Latest news with #OSNStreaming
The National
31-03-2025
- Business
- The National
OSN must find its brand to win in Middle East streaming
Warner Bros Discovery's investment in OSN Streaming last week is a natural alignment, and a chance for the Dubai-based streamer to establish its identity and therefore foothold, in the fragmented yet competitive Arab streaming market. Multiple players have been vying to claim a leading spot in the difficult-to-capture region for years. MBC Group's Shahid VIP from Saudi Arabia and Netflix from the US already claim a significant slice of the market share. New entrants are also hedging their bets seeing untapped potential. Entertainment streamer Yango Play, owned by Russia's international brand Yango Group, made its debut in the Middle East streaming market last year with offerings that include ad-free access to popular Turkish dramas, Japanese anime and even originally produced Arabic shows and movies. Old or new, all of them face ongoing challenges to attract loyal audiences. Disney+ from the US attempted its break in the market in 2022 with family-friendly content, yet faced struggles in capturing enough subscribers from competitors. Kuwait telecommunications company Zain faced similar obstacles after it partnered with Malaysia's iFlix in 2017. Two years later, it decided reduce its Middle East operations and shift focus to Southeast Asia. So what do streaming companies need in order to rise above the fierce competition in the Middle East streaming market? That's the multi-million dollar question, and one that is shared in global markets similarly. The streamers that survive will likely be the ones that have a clear identity of who they are and what they offer their customers to gain their attention, and subscription. OSN, which already has a brand for access to premium content resources with its Warner Bros and HBO Max partnership, can take it to the next level by crossing over into localised originals of the same caliber. The $57 million investment by the American global media conglomerate Warner Bros for a one-third stake in OSN Streaming last week, is the latest agreement solidifying their partnership and synergy spanning about three years. In 2022, Warner Bros' HBO teamed up with OSN to exclusively broadcast and stream a multi-year licensing agreement. Then last year, they established exclusive film catalogue rights. The alignment lies in their appreciation for premium content, which can be defined as exclusive high-end shows that are well written with compelling characters and usually more expensive to produce. Think Succession, The Wire, Sex in the City, The Sopranos, or Game of Thrones – they're all award-winning shows offered by HBO Max that have exported globally and remain household names to many. Although OSN has not created premium content originals that have definitively broken into global markets, Warner Bros' executive vice president and managing director for Central Europe, Turkey and the Middle East, Jamie Cooke, said in a statement last week that OSN has the potential and is the right partner to invest in high-quality, locally produced content to distribute globally. As OSN Group's chief executive, Joe Kawkabani, told The National, Warner Bros' investment is an endorsement in OSN's story. One that can be told as the rapid evolution from a pay TV network, to streaming, then the launch of OSN Plus and the separation of OSN TV - all in the span of three years and with the constant of selective and quality content. Why is creating original and localised premium content an opportune path to success for OSN? It gives it an edge of brand identify over its competitors. MBC Group's Shahid is like the Netflix of the Arab world, known to viewers for its easy to watch mainstream and entertaining content that appeals to a wide audience. OSN could establish its own brand to attract a particular type of viewer with premium, localised content that also carries global appeal. In the region, Turkey has successfully achieved its own title from a production standpoint as the third-largest seller of scripted shows, according to data firm Parrot Analytics in early 2024. These exports are dramas that appeal especially to female audiences and that have earned Turkey $600 million in 2022, the Istanbul Chamber of Commerce estimates. Israel is well known for developing TV formats on a low budget that are successfully picked up and adapted internationally. Most notably is the Homeland series on Showtime in the US, which is an adaptation of Israeli drama Prisoners of War, by the Keshet Media Group. The UAE is heavily investing to build its own homegrown, original content with Arabic language productions. STARZPLAY Arabia is an SVOD service provider that is majority owned by the entertainment arm of Abu Dhabi's E& and sovereign wealth investor ADQ. They have injected significant capital to boost STARZPLAY's content with original series such as the high production value crime/drama Baghdad Central in 2020, and horror anthology series Kaboos in 2023. Producing this type of premium quality local content that is exportable internationally is easier said than done, and requires a level of industry infrastructure that is not readily available, nor accessible, in many Arab countries. This has generally led the regional companies to invest large amounts in the production end of titles, but not necessarily on the development that's needed to create successful originals from the region. MBC studios has aimed to do this with its invested originals, but has yet to create content that travels outside the region. OSN has an opportunity here to leverage its partnership with Warner Bros and HBO to utilise their agencies and bring in needed talent to give them that upper edge, and create localised original content that's up to par with the US's higher end genre of content. This includes using writers, executives to identify quality storylines critical to clicking with audiences, and global celebrity actors to star in original localised productions. It could also work with other film and show creators such as US entertainment company Miramax, co-owned by Paramount Global and beIN Media group, already known for its recognised brand of award-winning premium content for years, is conducting initial steps to utilise resources from its Los Angeles home to develop premium quality content that is localised from the region. Warner Bros already has a commercial office in the UAE, said Mr Kawkabani, and told The National last week that OSN's deal with them involves "transfer of knowledge in a lot of areas, in particular with streaming and growth". Warner Bros is counting on OSN "for everything related to localisation", he added. So it begs the question, what will that look like? Will it prioritise writing and development? And will OSN find a way to use this deal to achieve the ultimate goal of creating localised premium originals that can one day travel globally, sealing its brand as the region's exporter.
