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Sara Kreishan, University of Sharjah, United Arab EmiratesAbstract
The rapid expansion of Over-the-Top (OTT) platforms has significantly transformed the media landscape in the Middle East and North Africa (MENA) region, reshaping audience behaviors, content production strategies, and industry dynamics. This study explores the impact of streaming services—particularly Netflix and Shahid—on television consumption in the MENA region, examining user preferences, device usage, and geographic distribution patterns. Drawing on social media data, market reports, and secondary sources, the analysis reveals a strong mobile-first viewing culture dominated by Android devices, with major audiences concentrated in Saudi Arabia, the Gulf Cooperation Council (GCC) countries, and Egypt. Shahid’s emphasis on culturally localized content and user accessibility has enabled it to compete with global giants like Netflix, whose strategy revolves around high-budget original programming and global market diversification. By comparing these findings with existing literature, the study highlights how both platforms reflect broader shifts in global television trends, such as audience fragmentation, personalized recommendations, and binge-watching habits. However, this study is limited by the absence of direct content analysis and lacks user-centered qualitative data. Future research should include content-based comparisons of Netflix and Shahid to identify specific factors driving user engagement, such as genre, language, and cultural representation. Additionally, conducting surveys and interviews would provide deeper insights into user motivations and satisfaction, enabling a more nuanced understanding of the digital viewing experience in MENA. Ultimately, this study contributes to the growing body of knowledge on digital media convergence and the localization of global platforms in diverse cultural contexts.
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Conference: KAMC2025Stream: Media Studies
This paper is part of the KAMC2025 Conference Proceedings (View)
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To cite this article:
Kreishan S. (2026) Netflix and the Future of TV ISSN: 2436-0503 – The Kyoto Conference on Arts, Media & Culture 2025: Official Conference Proceedings (pp. 667-680) https://doi.org/10.22492/issn.2436-0503.2025.54
To link to this article: https://doi.org/10.22492/issn.2436-0503.2025.54
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