OSN+, a leading streaming platform in the Middle East and North Africa (MENA) region, has introduced a new campaign and feature called Shortcut to Play aimed at simplifying content discovery for its users. The initiative responds to data indicating that viewers in the MENA region spend an average of over four minutes deciding what to watch, a period OSN+ considers excessive in an increasingly crowded digital entertainment market.
Launching in late 2026, Shortcut to Play seeks to reduce the time users spend searching for films and series by matching content to viewers’ moods, relationship status, and everyday challenges. The campaign leverages relatable scenarios—such as office conflicts, family tensions, and romantic dilemmas—to help users quickly find programming that fits their current frame of mind. Teresa Rio, OSN+’s vice president of marketing, emphasized that the goal is to shift the focus from prolonged searching to more immediate viewing, stating that viewers often give up before selecting anything due to overwhelming options.
Internal data from OSN+ confirms that series are the most popular format across key markets including Saudi Arabia, the United Arab Emirates, and Kuwait. Viewing preferences, however, vary by country. Crime and drama dominate in Saudi Arabia and Kuwait, while comedy leads in the UAE. Other genres such as horror and mystery also hold significant appeal in specific markets. Additionally, engagement with Arabic and Turkish content differs markedly between regions, underlining the diversity within the MENA audience.
Rio highlighted the importance of recognizing these variations, cautioning against treating the MENA region as a single homogeneous market. While certain global franchises remain widely watched, local tastes shape longer-term viewing patterns. She noted that in some areas, audiences continue to revisit classic procedural dramas, whereas in others, comedy or regional productions maintain strong popularity even years after release.
The launch of Shortcut to Play coincides with OSN+’s efforts to bolster its content portfolio following its 2025 merger with the audio-streaming company Anghami. This integration has expanded OSN+’s offerings to include a broad mix of Western dramas, Hollywood films, Arabic entertainment, and integrated music services. The platform also holds exclusive rights to HBO content in the MENA region and is preparing to release the new “Harry Potter” series in December, following recent additions like “House of the Dragon” and “From.”
Despite the platform’s extensive catalog, Rio acknowledged that the primary competition for OSN+ is not only other streaming services but also viewers’ limited free time and alternative leisure activities such as TikTok, YouTube, gaming, and even sleep. She emphasized that the discovery process often begins outside the streaming app, fueled by social media buzz or personal recommendations, which makes it essential for the platform to guide users efficiently once they arrive.
OSN+ aims for Shortcut to Play to serve as a tailored guide that accounts for users’ varying contexts—whether they have a short break on a mobile device or are settling in for a longer evening viewing session. Rio concluded that success depends on making the platform worth users’ time, underscoring the evolving expectations for personalization and user experience in the streaming industry.