Abu Dhabi-based OTT platform StarzPlay is betting on a mix of global studio content, locally produced Arabic originals and exclusive sports streaming to stand out in the increasingly crowded MENA streaming market, according to CEO and co-founder Maaz Sheikh.
Speaking to CNN’s Becky Anderson, Sheikh said the platform offers subscribers access to content from “all major Hollywood studios,” alongside StarzPlay’s own Arabic originals and live sports programming.
“We carry live sports – Football, Cricket, MMA especially UFC, and Golf, so we carry all the major sports,” Sheikh said.
Looking ahead, Sheikh pointed to growing global opportunities for Arab content creators, driven in part by international film productions increasingly choosing the region as a base.
“I think you are beginning to see more and more Hollywood films being produced here. Big ones, big titles including Dunes, perhaps the most recent example,” he said. “I think what that tends to do is transfer talent, transfer knowledge, but it also gives us the confidence that we can also produce the next Dunes.”
Sheikh said StarzPlay sees a major growth opportunity at the intersection of sports and entertainment, particularly when international sporting events are hosted in the region. Using mixed martial arts (MMA) as an example, he highlighted how local events allow the platform to build additional programming around core sports rights.
“When UFC events are hosted locally… it gives us the ability to create that content sometimes behind the scenes, sometimes those viral moments and build entertainment content around it,” Sheikh said, describing this approach as “shoulder content.”
He added that this strategy mirrors global streaming leaders, helping platforms both drive viewership of their core offerings and expand into entertainment-led formats. A key factor, he said, is working with regional talent and creators.
Sheikh cited the example of two local YouTube creators who were brought on as UFC commentators and analysts for Arabic-language audiences, strengthening engagement with regional fans.
“People are not just coming for UFC, they’re coming to hear the analysis in Arabic and engage with those commentators and make it more interactive,” Anderson noted during the interview.
On technology, Sheikh said artificial intelligence plays a central role in real-time highlights and content discovery, addressing what he described as the modern version of having “nothing to watch” despite an abundance of content.
“As the fight goes on, consumers want highlights immediately,” he said, adding that AI helps push real-time moments while also personalising recommendations based on viewing history.
StarzPlay has partnered with TikTok’s parent Bytedance to enhance its AI-driven recommendation capabilities, a move Sheikh said was aimed at scaling personalisation using proven technology.
“We are collaborating with them to take AI rec engine to the next level by using some of their insights in helping improve personalization in our service,” he said.
Addressing data security concerns linked to Bytedance’s Chinese ownership, Sheikh said StarzPlay retains full control over its systems.
“We control the technology… And our customer data does not leave UAE. It stays inside our cloud here right here in UAE,” he said.
Looking further ahead, Sheikh said the company is also investing in AI-generated animated content, particularly for localisation across dialects and languages.
“That’s where we’re looking to release our first AI generated animated series in 2026,” he said.
However, Sheikh stressed that some areas, such as sports commentary, remain sensitive to automation, particularly for Arabic-speaking audiences.
“If you take out their favorite commentator, we get a lot of feedback on all the social media platforms,” he said, noting that StarzPlay had previously reinstated human commentators following audience reaction.
