Streaming preferences in Saudi Arabia are shifting, and the streaming market is following closely behind. According to a report by BB Media, during the first quarter of 2024, 71% of online media consumers in Saudi Arabia reported watching locally produced content in the past three months. This shift in Saudi Arabia streaming trends is reshaping the market and affecting the distribution of market share across platforms.
This preference for local content has contributed to the transformation of Saudi Arabia’s leading platforms, influencing market share distribution within the streaming industry. Over the past two years, Saudi Arabia’s streaming trends have evolved as users turn to local providers and geographically relevant platforms. In Q2 2022, foreign companies dominated, accounting for 4 out of the Top 5 platforms, with Netflix leading in market penetration. As of 1Q 2024, however, Shahid, a Saudi Arabia-based streaming service, has taken the top spot, followed by STC TV, another local platform.
A deeper look at the offerings reveals that 96% of Netflix’s catalog consists of foreign content, while Shahid’s catalog contains almost half local content produced in Saudi Arabia or the MENA region. Only 4% of Netflix’s catalog in Saudi Arabia features Arabic-language titles, highlighting the challenge Netflix faces in catering to local preferences. Shahid’s growth shows the importance of tapping into these local trends.
In response to these shifts in Saudi Arabia streaming trends, Netflix announced earlier this year its plans to expand its Arabic slate. New seasons of fan-favorite shows such as "Al Rawabi School for Girls," "Finding Ola," "Dubai Bling," and "The Exchange" are in the works, alongside new releases like "Honeymoonish," "Basma," "Echoes of the Past," and "Love Is Blind, Habibi"—all set for 2024. This expansion reflects Netflix’s commitment to investing in content that resonates with audiences in the MENA region, aiming to stay competitive with local platforms like Shahid.
Local content is on top and growing in Saudi Arabia, driven by preferences for relatable stories and Arabic-language offerings. Whether it’s the desire for culturally reflective narratives or content in the official language, Saudi Arabia streaming trends highlight the importance of local productions. Global streaming giants should consider diversifying their catalogs with more locally relevant content to stay competitive in niche markets like Saudi Arabia.