NXT Media Days MENA

With the intensification of streaming consumption and direct involvement of US giants, a fierce battle has grown across the Middle East and North Africa to capture local viewership. In this fight, studios and platforms must extend their efforts to craft the most competitive and compelling offer. To what extent are they betting on local stories, talents and productions? Investing locally can be risky as it involves substantial expenses and efforts to nurture an emerging industry. Which streaming service really champions local creation? Are the rewards really worth the costs?

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This December (2023), the first CTV Ad Days event in MENA took place in Dubai, covering the potential of streaming and TV advertising in Arabic markets. 2023 was marked by a peaking interest in premium video ad propositions in the region, with regional streamers successively launching new inventories and brands increasingly turning towards CTV as a new medium to reach consumers on the big screen while enriching their marketing models with a whole new set of data points. But to better understand these new opportunities, it’s important to understand the specific challenges that the MENA ad industry is facing.

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