15.1.2025

evision on Navigating MENA's Streaming Landscape and Redefining Consumer Engagement | Inside Content

evision on Navigating MENA's Streaming Landscape and Redefining Consumer Engagement | Inside Content

Author

Jack Davison

role

Executive Vice President

On this episode of Inside Content, I sit down with Sunil Joy, Head of Content and Strategy at evision, the media and entertainment arm of e&, formerly known as Etisalat Group. With over two decades of experience in the media industry, Sunil has been instrumental in pioneering initiatives like launching the first IPTV service in the MENA region and the new AVOD service, Starz ON.

The discussion dives deep into evision’s evolution, the dynamics of the MENA content market, and exciting trends shaping the future.

evision was initially established in 1999 as a cable TV aggregator and  today it supports a diverse portfolio, including IPTV, SVOD, AVOD, and OTT services across regions.

Sunil highlighted evision's strategic transition: “We’ve moved from being a content aggregator to aiming to become the largest media player in the region.”

Launched in November 2023, Starz ON is evision’s AVOD and FAST service. Leveraging Starz Play's established brand and technology, Starz ON offers a hybrid model combining ad-supported content with paid subscriptions.

“From concept to launch, we achieved this in just three months,” Sunil shared, emphasising evision’s commitment to speed and efficiency. He sees the hybrid model as crucial in maximising revenue opportunities while offering affordable content to consumers.

The MENA region, with its strong preference for Arabic and localised content, presents unique challenges and opportunities. While global players like Netflix have a presence, evision and other regional platforms thrive by focusing on cultural nuances and localised programming.

“The global players will do well, but local platforms have a unique edge with content tailored to the audience,” Sunil noted.

Sports has been a key driver for subscriber acquisition. Exclusive rights to UFC, ICC Cricket, and Serie A are among evision’s standout offerings, capturing the region's passion for sports.However, creating original content remains a calculated endeavour, balancing costs with the need to deliver resonant stories.

Sunil also touched on broader industry trends, including the rise of hybrid monetisation models and the increasing importance of technology and data analytics. The region's move towards balancing ad-supported and subscription-based models is reshaping how platforms engage audiences and monetise content. evision’s journey reflects the transformation of the MENA media landscape. As Sunil and his team continue to innovate, the focus remains on understanding their audience, leveraging technology, and curating impactful content.

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