Image: Heeramandi: The Diamond Bazaar, Netflix
On screen entertainment is like an intricate painting complete with different brushstrokes that combine to create one central picture. The demand ranking metrics for May 2024 reflect that, revealing both similarities and differences in TV content preferences across the MENA region that showcase a rich tapestry of local tastes. The lavish production design of Indian drama Heeramandi: The Diamond Bazaar and its culturally rich storytelling deliver a feminist epic that has dominated multiple markets. Meanwhile, local productions such as Egypt’s thriller All But Divorced and Saudi Arabia’s sports comedy Forsan Graih tap into region-specific narratives that boast universally appealing themes and characters. In Morocco, audiences flock toward homegrown content such as From The Lion’s Mouth. This blend of shared interests and distinct local preferences underscores the importance for OTTs and broadcasters to tailor their programming strategies to cater to diverse audiences.
While Heeramandi: The Diamond Bazaar consistently tops the charts in Saudi Arabia and the UAE, its reception varies in demand, reflecting different degrees of interest. Indian content tends to over-index in the UAE due to the significant Indian diaspora, further reinforced by the presence of Uppu Puli Kaaram in the UAE’s top five but not in other MENA markets. In contrast, Korean dramas like The Atypical Family are widely popular in Egypt, Saudi Arabia, and Morocco, but did not make the top 5 in the UAE. The varied top lists across these markets—ranging from animated series like South Park in the UAE to local social dramas like All But Divorced in Egypt—demonstrate the nuanced and multifaceted viewing habits in the region.
Spotlight on Key Shows:
- Heeramandi: The Diamond Bazaar (Netflix) - Directed by the acclaimed Sanjay Leela Bhansali, this Indian drama has captured a global audience. During 29 April – 5 May 2024, Heeramandi was the second most-watched non-English show on Netflix globally, according to the streamer’s self-reported viewership numbers. It received 4.5 million views, with 33 million viewership hours in its debut week, breaking the record for the most-viewed Indian series in its first week of release. Our data reinforces the show’s breakout success as it is 12.53 times more in demand than the average series in KSA and 29.5 times in the UAE. Set against the backdrop of Lahore’s Heera Mandi district during the pre-independence era, it delves into the lives of courtesans, offering a rich tapestry of music, dance, and drama. Its universal themes of love, betrayal, and societal norms have proven widely appealing.
- Forsan Graih (Shahid) - This unique sports drama is making waves in Saudi Arabia, boasting six times the average demand. Centering around the lives and challenges of a local football team, it stands out from typical Saudi productions. Forsan Graih combines intense sports action with deep personal and social narratives, reflecting a strategic move by Shahid to potentially venture into live sports programming. The show's portrayal of ambition, teamwork, and community has struck a chord with the Saudi audience.
- From The Lion’s Mouth (2mtv) - This Moroccan drama is the most in-demand new release in Morocco throughout May 2024. Although it shares a football theme similar to the Saudi drama Forsan Graih, From The Lion’s Mouth stands out with its unique Moroccan perspective. The series follows a young football enthusiast with big dreams, blending football, emotions, and values. It resonates with Moroccan viewers, emphasizing resilience, community, and ambition.
- All But Divorced (Amazon Prime Video) - Leading the charts in Egypt with 5.77 times the average demand, this gripping series delves into a web of infidelity, secrets, and lies. It portrays the story of a couple on the brink of divorce, navigating through emotional and social turmoil. The crime drama sees its narrative complexity heightened by forbidden desires, a double pregnancy, and a fateful, violent twist. Adapted from a Japanese format direct to Arabic, the show's exploration of contemporary Egyptian societal norms has made it a relatable and compelling watch for Egyptian audiences.
- The Atypical Family (Netflix) - This Korean drama continues captivating audiences across MENA with its universal themes and engaging plot. Consistently featured in the top five within Egypt, Saudi Arabia, and Morocco, the series follows an unconventional family as they deal with life's ups and downs, addressing issues such as identity, acceptance, and family dynamics. Its heartfelt storytelling and relatable characters have made it a favorite, reflecting the widespread appeal of K-dramas in the region.
Saudi Arabia
- Heeramandi: The Diamond Bazaar (Netflix, India)
- Forsan Graih (Shahid, Saudi Arabia)
- Dark Matter (Apple TV+, USA)
- South Park: The End Of Obesity (Paramount+, USA)
- The Atypical Family (JTBC, South Korea)
Egypt
- All But Divorced (Amazon Prime Video, Egypt)
- Heeramandi: The Diamond Bazaar (Netflix, India)
- Maxton Hall – The World Between Us (Amazon Prime Video, Germany)
- Dark Matter (Apple TV+, USA)
- The Atypical Family (JTBC, South Korea)
United Arab Emirates
- Heeramandi: The Diamond Bazaar (Netflix, India)
- Dark Matter (Apple TV+, USA)
- South Park: The End Of Obesity (Paramount+, USA)
- Uppu Puli Kaaram (Disney+, India)
- Star Wars: Tales Of The Empire (Disney+, USA)
Morocco
- From The Lion’s Mouth (2mTV, Morocco)
- Heeramandi: The Diamond Bazaar (Netflix, India)
- Maxton Hall – The World Between Us (Amazon Prime Video, Germany)
- The Atypical Family (JTBC, South Korea)
- Dark Matter (Apple TV+, USA)
This detailed breakdown not only highlights the most popular shows but also underscores the cultural and social factors influencing viewing preferences in each market.
*The data presented reflects market-specific demand for titles across all languages that had a season 1 premiere release date in May 2024. Demand is calculated as an average across the month of May 2024.
