Page 94 - SAMENA Trends - May 2020

ARTICLE SAMENA TRENDS

ARTICLE

A Digital Entertainment Leap into the Future Fueled by

COVID-19

While the future of the pandemic remains uncertain, the
outlook seems bright for digital entertainment. Accelerated
by COVID-19, Intigral is ramping up efforts to pivot its

operating model towards full digitalization.

Never has the vitality of the internet been all while fulfilling the diverse tastes, appealing children's programs produced
highlighted as it is now, with the world preferences, and needs of audiences in the using world-class technological systems.
experiencing an exceptional state of region, whether entertainment, cultural, or
lockdowns and social distancing across educational. Moreover, “Intigral” extended its reach
most essential activities from education to beyond digital entertainment and
business and entertainment. Most of these Thanks to this strategy, the Saudi reiterated its social responsibility
realms are moving almost exclusively to homegrown company highlighted a commitments during those difficult
the online world, while the online world remarkable growth in overall consumption times by broadcasting iEN educational
itself is reshaping as industries scramble and viewership rates on Jawwy TV for channels launched by the Saudi Ministry
to keep pace with emerging demands. the first quarter of the year. During March of Education for free on Jawwy TV for all
22nd to April 5th, the Jawwy TV app saw existing and new subscribers. iEN offers
The World Economic Forum has identified a 47 percent spike in average weekly twenty varied educational channels
digital entertainment as one of the top 10 consumption hours as compared to the covering a wide range of school subjects
key technology trends in 2020, resulting period extending from February 22nd to that target primary, middle, and secondary
from a worldwide closure of cinemas, March 21st. In parallel, the number of academic stages. They offer a reliable
theatres, events, and sporting venues. unique viewers rose by 42 percent over the alternative remote education solution
Significant shifts have occurred in audience stated period. and contribute to the preventive and
behavior as viewers turn to digital options precautionary measures set in place to
to fill the void left by those closures. As a During May, and corresponding with safeguard the health and wellbeing of the
result, video streaming applications have the month of Ramadan which usually Saudi society.
topped global application spending in the witnesses a surge in viewership rates
first quarter of 2020, with overall worldwide in MENA, even further growth has been While the future of the pandemic remains
content streaming consumption rising by achieved this year. Linear TV offerings on uncertain, the outlook seems bright for
51% as of March. Jawwy TV saw a surge in consumption by digital entertainment. Accelerated by
70% and an increase in playtime by 58% COVID-19, Intigral is ramping up efforts
Realizing the opportunity and significance during the first two weeks of Ramadan. to pivot its operating model towards full
of those shifts, MENA’s leading digital digitalization. With that in place, it strives
entertainment entity “Intigral” has upped The platform had prepared a rich array of to become the #1 regional platform that
its game by continually expanding the content in collaboration with some of the enriches people’s daily routine by bringing
library of its flagship OTT service Jawwy TV region’s top production companies, adding them the best of entertainment through
with new and interesting content including original and exclusive titles encompassing world-class digital experiences.
originals and exclusives, in an effort to GCC, Egyptian, Levantine, and Bedouin
keep pace with the skyrocketing demand, culture productions, as well as modern and

94 MAY 2020