For Tareq Al Ibrahim, Director of Content at MBC Group and Shahid, the presence of global streaming giants is no longer a "clash of titans"—it is a catalyst for the entire regional supply chain. Speaking at the Saudi Media Forum, Al Ibrahim dismissed the notion of competing with the channel next door, noting that platforms like Shahid are now battling a global "tsunami" of content for "eyeball time." Al Ibrahim argued that the real benefit of this pressure is how it forces the industry to professionalize every link in its production. "Competition is essential for the entire value chain," Al Ibrahim stated. "From scriptwriters to cameramen to directors, this competition is what raises everyone's standards to meet a global benchmark." He cited the specific challenge of competing with high-budget Korean dramas and the viral efficiency of Chinese short-form content, which have gained massive traction in the MENA region. To survive, MBC has had to evolve its storytelling from regional tropes to what Al Ibrahim calls "global-tier stories" that can hold a viewer who has a Netflix tab open in the same browser. Maaz Sheikh, CEO of Starzplay, corroborated this "elevate or evaporate" narrative with a compelling historical irony. When Netflix entered the MENA market in 2016, regional players braced for a wipeout. Instead, Starzplay’s subscriptions tripled that same year. Sheikh explained that the global giant acted as a "market validator," educating the consumer and expanding the total addressable market for everyone. Sheikh expanded on Al Ibrahim’s focus on the "story" by highlighting the technical reality that makes this competition possible: the bi-directional connection. Unlike traditional TV, streamers have the clinical advantage of knowing—in real-time—if a customer is actually engaged, allowing local players to pivot their content strategies with a precision that global giants often miss in regional niches. Al Ibrahim concluded by defining the new coexistence: "Television creates shared moments; platforms create personalized experiences." For the MENA marketplace, the takeaway is clear: the arrival of the giants didn't take the local stars' audience; it has provided them with the tools, the insights — and the fear — necessary to finally deserve audience loyalty.
