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Original shows boost Netflix image in UAE, Egypt: YouGov survey

The well-received diversified content in the region goes hand-in-hand with Netflix’s plan to produce more content in the Middle East.

According to a survey by internet-based data analytics firm, YouGov, consumers in the UAE and Egypt have responded “positively” to Netflix’s original content.

YouGov’s daily brand tracker, BrandIndex, found an increase in interest in the streaming site’s original shows based on audience viewership data in the Middle East.

Commenting on the findings, YouGov in a statement said: “It seems like the company’s strategy of launching original and localised content in the UAE seems to be winning already.”

“News regarding launches of locally-produced content, for example the worldwide launch of the first Middle Eastern drama series Justice, is also likely contributing to uplifts in positive buzz around the brand. Justice, which is based in Abu Dhabi, launched mid-January 2019, in line with the steady increase in interest received by Netflix in the UAE.”

There was an equally positive increase in consumer sentiments in Egypt, according to the YouGov tracker.

“It is apparent that any time Netflix launches high-profile original content, residents in the UAE and Egypt respond positively,” the statement said.

“The well-received diversified content the region is getting goes hand-in-hand with Netflix’s plan to invest in the Middle East, including producing content to be shared worldwide. As YouGov data shows, at this point the strategy seems to be working for the company.”