GCC video strategy shifts toward converged linear, OTT, and CTV models
IAS Media's Prasad Amin advises media planners in the Gulf Cooperation Council (GCC) to adopt an integrated video strategy combining linear TV, OTT, and CTV. This approach leverages linear for broad reach, OTT for precise targeting, and CTV to converge the big-screen experience with digital addressability for advertisers. The strategy emphasizes that linear TV, particularly in the GCC, still holds significant audience segments for specific demographics and live sports, and that many linear channels are now accessible via CTV platforms.
Key Takeaways
- Linear TV remains dominant for older demographics, with viewers aged 65+ spending 75% of their total viewing time on traditional broadcasts.
- Live sports continue to anchor linear engagement, with nearly 90% of global sports consumption still occurring on traditional or MVPD platforms.
- Connected TV has become the convergence point for GCC households, where 81% of viewers now stream content directly on smart TVs.
- High-reach South Asian channels like Sony Entertainment Television are bridging the gap by becoming available on OTT platforms like StarzPlay.
- Interactive CTV ad formats now support performance-based outcomes, allowing viewers to move from brand awareness to direct action via the remote.
Why It Matters
The GCC market remains an outlier in the global shift away from linear, primarily due to cultural reliance on broadcast for live events and diaspora-focused content. For regional strategists, the immediate implication is that abandoning linear for pure-play digital destroys the 'trust infrastructure' built by major networks like MBC. Competitive success now depends on planning for 'the same screen' across multiple delivery paths. If CTV inventory continues to mirror linear channel lineups, we may see a faster migration of high-CPM FMCG and automotive budgets toward addressable CTV environments. Watch for a rise in hybrid ad-buying models that package linear reach with CTV frequency caps.
Additional Context
The GCC streaming market is entering a phase of high-stakes consolidation and monetization. Per Omdia (May 2025), the MENA streaming market is projected to reach $1.5 billion by year-end, with regional leader Shahid on track to manage 4.4 million subscribers. This growth is mirrored by a 67% projected rise in online video advertising revenue for the region by 2028. Recent financial reporting from MBC Group (November 2025) confirms this trend, with its Shahid platform narrowing losses to 23.3 million SAR—down nearly 62% year-over-year—as ad-supported (AVOD) revenue grew by 23.4%.
Simultaneously, regional players are utilizing aggressive bundling to combat churn and capture broad audience segments. Per 3Vision (June 2026), a pan-national bundle uniting Shahid, OSN+, and Disney+ has fundamentally shifted the competitive landscape toward aggregation. This strategy particularly benefits the region's massive South Asian diaspora; for instance, IAS Media (2025) estimates Sony SAB's reach at 3 to 6 million households across the Middle East. As these legacy linear powers move content to platforms like StarzPlay, the distinction between broadcast and digital becomes purely technical, forcing a shift in measurement. Saudi Arabia’s new 'people meter' system, launched in early 2025, reflects this need for cross-platform data, offering advertisers the precise metrics required for integrated buying.
Read full article at campaignme.com
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