DataEQ analysis reveals sports and Turkish content as major engagement drivers across MENA
Netflix continues to dominate online conversation across the GCC, but STARZPLAY has emerged as the region’s most positively rated streaming platform, according to DataEQ’s MENA Streaming Flash Report.
The analysis examined 109,531 public online mentions of five major streaming services — Netflix MENA, Shahid, OSN, STARZPLAY, and Disney+ — revealing how content, platform reliability, and audience engagement shaped consumer sentiment across Middle East and North AFrica.
Key Findings
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Netflix captured the largest share of voice (49%) across the GCC, driven by its international catalogue and strong brand recognition.
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Shahid followed with 39% of conversation, largely fuelled by Saudi Pro League coverage, but streaming reliability issues affected sentiment.
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STARZPLAY achieved the highest Net Sentiment (22%), praised for exclusive sports rights, regional dramas, and a stable user experience.
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Disney+ and OSN, while smaller in volume (3% and 4% respectively), attracted positivity for content quality and international range.
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Sports and Turkish content were the top conversation drivers, while technical issues, billing frustrations, and content gaps led negative feedback.
- Saudi, Egypt and United Arab Emirates customers were the most vocal around their streaming services providers.
What Resonated with Viewers
Audiences across MENA rewarded platforms that offered reliable streaming performance, exclusive regional content, and consistent communication.
When executed well, sports coverage generated major spikes in engagement — particularly in Saudi Arabia — reinforcing its role as both a cultural and entertainment catalyst. Celebrity-led promotions and Turkish or Arabic originals also helped sustain excitement, driving positive word-of-mouth and brand advocacy throughout the period.
Where Platforms Fell Short
Operational reliability remains the sector’s key challenge. The report found frequent complaints about streaming interruptions during live events, duplicate billing charges, and content unavailability compared with international catalogues. These issues often overshadowed otherwise strong engagement with premium titles, highlighting that execution quality remains critical to retaining trust and loyalty among regional viewers.
Jamie Botha, Head of Global Partnerships at DataEQ, said:
“This study highlights the dual challenge and opportunity for streaming platforms in MENA. Viewers are highly engaged and eager to champion brands that deliver a seamless experience, but expectations are rising fast. As competition intensifies, operational reliability and local content will define the next phase of market leadership.”
About the Report
The MENA Streaming Flash Report (May–July 2025) analysed 109,531 online mentions, with a verified sample of 12,059 evaluated by DataEQ’s human intelligence network. The study achieved a 95% confidence level and ±0.7% margin of error, providing statistically robust insights into consumer sentiment toward leading streaming services in the region.
For more information and to download the full report, visit dataeq.com/resources/reports/mena-streaming-services-report.
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