In the ever-evolving landscape of the entertainment industry, where each player strives to bring the crème de la crème to your screens, one standout star has emerged – Intigral (a subsidiary of the stc Group). In a dazzling display of innovation, Intigral has not just raised the bar but completely revolutionised the homegrown entertainment scene in the vibrant tapestry of the Middle East and North Africa (MENA).
In 2023, the company took a spectacular leap, captivating the audiences throughout the year while tripling its number of viewers. In fact, the success story is the result of their ingenious fusion of customer-centric video platforms and a Master Aggregator content strategy, epitomised by the stellar streaming experiences of ‘stc tv’ in stc Group territories (KSA, Kuwait, and Bahrain) and ‘Jawwy TV’ across other MENA markets.
It was also the year for Intigral’s journey to reach a transformative pinnacle, expanding its footprint and seizing a larger market share. Earning the title of a formidable challenger among OTT brands in the MENA region, both stc tv and Jawwy TV curated an exceptional content library, boasting over 28,000 Video on Demand (VoD) titles and 200+ free-to-air. There were also encrypted live TV channels from more than 30 regional and international networks, including renowned names like MBC and Rotana, that changed the game.
But, the heart of Intigral’s roadmap lies in its commitment to delivering a safe and culturally enriching entertainment experience for families. Intigral introduced a dedicated section for kids on stc tv, enhancing its family-friendly appeal. An upgraded user interface was also launched, ensuring a seamless and enjoyable streaming experience for its viewers.
To add a much-needed layer of personalisation to the platforms, Intigral introduced a new Artificial Intelligence (AI) and Machine Learning (ML) recommendation engine powered by ThinkAnalytics. This multi-lingual feature facilitated an effortless discovery of favourite content, resulting in a significant 153% increase in recommended content click-through rates and a surge in overall user engagement.
Due to such innovations, Intigral strategically positioned itself among the top three streaming services in the region. According to the Kantar Brand Health Tracker report (Q3 2023), the organisation’s stc tv claimed the title of the 3rd best-performing OTT service in Saudi Arabia.
Intigral’s commitment to exclusive content curation stood out in 2023, too. stc tv and Jawwy TV secured exclusive and Windows 1 mega-titles, including Arabic, hits like Shalaby and popular Turkish dramas like Tuzak (Al Fakh). Ramadan 2023 also witnessed a unique streaming experience, combining live TV channels with rewind functionality and exclusive content, resulting in a remarkable 250% Year-On-Year jump in audience.
Their growth is also marked by Intigral’s responsiveness to audience demands. Additional movies and shows—exclusive for-rent offers—were introduced on its platforms, too. Intigral also featured fresh-out-of-theatre releases like Barbie, The Little Mermaid, and Dungeons & Dragons: Honour Among Thieves.
Another contributing factor are their strategic partnerships with collaborations ranging from Saudia Airlines to Riyadh Airports Company, and several projects with the Ministry of Municipal Rural Affairs and Housing (Sakani, Ejar, visual pollution removal initiative with Municipalities). Inclusivity was also a key theme, with efforts to enrich the cultural landscape through collaborations with local initiatives like Konoz.
Expanding its network through Jawwy TV’s partnerships with 14 top regional telcos and internet providers, Intigral strengthened its presence in major markets like Egypt, Morocco, Tunisia, Oman, and Jordan. Awards and accolades paid off this extraordinary chapter, with Intigral being recognised as the Leading Digital Entertainment Solutions Brand in MENA and stc tv earning the title of the Most Trusted OTT Platform in Saudi Arabia.
In digital entertainment, Intigral’s 2023 achievements portray the visionary spirit of dynamism, devotion, and drive. These qualities, thus, make it a beacon of OTT innovation while setting new standards for homegrown digital entertainment in the Kingdom and the MENA region.