In a landmark move that signals a new era in media marketing and digital advertising across the Middle East and North Africa (MENA), Abu Dhabi Media, the UAE’s premier media company, has entered into a strategic partnership with STARZPLAY, the leading subscription video-on-demand (SVOD) platform in the region. This collaboration, launched on November 4, 2025, represents a transformative leap in content marketing and online marketing for media and social platforms, reshaping how audiences access premium TV advertising and digital content on multiple devices.
The core of the agreement sees all ADtv content migrating to the Abu Dhabi Media Network (ADMN) section fully integrated within the STARZPLAY application. Available across iOS, Android, smart TVs, and web browsers, this consolidation offers a seamless and enhanced user experience with modern digital advertising capabilities, personalized viewing options, and live streaming, firmly positioning Abu Dhabi Media as an innovator in targeted marketing and media marketing strategies.
Rashed Al Qubaisi, CEO of Abu Dhabi Media, emphasized the partnership’s alignment with the company’s ambitious digital transformation agenda. “This partnership embodies our strategy to keep pace with digital transformation and invest in the future,” he stated. Al Qubaisi highlighted that moving content to STARZPLAY offers viewers improved accessibility to channels and programs, promoting enriched content marketing and targeted marketing opportunities within the broadcast landscape.
Similarly, Maaz Sheikh, CEO and Co-Founder of STARZPLAY, shared insight into the platform’s expanded capabilities. “The transition of Abu Dhabi Media content to STARZPLAY enhances viewing options and strengthens our presence and competitiveness in the digital media sector,” he said. By integrating ADtv into STARZPLAY, the partnership promises to extend the reach of Abu Dhabi Media’s diverse content, expanding access beyond traditional TV advertising to leverage digital advertising and media and social tools that heighten audience engagement.
The strategic shift offers audiences high-definition streaming quality with performance optimization across devices, accompanied by personalized user profiles, advanced parental controls, and intelligent recommendations powered by user preferences. Viewers can explore an extensive library of TV shows, films, and exclusive programming across genres including Emirati affairs, children’s content, news, entertainment, sports, education, and knowledge.
Live streaming of Abu Dhabi Media’s full suite of channels is a key feature of the transition. This includes leading channels such as Abu Dhabi TV, Al Emarat TV, Abu Dhabi Sports, Baynouna, Yas, Majid, and National Geographic Abu Dhabi. Complementing this is access to Abu Dhabi Media’s radio networks, creating a rich multimedia experience that furthers online marketing and media marketing synergies across audio and visual platforms.
The move is regarded as a transformative milestone in content distribution and digital advertising within the Arab media landscape. By combining Abu Dhabi Media’s deep-rooted regional influence and content strength with STARZPLAY’s cutting-edge streaming infrastructure, the partnership enables broader audience access while reinforcing the regional and global profile of Emirati media production.
The collaboration also opens avenues for joint production ventures and exclusive content tailored to evolving audience preferences, adhering to global digital media trends. This aligns closely with media and social strategies that prioritize interactive content and user engagement, enhancing the potential for targeted marketing campaigns and dynamic media partnerships within regional and international markets.
For the region’s media marketers and digital advertisers, the strategic alliance signifies the increasing convergence of traditional TV advertising and digital advertising ecosystems. As the region’s leading broadcaster transitions fully into digital platforms, advertisers gain powerful new tools for targeted marketing and content marketing through data-driven insights and direct audience engagement strategies enabled by STARZPLAY’s AI-enhanced recommendation engines.
This also exemplifies the evolution of media and social integration, where content marketing seamlessly merges with digital advertising to produce immersive viewer experiences. Enhanced user profiles and interactive features within the STARZPLAY ecosystem promote highly personalized consumption patterns, enabling advertisers to tailor campaigns with precision across various verticals including sports, entertainment, news, and lifestyle programming.
This partnership is a forward-looking step positioning Abu Dhabi Media and STARZPLAY at the forefront of digital transformation in online marketing. With over 2.3 million subscribers and 18 million app downloads, STARZPLAY is continuously reshaping digital entertainment consumption, offering HD and 4K streaming on smart TVs, gaming consoles, IPTV services, and mobile apps. Offline viewing, Fantasy Sports gaming, and premium content rental options further diversify audience engagement tools that media marketers can leverage.
Headquartered in Abu Dhabi and backed by powerful investors including evision (part of e& Group), ADQ, Lionsgate, GE, and SEQ, STARZPLAY solidifies its leadership in the MENA digital entertainment space. The collaboration with Abu Dhabi Media reinforces this position, emphasizing strategic integration, targeted marketing efficiencies, and broad-based content marketing strategies driving the future of media and social platforms in the region.
Abu Dhabi Media is a cornerstone of Arab media marketing, founded in 1969 to fulfill and promote key UAE pillars through diverse programming broadcast across 21 platforms, encompassing digital, TV, radio, and print. Their focus ranges over Emirati affairs, children’s content, news, entertainment, sports, education, and culture, making it a comprehensive media and social platform for Arab audiences.
STARZPLAY is the Middle East’s leading SVOD platform, reputed for delivering a premium mix of Hollywood blockbusters, exclusive originals, Arabic and Turkish dramas, and live sports including Serie A soccer, UFC, cricket, rugby, boxing, golf, and basketball. Its extensive partnerships with global studios such as Warner Bros., Disney, Paramount, Lionsgate, and AMC, complement a vast library optimized for regional tastes, setting a benchmark in online marketing and digital advertising.
The newly forged partnership between Abu Dhabi Media and STARZPLAY marks a critical strategic milestone in the MENA entertainment and digital advertising industries. By bridging traditional content marketing with innovative digital advertising and media marketing techniques, this agreement significantly enhances the viewing experience for audiences and exponentially expands the marketing landscape for advertisers, promoters, and content creators alike.
This partnership stands at the forefront of the digital revolution in media and social broadcasting, offering unprecedented opportunities for targeted marketing campaigns, enriched user engagement, and the creation of exclusive content attuned to the preferences of a digitally native audience. As this partnership matures, it will no doubt be a case study in effective integration of TV advertising and digital advertising in the fast-evolving media ecosystems of the region.
Sources: Zawya, WAM, C21Media, Abu Dhabi Media, STARZPLAY, regional media analysts, digital marketing experts, MENA entertainment industry reports
