The deal will make ADM's digital catalogue of more than 5,000 hours of Arabic programming available exclusively on StarzPlay's ad-supported tier, a move Omdia identifies as a win-win strategy.
Broadcasters across the Middle East and North Africa are rethinking their digital strategies, moving away from standalone OTT ventures and toward collaborations with established streaming platforms, according to new research from Omdia. The trend is exemplified by the recently announced partnership between Abu Dhabi Media (ADM) and StarzPlay, which Omdia identifies as part of a broader global shift in how traditional media houses approach digital distribution.
Under the new agreement, ADM’s extensive catalogue, comprising more than 5,000 hours of Arabic entertainment, sports and cultural programming, will be made available exclusively on StarzPlay’s ad-supported tier. Omdia’s report notes that similar partnerships have been gaining traction in markets such as Europe, where broadcasters including TF1, ITV and Atresmedia have joined forces with major streaming services like Netflix and Disney to expand reach, strengthen monetisation models, and reduce the fragmentation of digital platforms.
Maria Rua Aguete, Head of Media and Entertainment at Omdia, said: “This partnership reflects the ongoing evolution of the MENA media landscape. Broadcasters are increasingly exploring collaboration rather than building standalone platforms. Working with established streaming partners allows them to preserve local content identities while reaching audiences more efficiently.”
Omdia’s analysis indicates that these strategic alliances enable broadcasters to balance advertising and subscription revenue models while maintaining crucial investment in local content production. The ADM-StarzPlay agreement represents a win-win scenario: ADM gains access to StarzPlay’s 2.6m subscriber base without the costs of building its own platform, while StarzPlay enhances its content offering with premium Arabic programming.
The partnership particularly underscores the growing importance of ad-supported streaming in the region, providing viewers with free access to premium Arabic content while creating sustainable revenue-sharing opportunities between partners.
“Collaborations between broadcasters and streamers are becoming a key foundation for sustainable media ecosystems,” Rua Aguete added. “Based on Omdia forecasts, we expect to see more similar agreements in the region over the next 12 to 18 months as local players adopt global best practices.”
