With so many SVOD options ranging from international incumbents to regional challengers, it also creates a headache for managing multiple subscriptions. That proves to be quite costly, since everyone touts a vast content problem. That looks to be addressed as Netflix and MBC Group are joining forces by offering a bundled subscription package for the MENA region.
If you’ve heard of the Hulu and Disney+ bundle in the USA, this is how the partnership is being structured. It’ll be served via MBCNow, a centralised hub launched in February for live and on-demand viewing aiming to integrate MBC Group’s traditional broadcast and digital services.
Bundled Partnership
The partnership sees Netflix joining Shahid and various linear TV channels in one bundle. This not only cuts down on paying multiple subscriptions, but consolidates them with significant savings. How much? MBC Group stated “a saving of 21% compared to individual subscriptions”. This should also help with address subscription churn, driving more retention in offering a bigger yet tailored content library.
A glance on the MBC Now page shows that the Netflix tier varies based on the subscription package users may select. MBC Group’s claim on savings does have some truth, seeing it starts with the ‘advantage’ tier. As the Netflix ad tier is still restricted to select countries, only the Standard and Premium tiers are available.
MBC Group have stated that it’ll first rollout in Saudi Arabia (it’s also where MBC Group is based). This will be followed by a wider MENA rollout after the summer with dates to be confirmed.
Independent research from Omdia (Source) has shown that Shahid leads the MENA region with a 22% market share, paired with 4.4 million active subscribers as of December 2024. Netflix is the only international provider that takes third place with 17%, outclassing Disney+ (launched in mid-2022) and Apple TV+ significantly.
Given MBC Group’s regional presence and their vast market penetration, Netflix stands to gain a bigger share with reaching a vast Arabic-speaking audience even as they grow their slate of originals for the region and the world. It does bring about one valid question – will there be additional censorship of certain content pieces by Netflix when it’s served via MBC Now?
Image Credit: MBC Group
