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In a move that could change how audiences in the Middle East and North Africa consume entertainment, MBC Group and Netflix have revealed a joint subscription plan. Blending Netflix's deep global library with Shahid's premium Arabic-language content within a single subscription, the tie-up will be accessible only through MBC Group's streaming platform, MBCNOW, the destination of choice for this merged proposition.
It was rolled out on July 25, 2025, and is an evolving strategy to address the viewing habits of consumers in the region. By providing a window for local and global content into a single subscription, Netflix and MBC Group seek to enhance user experience without compromising access to a lot of content. The move signifies a broader shift in the streaming industry, where bundling services is becoming more of a trend to retain subscribers in competitive markets.
A closer look at the Netflix–MBC alliance
This new partnership will enable MENA subscribers to enjoy Netflix and Shahid's premium offerings under a bundled package offered through MBCNOW. The bundled subscription will have Netflix's global library of movies, television series, documentaries, and stand-up comedies alongside Shahid's Arabic dramas, MBC originals, and live channels. It is a significant step towards simplifying fragmented streaming experiences, especially in a market where viewers prefer to hold multiple subscriptions to cover local and global content.
Netflix has long sought to expand its presence within the MENA region, and the present partnership with MBC Group represents the first of any such arrangement between a regional streaming platform with much heritage in Arabic-speaking programming. Although the streaming platform is independent, the package allows the platform to access new viewers via MBCNOW's existing subscriber base.
MBCNOW as the distribution gateway
All will be available under this combined subscription package through MBCNOW, an MBC Group-operated online portal. Shahid will continue to exist independently, but the combined offering will be offered only by MBCNOW. The plan is to have a less complicated digital offering and present consumers with a unified interface to enjoy local and international content.
According to the official release, Netflix's full features, like multiple user profiles, language choice, and device compatibility, will continue to be present in the MBCNOW platform. The technical approach and whether the content is to be streamed directly through MBCNOW or redirect users to the Netflix app are not yet certain.
Implications for streaming in MENA
The combined subscription of MBC Group and Netflix has the potential to significantly influence how streaming services operate in the MENA region. Saudi Arabia, Egypt, the UAE, Jordan, and Morocco are the nations where consumers hop from app to app to consume content that caters to their requirements. With this bundled service, they will get to do everything from one location, at a price to be decided.
Notably, the project is indicative of the growing trend towards hybrid models that combine local and Western content. Netflix already has an expanding slate of Arabic originals, but this new deal with MBC Group promises additional exposure to content created specifically for Arabic-speaking audiences. It is also an emerging pattern of international platforms collaborating with regional media groups to boost their presence in the market.
Language, accessibility, and user reach
One of the most significant features of the single Netflix subscription model will be the availability of languages. Shahid currently has Arabic, English, and French, and Netflix has over 30 languages available. This could potentially enable more complete user experiences within a richly linguistically diverse region. The alliance would also increase the availability of dubbed and subtitled programming to reach out to wider audiences in North Africa and the Gulf.
The content discovery and user interface on MBCNOW will likely need to adapt to include this expanded library. Whether this will enable cross-platform watchlists and recommendations is unknown, but both companies referenced a focus on expanding personalization aspects for the MENA viewer.
Commercial strategy and market dynamics
This step comes as streaming competition in MENA is picking up. Everyone from OSN+, StarzPlay, and local broadcasters has tried to move in. The Netflix-MBC deal promises a new era where firms no longer seek to launch standalone products but aim for synergy to introduce unification. While Netflix is a global brand, MBC Group's stake in the Arabic world is a good entry into domestic living rooms.
Though pricing details are not yet available, the firms have only hinted at a competitive product. If priced competitively, this bundle offer can revolutionize subscription patterns in the region by delivering perceived value without requiring multiple individual services. However, official launch schedules and plan levels are kept under wraps.
What to expect next
Even though the official release is scheduled later in 2025, no release date was specified. Both Netflix and MBC Group stated that there will be further announcements within the coming months, for example, about pricing, regional release, and user onboarding processes. It is not yet known whether the bundle will be available beyond MBCNOW or if existing Netflix subscribers will be able to migrate accounts into the unified system.
The tie-up demonstrates a practical business decision instead of a marketing gimmick. As viewers in MENA become increasingly digital-first, platforms are under pressure to conform by uniting user bases and streamlining access. Whether or not this will lead to long-term user hold or just alter market dynamics temporarily will be a function of execution and price.
With Netflix joining forces with MBC Group on a bundle subscription via MBCNOW, streaming in MENA is charting new territory. Though many questions remain about the details, the deal is a move toward more aggregated, regionalized streaming models.
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As the year 2025 unfolds, viewers across MENA can expect more details on how this deal will work out and how it could reshape the wider entertainment sector.
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