Dubai switches on new streaming service

• Dubai+ from state-run DMI
• Family-friendly approach
• Focus on Emirati content

Dubai has entered the crowded local media streaming market with the launch of a new service, Dubai+, in what has been described as a “family-safe digital entertainment destination for Arab audiences”.

The service from government-owned Dubai Media Incorporated (DMI), will come into direct competition with a range of local and international players including Saudi Arabia’s MBC Group, Qatar’s beIN Media Group and Dubai-based OSN, which together commanded 41 percent revenue share in 2024, according to Mordor Intelligence.

Dubai+ will also come up against Abu Dhabi-backed Starzplay as well as Netflix and MBC’s Shahid.

Mohamed AlMulla, CEO of DMI, said the “family-safe” service will stand out from the rest through its particular focus on Emirati content.

“Everybody can freely leave their family members, small kids, to watch on our platforms that will be safe for them,” he said. 

Established in 2003, DMI is the official media organisation of the Dubai government. It owns and operates multiple TV channels, radio stations, newspapers and media services.

In 2023 DMI launched Dubai Studios, to develop a pool of Emirati and Arab media talent. Last year the studios made 13 local productions. This year, according to AlMulla, that number will increase to 17, all to be shown on the new streaming network.

“We are hungry for content,” AlMulla said.

Dubai+ will offer an advertising-based service, which will be free to customers. A subscription model, which carries a monthly charge of AED21, will give access to ad-free content and more exclusive programming.

“I think the demand should be there given the shifts from linear to streaming that we are seeing both globally and across Mena, with both audiences and advertisers,” said Amanda Turnbull, founder and chief executive of UAE-based Rise Studios.

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Dubai+ says it offers 30,000 hours of content from the Arab and international world, including over 20 exclusive titles, six original productions, and more than 170 international movies. It says it also has children’s content and a dedicated sports library, taking in the GCC and Dutch football leagues and EuroLeague basketball.

“We are looking to elevate the content of Emirati storytelling, which is one of our key objectives,” said Sarah Al Jarman, vice president of television and radio at DMI.