Arab News
28-03-2025
- Business
- Arab News
Warner Bros. Discovery investment in OSN Streaming signals broader industry shift, says CEO
DUBAI: Warner Bros. Discovery this week announced a minority investment in OSN Streaming in a move that 'reinforces its commitment to the region's rapidly growing streaming landscape.' The deal is reportedly valued at $57 million for a third of OSN Streaming. It will take place in phases and is subject to customary conditions, including regulatory approvals. Joe Kawkabani, OSN's group CEO, said the deal 'signals a broader shift in the industry' as global players recognize 'that substantial growth in the Middle East and North Africa region requires more than just exporting content.' He told Arab News: 'It's about investing in local platforms, collaborating with regional talent, and tailoring content specifically to the market. That's precisely what we're doing here, and I believe it sets a new standard for successful partnerships in the region.' Warner Bros. Discovery opened its first office in the region in Dubai in 2012. The investment reflects its 'prioritization of working with the best creative talent, advancing technologies and forging key partnerships to fuel continued growth.' It also serves as an opportunity for the company to 'deepen their regional presence through a trusted platform that truly understands the market's nuances,' Kawkabani said. The two companies have had a long-standing history, with OSN being the exclusive home for HBO content in the region. Just last year, OSN acquired the rights to all first-run Max Originals and the full Warner Bros. Pictures feature film library as part of a multi-year deal. Jamie Cooke, executive vice president and managing director for Central Europe, Turkey and Middle East, at Warner Bros. Discovery said this was a 'natural step' for the company, as 'OSN has been a great partner and custodian of our content.' He added: 'We recognize that alongside enjoying the latest global hits, regional audiences also want stories from and about the region that reflect their own cultures and experiences.' Kawkabani highlighted the importance of the MENA market on the global map. He said: 'It is no longer a peripheral market — it's becoming central to the future of streaming. Our role is to drive this transformation from within the region, not just import it from the outside.' Saudi Arabia has emerged as a key player in the region's media and entertainment industry. In 2018, the Kingdom announced it would invest $64 billion in its entertainment sector over the coming decade. Since then, it has implemented several initiatives and investments to bolster these sectors. Most recently, in January, Saudi Arabia's General Entertainment Authority unveiled 29 investment opportunities aimed at expanding the entertainment landscape while fostering private sector participation and aligning with Vision 2030 objectives. Saudi Arabia is 'one of the most exciting and dynamic entertainment markets in the world right now' and the deal 'aligns seamlessly with Saudi Arabia's broader vision for its entertainment sector — one that prioritizes creativity, local talent, and global collaboration,' said Kawkabani. 'We view Saudi Arabia not just as a key market but as a creative hub that can lead the region forward,' he added. Going forward, the deal will see the two companies invest in 'high-quality, locally produced content, ensuring a richer and more diverse offering for viewers,' according to Cooke. For OSN, Kawkabani said it wasn't just about content licensing or capital, but rather about 'two companies aligning on a vision to sustainably grow the regional streaming market in a way that resonates locally.' He added: 'We're not here to follow trends; we're here to shape them.'
The National
24-03-2025
- Business
- The National
Warner Bros invests in Dubai's OSN in Middle East streaming drive
Warner Bros Discovery announced a minority investment in Dubai's OSN Streaming driving its presence in the Middle East. The deal will 'reinforce its commitment to the region's fast-growing landscape' the US global media and entertainment conglomerate said on Monday. Warner Bros will pay $57 million for a third of OSN Streaming, known to viewers as OSN Plus, according to Joe Kawkabani, chief executive of parent company OSN Group, in a Bloomberg interview. The deal will be conducted in stages and is subject to conditions that include regulatory approvals. 'OSN has been a great partner and custodian of our content, making this a natural step for WBD,' said Jamie Cooke, executive vice president and managing director for Central Europe, Turkey, and the Middle East at Warner Bros. 'Through this deal, we're delighted to announce that both OSN and Warner Bros Discovery will invest in high-quality, locally produced content, ensuring a richer and more diverse offering for viewers,' he added. Mr Kawkabani said OSN will be able to expand its investment in local content and 'broaden its reach beyoned MENA to global audience' on back of the deal. The partnership between the two companies extends years before today's announcement. In May of last year, OSN signed a deal with Warner Bros that guaranteed it exclusive regional rights to all new content from Max Originals and first premiere rights to Warner Bros Pictures. This opened the path for major films such as Barbie and D une: Part Two to be on OSN platforms. OSN Streaming merged with regional home-grown brand, the Nasdaq-listed Anghami in late 2023, where OSN Group paid $50 million. The deal was set to bring in $100 million, 120 million registered users, and also 2.5 million paying customers. Before that, the Dubai-based streamer signed a multiyear licensing agreement with HBO, owned by Warner Bros., to stream content from the American pay TV network in 2022. This is in addition to exclusive film catalogue rights last year. OSN Group currently operates in 22 countries offering local TV series and films delivering content over multiple platforms including OSN+ and Anghami. Warner Bros is available in more than 220 countries and includes products such as CNN, Discovery Channel and TNT Sports.
