovate their offerings and adapt to shifting consumer behaviors, ultimately transforming the media landscape.

Local special circumstances: In Turkey, the TV & Video market thrives on a blend of modern narratives and rich historical contexts, with a surge in locally produced series that appeal to both national and international audiences. In Iran, regulatory restrictions shape content creation, fostering a unique underground film scene that challenges mainstream narratives. Israel's diverse population drives demand for multilingual content, highlighting innovative storytelling that resonates across cultural lines. Meanwhile, Egypt’s rich cinematic heritage and growing youth demographic fuel the popularity of streaming platforms, emphasizing regional stories and contemporary issues.

Underlying macroeconomic factors: The TV & Video market in the MENA region is significantly influenced by macroeconomic factors such as economic stability, digital infrastructure development, and regional investment trends. Countries experiencing robust economic growth and increased disposable income are witnessing higher demand for streaming services, driving market expansion. Conversely, regions facing economic challenges may see slower adoption of new technologies. Additionally, the rise of global content consumption and changing consumer preferences towards on-demand media necessitate investment in localized content and innovative distribution strategies, shaping the competitive landscape across the MENA markets.

Data coverage:

The data encompasses B2C enterprises. Figures are based on Traditional TV & Home Video and OTT (over-the-top) Services. All monetary figures refer to consumer spending on digital goods or subscriptions in the respective segment. This spending factors in discounts, margins, and taxes.

Modeling approach / Segment size:

The segment size is determined through a bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., Consumer ÌÇÐÄÆƽâ°æ), as well as performance factors (e.g., user penetration, price per product, usage) to analyze the markets. To estimate the segment size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, number of internet users, and internet consumption.

Forecasts:

We apply a variety of forecasting techniques, depending on the behavior of the relevant segment. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Consumer ÌÇÐÄÆƽâ°æ data is reweighted for representativeness.