Streaming Drives Middle East Media Growth, Signalling Global Shift

Monday, 16 March 20267 min read2 views

Middle East media giant MBC Group reported substantial revenue growth for 2025, primarily propelled by the strong performance of its Shahid streaming service. This financial uplift underscores the increasing global consumer migration towards digital content platforms and subscription models.

What Happened

•MBC Group's revenue increased by 28.5% year-on-year, reaching SR 5.4 billion ($1.43 billion) for the 2025 fiscal year.
•Net profit saw an 8.1% annual rise, totalling SR 437.5 million ($116.66 million).
•The significant growth was attributed to the double-digit expansion of its Shahid streaming service.
•MBC Group operates 19 free-to-air channels in addition to its streaming platform.
•The financial results were reported on 16 March 2026 by Variety.

Why It Matters for NZ Marketers

•New Zealand's media landscape mirrors this global trend, with local audiences increasingly adopting streaming platforms over traditional linear television.
•NZ marketers must allocate budgets strategically, recognising the diminishing returns from traditional broadcast channels versus growing digital video consumption.
•The success of regional streaming services like Shahid indicates a strong appetite for localised and diverse content, which could inform content strategies for NZ brands.
•Competition for audience attention is intensifying on streaming platforms, requiring more sophisticated targeting and creative approaches from NZ advertisers.
•This shift impacts media planning, audience measurement, and the types of ad formats available to reach New Zealand consumers.

Strategic Implications

•Prioritise investment in digital video advertising, including connected TV (CTV) and native streaming placements.
•Develop content strategies that resonate with specific audience segments found on various streaming platforms, beyond just broad demographic targeting.
•Explore partnerships with local and international streaming providers to access premium inventory and unique audience data.
•Invest in first-party data collection to better understand streaming audience behaviours and preferences for more effective campaign activation.
•Evaluate the return on investment (ROI) across different media channels, adjusting spend to reflect evolving consumer habits on streaming platforms.

Future Trend Signals

•Continued fragmentation of media consumption as more niche streaming services emerge.
•Increased demand for personalised advertising experiences within streaming environments.
•Further consolidation or strategic alliances among streaming platforms and content creators.
•The integration of retail media and shoppable ad formats directly within streaming content.

Sources

Middle East Broadcaster MBC Group Posts 28.5% Revenue Jump as Streaming Side Expands — Variety

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