The report outlines consumer promotions delivered by the video-on-demand service which has reportedly helped attract new customers and retain market share.
Starz Play, a subscription video-on-demand (SVOD) service in the Middle East and North Africa (MENA) has maintained its leadership position in the region for the second consecutive year, according to the IHS Markit Pay TV & Online Video Report MENA 2019.
Last month the MBC Group VOD platform, Shahid claimed that its viewership had increased to 23%; while the streaming platforms content had accumulated more than 248m views and an increase of 62% of Shahid PLUS paid subscribers.
As per the IHS report, Starz Play has acquired a 29% market share in terms of subscriptions. On the revenue front, the report stated that Starz Play is the joint market leader with 32% market share, a combination of exclusive content and the companys ability to secure deals from telecom operators and device manufacturers regionally has enabled it to grow in the region.
The report outlines consumer promotions delivered by Starz Play, which has reportedly helped attract new customers and retain market share. Offers and partnerships combined with a choice of methods of payments and free trial periods, according to the report, has enabled Starz Play to continue to attract new subscribers, the analysis has stated.
Maaz Sheikh, CEO and Co-Founder at Starz Play, commented: Our performance underlines the success of our strategy which has been threefold with a focus on content, the user experience and range of convenient payment options that are tailored to local market needs. Its been a remarkable journey since our inception five years ago, and we look forward to continuing to drive value in 2019 and beyond as we link up with regional telecoms operators and brands in the entertainment space to help us remain one step ahead.
As we continue to expand geographically, Saudi Arabia will undoubtedly remain a major focus as the largest market in terms of subscription and revenue growth potential. Moving forward we will continue to focus on acquiring locally relevant and popular TV shows and movies, he added.
The IHS Markit report has analysed Starz Plays ability to target a broad range of customers across the region. In MENA, where bank card penetration remains low, the ability to pay through local mobile plans as well as offering free trials enables customers to experience OTT offerings without commitment nor restrictions.
The IHS Markit report concludes with a detailed case study on OTT strategies and references Starz Plays numerous and diverse deals it holds across the markets in which it operates, with partnerships struck with leading operators including STC and Etisalat.
