Ramadan is a standout period in MENA media entertainment, when we see some of the finest productions in the region showcased. Heba Korayem, an expert in the Arabic content market and founder of HConsult, spotlights acquisition and distribution patterns of Ramadan releases in MENA as well as other market trends.
Media stakeholders in the MENA region have outdone themselves each Ramadan season with greater spectacle, punchier narratives and drama series intended to keep viewers glued to the screen. With its unique characteristics and growing global demand, the content industry goes into overdrive in the months leading up to Ramadan, when a raft of productions is rolled out.
From a strictly B2B content trading perspective, content launched during Ramadan can be broadly categorised into two types: tradable assets and non-tradable assets. This article particularly places the Ramadan content market in focus and explores the economic dynamics of the key players involved. From digital streaming platforms to traditional TV networks and production houses, we will attempt to provide a comprehensive overview of this industry that is presently worth $500m.
The Arabic content market is often characterised by a specific set of genres and themes. When platforms or TV networks from foreign countries seek Arabic library titles, they often encounter a recurring pattern: 30-episode series with slight variations. These series predominantly revolve around socio-cultural narratives. Action, sci-fi, fantasy and horror genres were not traditionally prevalent until 2019, when Arabic producers discovered the changing preferences of platforms and when platforms discovered the new appetites of viewers through digitally collected data, a scarce commodity in the Arabic content industry. This discovery led to a 30% increase in the supply of quirky genres such as horror, thriller and suspense.
Tradable video assets such as series or movies retain their value over time and can be licensed and re-licensed for extended periods. On the other hand, non-tradable video assets are often referred to as disposable content produced specifically for Ramadan. These include some talk shows, game shows, religious programming and heavily seasonal or branded content. While non-tradable assets do not retain high value for re-licensing beyond the specific season, they play a vital role in catering to the diverse Ramadan audience and milking the ad spend budgets.
During Ramadan 2023, we counted a total of 160 tradable Arabic assets released into the content market. Although this is a 20% decrease compared to 2022, our analysis reveals higher production values and the emergence of new market entrants. Out of the 22 Arabic-speaking countries in the MENA region, 15 actively contributed to the production of Arabic assets for Ramadan. However, approximately 12% of the initially announced titles were retracted, postponed for post-seasonal release or suspended altogether.
Among them was season two of the highly anticipated series Kaser Adm (Breaking Bones) by Syrian production house Clacket Media, which the producers decided to save for Ramadan 2024 due to time constraints in the production. Another example is MBC Group’s Muawiya, a project with an estimated budget of $75m, making it the most expensive in the history of Arabic drama. Rumour has it that it was postponed due to political concerns after warnings from Iraqi officials that it might stir up sectarian strife between religious sects due to the story’s historical and controversial nature.
One notable trend observed during Ramadan 2023 was the significant increase in investment in Iraqi content. There was a staggering 70% surge since the previous season, with investments coming from various sources. The newly launched platform 1001, with its strong April launch, announced five original Iraqi productions, contributing to this boom. In addition to MBC Group’s investment in Iraqi content, a newly established fund in Iraq aimed at supporting local dramas holds the rights to at least one of the Iraqi releases. Furthermore, Iraq’s UTV network had six strong brand-new Iraqi releases. Jordan’s Roya Media Group, which operates Jordan’s top TV channel, was quick to pick up on this trend and featured one title in its Ramadan line-up, specifically targeting the Iraqi market.
Around 90% of the Ramadan 2023-produced series found their way onto 17 OTT platforms across the MENA region. However, the remaining 10% took a different path. Some VOD rights were removed from the Ramadan content market due to low prices, while others landed on YouTube, showcasing the remnants of the previously popular model of linear channels using YouTube as a catch-up service. Interestingly, approximately 20 channels in the MENA region still publish their long-form, high-quality episodes on YouTube as a means of additional monetisation or cost savings, avoiding the need to invest in their own platforms. However, this approach carries the risk of devaluing the content, something the Arabic content industry has been trying to address for nearly five years.
In addition to digital streaming platforms, traditional TV networks still play a pivotal role in the distribution of Ramadan content. More than 120 satellite TV channels on Nilesat or Arabsat, excluding MBC Group, have licensed or invested in at least two to eleven drama series each. These channels acquire distribution rights across multiple windows, including pay-TV and free-to-air channels, spanning five to six MENA territories. The value of these deals is a subject of speculation, leaving it to the reader’s imagination to envision the financial stakes involved.
Production houses bear the heaviest weight when it comes to contributing to the Arabic content market during Ramadan. Our analysis indicates that three major production houses accounted for 25% of the supply of Arabic drama series released during this period. MBC Group from Saudi Arabia, United Media Services (UMS) from Egypt and Cedars Art Productions, based in Lebanon, played a prominent role. Notably, Cedars Art Productions stood out this year as the only fully independent commercially run production house producing the highest number of Ramadan 2023 series. This accomplishment highlights the strength of independent entities in meeting the region’s content demand during this festive season.
As the Arabic content market continues to evolve, Ramadan remains a significant period that propels the industry forward. With around 1,800 deals closed, only those dealing in the market will grasp the unusual dynamics of supply and demand, and the rather ‘friendly’ competition of digital streaming platforms, traditional TV networks and production houses. The demand for engaging content during this month drives innovation in content rights sharing and industry collaboration, and contributes significantly to the economic growth of countries such as Lebanon, Syria and Iraq.
As audiences eagerly await the next Ramadan season, the industry strives to create compelling narratives, pushing the boundaries of storytelling while keeping a watchful eye on the commercial viability of these projects.
