Strategic research in the Middle East to identify opportunities for kids VOD

The Client

MBC3 is the kids channel of the Middle East Broadcasting Center, focussed on presenting content to 3-13 year olds across the entire MENA region.

The Brief

With the proliferation of digital channels being available worldwide, MBC wanted to understand how MBC3 could retain and attract new audiences online.

The Approach

An extensive review of site and app analytics, and competitor benchmarking, allowed us to understand the current position of MBC3 in the market. Dubit then conducted primary research across MENA to understand audience behaviours and expectations for MBC3 products, incorporating our Dubit Trends report data. A particular focus was placed on SVOD applications and the differing needs of young users by age profile.

The Output

The Work

We presented a full market and audience review, highlighting the current position of MBC3 and it competitors. We then developed strategic recommendations for MBC3 brands, including the mobile strategy and roadmap, and scoped out some potential VOD products to wireframe. Our digital studio then built out the first version of the Goboz SVOD app which launched March 2018.


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