Why the future of streaming in MENA lies in hyper-personalised, genre-driven content

Campaign ME

26-05-2025

As streaming services continue to evolve across the Middle East and North Africa (MENA), the future of streaming is experiencing a significant shift – one defined by hyper-local content, genre-specific programming, and culturally intelligent storytelling.
In an exclusive interview with Campaign Middle East, Jamie Cooke, General Manager for CEE & EMEA at Warner Bros. Discovery, unpacks the trends shaping the future of streaming in the region and offers essential takeaways for content creators, brands, and advertisers alike.
Local stories are shaping the future of streaming
The growing emphasis on local talent and storytelling across the region is very much rooted in clear, data-driven insights about how audiences engage with content today.
Across MENA, audiences – particularly Gen Z and Millennials – are increasingly drawn to content that mirrors their cultural identities and lived realities. Internal research conducted by Warner Bros. Discovery indicates that regional consumers engage more deeply with programming that feels emotionally authentic and culturally resonant.
'Our internal audience research across MENA consistently shows that viewers are likelier to engage with authentic content that resonates emotionally and reflects their realities – be it language, values, or social context,' said Cooke.
This insight is not limited to just one type of content. Viewership and engagement are rising across local formats across streaming platforms and linear TV, scripted formats, documentaries, lifestyle shows, and factual entertainment.
'Data from our own platforms and third-party research highlights that engagement rates, completion rates, and even brand recall are significantly higher when content is locally relevant,' said Cooke.
This trend has strategic implications for both content creators and advertisers. The lesson is clear for global brands and platforms: to truly connect with communities in the region, content and campaigns must be crafted with cultural intelligence and local relevance.
'It's no longer about simply localising global content – it's about creating from the region for the region. This is why we at Warner Bros. Discovery continue to invest in partnerships with regional production houses and local talent. It deepens audience connection and creates opportunities for innovation that can travel beyond the region,' says Cooke.
For advertisers, aligning with hyper-local narratives offers a powerful opportunity to embed their brand authentically into stories that matter to their audiences—driving both cultural relevance and commercial impact.
Beyond localisation, purpose-driven storytelling is becoming increasingly important to both viewers and brands.
The future of streaming is fueled by purpose-driven genres
When it comes to genres that deliver on ROI, engagement, and brand impact, factual entertainment, real-life storytelling, and lifestyle content lead the way. These formats offer the right balance of emotional appeal and contextual relevance, making them popular among both viewers and crucial to advertisers looking to drive meaningful results.
'We're also seeing growing interest in documentary-style storytelling and purpose-driven content – especially among younger audiences who value authenticity and substance. These formats allow brands to align with stories that spark conversation and build cultural credibility, amplifying reach and recall,' said Cooke.
He continues, 'Another powerful genre is food and travel. Food-centric content has proven to be a magnet for both viewers and brands in markets like the UAE and Saudi Arabia. It offers versatility, aspirational appeal, and seamless integration opportunities – whether through branded content, sponsorship, or native storytelling.
At Warner Bros. Discovery, we've seen strong performance across our lifestyle and factual portfolio, with advertisers gravitating toward content that delivers impressions and impact. The focus now is on platforms and genres that allow brands to be part of stories that are watched and remembered.'
Interactive, immersive storytelling
Looking ahead, Cooke sees rising demand for content that prioritises experience over passive viewing.
'We believe that content's future will be increasingly defined by experiences and engagement rather than just passive consumption. As audiences – especially younger ones – seek deeper, more immersive interactions, formats that allow for user agency, such as multiple possible endings, branching narratives, or gamified elements, are gaining traction,' said Cooke.
He explains that these interactive experiences do more than just entertain—they provide platforms with valuable first-party data, offering deeper insights into user preferences and behaviour. This evolution marks a shift from traditional one-way storytelling to a dynamic, two-way dialogue between creators and audiences.
From a data standpoint, interactive content unlocks richer first-party insights by capturing how users watch, engage, and make choices, as well as what they value in a storyline. This behavioral data is a powerful tool for shaping future content strategies and delivering hyper-personalised experiences.
'At Warner Bros. Discovery, we're exploring how to integrate these formats naturally and authentically, particularly in markets like MENA, where there's a growing appetite for innovation and a strong connection to cultural storytelling traditions,' said Cooke.
Brand safety and value alignment in the CTV era
With consumers choosing to spend a lot of their time on streaming services and CTV, the context in which brand messages appear has become a top concern. Today's consumers expect alignment between the values of the content they watch and the brands that support it. This is why conversations around brand safety and brand integrity are not just important, they're essential.
'When a brand partners with us, they know their message is landing in content that aligns with shared values – whether that's inclusivity, creativity, or storytelling that makes a positive impact,' said Cooke
In today's media landscape, where the volume of content is vast, and the choices for consumers are infinite, selecting the right partner is ultimately a matter of brand reputation and long-term equity.
'Shared values and a clear long-term vision are the foundation for meaningful collaboration. The most successful partnerships go beyond short-term campaigns and are built on trust, alignment, and a mutual commitment to quality and integrity,' adds Cooke.
For brands looking to create real emotional connections, platforms that offer not just scale but substance should be a priority.
Tailoring content with language and culture
Content localisation in the MENA region is both a technological and cultural exercise. With such rich linguistic diversity – from Gulf Arabic to Levantine and North African dialects – it's essential to go beyond simple translation and adopt nuanced localisation strategies.
Cooke comments, 'On the technology front, we use AI-driven language processing tools that can adapt to Modern Standard Arabic and dialect-specific nuances. These include Natural Language Processing (NLP) systems trained on region-specific data, voice recognition models tuned to local pronunciation, and machine learning algorithms that help tailor subtitles, dubbing, and metadata to regional preferences.'
However, technology is only part of the equation.
'We also work closely with regional language experts and culturally attuned creatives to refine tone, idiomatic expressions, and narrative flow. This hybrid model – leveraging AI for scale and speed and human expertise for cultural accuracy – ensures our content feels local, not just localised,' said Cooke.
The lesson for content owners and advertisers is clear, authentic engagement in MENA requires investment in both technology and cultural intelligence. It's not just about language – it's about relevance, respect, and resonance.
Data in real time
Real-time analytics are proving vital in refining user experience and guiding content strategy.
'At Warner Bros. Discovery, we actively leverage real-time data to monitor platform viewer behaviour. This allows us to continuously refine content recommendations and surface the right content to the right audiences at the right moment,' said Cooke.
This capability is especially important in a region as dynamic as MENA, where viewing habits can shift rapidly based on cultural moments, seasons, or social trends. By using real-time feedback loops, brand can adapt content curation, adjust promotional strategies, and even influence programming decisions – all with speed and precision.
He explains how this data-driven approach benefits platform performance and delivers stronger outcomes for advertisers. Real-time engagement metrics help brands and advertiser understand what's resonating, which formats are performing best, and where brands can authentically integrate without disrupting the user experience.
'The key is not just having the data but also having the infrastructure and agility to act on it. For us, real-time analytics are not just about optimisation – they're about relevance, responsiveness, and building a more meaningful relationship with the viewer,' adds Cooke.
Ultimately, the future of streaming is not just about capturing attention and building connections. The more interactive and personalised the experience, the stronger the emotional bond between the viewer, the content and, by extension, the brand.