By Q1 2024, Arabic streaming platform Shahid claimed the top position, with STC TV, another local platform, following closely behind.
Streaming preferences in Saudi Arabia are undergoing a significant transformation, with 71% of online media consumers reporting they had watched locally produced content in Q1 2024. This growing demand for local programming is reshaping the streaming market and shifting platform market shares.
The rise of local content has impacted the dominance of foreign streaming giants, with Saudi-based platforms gaining prominence. In 2022, international platforms like Netflix held four out of the top five positions in market penetration. However, by early 2024, Shahid, a Saudi streaming service, took the lead, followed by another local platform, STC TV.
This shift reflects a growing preference for regional content. While Netflix’s catalogue in Saudi Arabia is made up of 96% foreign content, Shahid offers nearly half of its programming from Saudi Arabia or the broader MENA region. Only 4% of Netflix’s library features Arabic-language titles, posing a challenge for the global streaming giant to cater to local tastes.
In response, Netflix has announced plans to expand its Arabic-language slate, with new seasons of popular shows like Al Rawabi School for Girls, Finding Ola and Dubai Bling set for 2024. The platform is also introducing new titles, including Honeymoonish, Basma, and Love Is Blind, Habibi, to better compete with local providers.
Saudi Arabia’s streaming landscape is increasingly driven by demand for culturally relevant and Arabic-language content, with local platforms like Shahid benefiting from this trend. To remain competitive, global streaming services will need to diversify their offerings to meet the growing preference for local productions.
