Having enjoyed great success in international markets, the streaming platform is now ready for its next phase of expansion in terms of content, technology and distribution.
Jordan-based SVOD streaming platform Istikana, part of Arab Media Network (AMN), has big plans for 2022 with “a more clear and differentiated content strategy”, CEO Tareq Abu-Lughod told BroadcastPro ME.
The platform has ambitious plans to expand its portfolio of content with predominantly Arabic independent films (short and feature) as well as documentaries from and about the MENA. It also plans to enhance its technology and explore new distribution channels with major mobile operators and entities serving Arabic communities globally.
“There is a need from young Arabic filmmakers to showcase their films globally and we are becoming that vehicle for a much wider audience,” commented Abu-Lughod.
Although Istikana launched several years ago as an AVOD platform, it saw much greater uptake when it transitioned to an SVOD model and moved into more developed markets like the USA, Canada, Europe and the UK.
“We first targeted the MENA market being an Arabic-language streaming service, but quickly realised that advertising spend was low and later, that payment was, and still remains, an issue.”
“We went international three years ago and have since witnessed considerably greater interest in our content abroad,” added Abu-Lughod.
Istikana is part of Arab Media Network, a media and entertainment company based in Amman, Jordan that owns and operates a number of media outlets including Mazaj FM, Radio Dahab, AL Studios (TV production and distribution), Filmstan (Film production and distribution) and Maqalat (audio articles platform) and Istikana (SVOD platform).
