iQIYI launches MENA branch in Dubai and partners with WATCH IT to deliver Chinese and Arabic content across regional and global platforms.
iQIYI, China’s leading online entertainment platform, is making significant strides in its international presence, particularly in the Middle East and North Africa (MENA). Recently, on May 11, iQIYI announced a strategic partnership with WATCH IT, Egypt’s premier Arabic streaming service, to deliver a mix of Chinese and Arabic content tailored for audiences in the region. Just three days later, the company officially launched its MENA branch in Dubai, marking a pivotal expansion into this dynamic market.
This move is grounded in extensive market research and aligns with iQIYI’s broader localization strategy. The company recognizes MENA as a region with a historical appreciation for storytelling and a burgeoning demand for digital entertainment. By integrating regional content with its offerings, iQIYI aims to cater to local tastes while promoting Chinese narratives globally.
The partnership with WATCH IT is poised to enrich the content-viewing experience for users in MENA. Through this collaboration, WATCH IT will stream a selection of iQIYI’s premium Chinese-language titles, featuring popular series like “Road Home” and “Strange Tales of Tang Dynasty.” In exchange, iQIYI’s platform will showcase WATCH IT’s original documentary series, “Mother of the World,” which draws extensively on historical evidence to explore ancient Egyptian civilization. Additionally, iQIYI International will introduce select Arabic-language programming, significantly enhancing its content tapestry for audiences outside China.
“WATCH IT is deeply rooted in the Egyptian and Middle Eastern markets, with robust production and distribution capabilities. Through this collaboration, we hope to better serve MENA audiences and use film and television as a bridge for cultural exchange,” said Zhaonan Wang, Vice President and Editor-in-Chief at iQIYI.
The establishment of the MENA branch in Dubai enables iQIYI to refine its offerings and services for local consumers. A thoughtfully curated MENA content library will feature Chinese dramas, films, animations, and variety shows, all adapted to resonate with local customs and preferences. iQIYI is also making strides in enhancing the user experience by optimizing playback for MENA’s unique network environment and collaborating with local telecom providers to broaden viewing choices.
This collaboration isn’t iQIYI’s first foray into the MENA region. Since June 2014, iQIYI has partnered with evision, the media arm of e& (previously known as Etisalat), to distribute over 20 popular Chinese dramas, animations, and films through evision’s free streaming service, STARZ ON. This ongoing relationship is part of iQIYI’s commitment to enriching the digital entertainment landscape in MENA.
Speaking in Dubai during the branch launch, Xianghua Yang, president of iQIYI’s Movie & Overseas Business Group, emphasized the importance of local partnerships in catalyzing iQIYI’s growth within the region. With a focus initially on the United Arab Emirates and Saudi Arabia, iQIYI plans to progressively expand its footprint throughout the Gulf region.
The inauguration of the MENA branch signifies a major advancement in iQIYI’s global strategy, which began with the launch of iQ.com and the iQIYI International App in 2019, complemented by the opening of its international headquarters in Singapore in 2020. The company has established itself in four significant operational regions: Southeast Asia, North America, Japan, South Korea, and now MENA, underscoring its vision of becoming the premier destination for Asian content worldwide. Currently, iQIYI’s offerings are accessible in over 190 countries, with support for user interfaces and subtitles in 12 languages, including English, Arabic, Spanish, and Thai.
