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VIRAL EXCLUSIVE
March 7, 2024
Surge in Non-English Content in MENA Region
Non-English content is taking centre stage, according to new research from Rise Studios, in partnership with Parrot Analytics, the global entertainment analytics – exploring audience preferences for content genres and formats in the MENA region. By K Dass.
MENA - The Middle East and North Africa
(MENA) region is experiencing a remarkable surge in demand for non-English
content, reshaping the entertainment landscape. As streaming platforms gain
popularity, local production studios are seizing the opportunity to cater to
diverse audiences. Two key players, Rise Studios and Parrot Analytics, are at
the forefront of this cultural revolution, tapping into the rich storytelling
traditions of the region.
Rise Studios,
a leading production company based in Dubai, has been at the forefront of
creating captivating Arabic-language content that resonates with audiences
across the MENA region. CEO Nadia Al-Hassani emphasises the importance of
authenticity in storytelling, "Our goal is to create content that not only
entertains but also reflects the cultural nuances and values of our diverse
audience."
The success
of Rise Studios can be measured by the soaring demand for their shows.
According to statistics from Parrot Analytics, a global content demand
measurement firm, Rise Studios' flagship series, Sands of Time, has seen
a 150% increase in demand across the MENA region in the past year alone. This
historical drama, set against the backdrop of the Silk Road, has captivated
viewers with its rich narrative and stellar production quality.
Parrot
Analytics, in collaboration with Rise Studios, has been instrumental in
tracking and analysing the trends in non-English content demand in the MENA
region. Sarah Johnson, Director of Insights at Parrot Analytics, notes,
"The data we've collected indicates a significant shift in viewer
preferences. There's a growing appetite for authentic, culturally relevant
stories that offer a unique perspective."
The surge in
demand is not limited to Arabic-language content; Turkish dramas have also
found a dedicated audience in the MENA region. Shows like Eternal Love
and The Protector have gained widespread popularity, contributing to a
200% increase in demand for Turkish content in the past year, according to
Parrot Analytics.
In this
region, non-English content now dominates over half of the demand, driven by a
growing appetite for Chinese, Korean, and Japanese language content. This trend
underscores the region’s increasing interest in diverse Asian language
narratives.
The report
identifies drama as the most sought-after genre, resonating across cultural
boundaries. However, there has been a notable rise in the demand for animation
content, growing from 6% to 12% in the past five years, appealing to both young
and adult audiences.
The impact of
this surge in demand is reflected in the revenue generated by Rise Studios. The
company reported a 250% increase in revenue from international licensing and
distribution deals for its content. This success has enabled them to invest
further in high-quality productions, creating a positive cycle of growth and
innovation.
The MENA
region's embrace of non-English content is not limited to television series.
Rise Studios has ventured into film production, with their recent release, Whispers
in the Wind, becoming a box office hit. The film, set in the enchanting
landscapes of Oman, explores themes of love and identity, resonating with
audiences across borders.
The shift
towards non-English content is evidence to the globalised nature of
entertainment consumption. As streaming platforms continue to expand their
reach, audiences are increasingly seeking diverse and authentic stories. As
Nadia Al-Hassani puts it, "This is just the beginning. We are witnessing a
renaissance of storytelling in the Middle East, and the world is taking
notice."
