Nik Emir Din and Fara Abdulla
Bitsmedia, the developer of the biggest Muslim lifestyle app Muslim Pro ventured into the realm of entertainment in July 2022 with Qalbox, an SVOD streaming service integrated into the app which provides a wholesome entertainment experience by offering Muslim-focused content. Despite being only 10 months old, it has achieved remarkable accomplishments. To date, Qalbox has curated an extensive collection of content spanning over 1000 hours, sourced from six continents across the globe including North and South America, Africa, Asia, Europe, and Oceania. Through its unique social ecosystem, Qalbox celebrates the diverse identities and cultures of Muslims worldwide, serving as a compelling platform to spotlight the creators, talents, and vibrant personalities of Muslims from diverse backgrounds.
Alongside content acquisition, Qalbox has taken the creative lead by producing eight captivating original programmes including "Food from the Heart" and "I Am Muslim," showcasing the richness and diversity of Muslim experiences, presenting a tapestry of stories that resonate with viewers from all walks of life.
Qalbox made its debut on the global stage at MIPCOM Cannes last year, signifying a major milestone in its trajectory. As the platform expands its footprint in South East Asia, particularly in Malaysia and recent launches in Singapore and Indonesia coinciding with the holy month of Ramadan, its ambitions extend to global markets.
CURRENT POSITIONING IN CEE REGION
While the global Muslim population exceeds 2 billion, Central and Eastern Europe (CEE) accounts for approximately 2% of this total at over 36.4 million, representing 11% of the region's population. According to a recent study by the Statista Research Department, CEE households will subscribe to at least one subscription video-on-demand platform by 2027, with revenue generated by SVOD consumption forecast to reach almost three billion U.S. dollars. Faith-based content for tech-savvy Muslim audiences is however lacking. Despite constituting a quarter of the global population, Muslim characters make up a mere 1% of TV portrayals. This significant under-representation not only leaves the Muslim population underserved, but it also perpetuates a cycle of misrepresentation and marginalization.
Qalbox amplifies and fronts Muslim voices and promotes cultural appreciation on a global scale. With strong emphasis on inclusivity, the streaming service sees great potential in Central and Eastern Europe (CEE) with an increasing user base in countries including, Azerbaijan, Poland, Albania, Serbia, and Bosnia and Herzegovina in Ramadan alone. “Our vision for Qalbox is to become the go-to destination for Muslim-themed content, reshaping the future of the entertainment industry by placing the voices and perspectives of Muslim creators and audiences at the forefront,” said Nik Emir Din, co-CEO of Bitsmedia. "In today's globalized media landscape, it's more important than ever to provide a medley of perspectives and stories that reflect the complexity of the world we live in. It is more than a space that showcases the richness of Muslim cultures and communities around the world, but also to build bridges of understanding and empathy through our programming," he added.
UNLEASHING BUSINESS OPPORTUNITIES
The Muslim entertainment industry holds tremendous growth potential, set to flourish in the coming decade. Muslims' expenditure on media and recreation reached an impressive $231 billion in 2021 and projected to soar to $308 billion by 2025. Within the context of CEE, Qalbox emerges as a gateway to several exciting partnerships. Particularly, as a devoted platform championing global Muslim creativity and filmmakers, it provides players in these regions with an extraordinary chance to exhibit their craft on a global footprint, actively propelling the Muslim entertainment industry forward. Additionally, the SVOD’s invaluable collaborative marketing and distribution partnerships play a pivotal role in uplifting content creators hailing from the region, granting them broader exposure to audiences and permitting them with effective monetization strategies.
"While streaming services have democratized content creation, providing independent creators a platform to share their stories and perspectives with a worldwide audience, the Muslim entertainment industry holds untapped potential," Fara Abdullah, co-CEO of Bitsmedia said. “It empowers the CEE Muslim entertainment industry by amplifying their voices and identities as Muslims, expanding their reach in global markets, fostering international collaborations, and nurturing local talent. Serving as a catalyst for growth and exposure, it facilitates cultural exchange and diversity within the industry,” she explains.