The GCC's Tech Vanguard: STARZPLAY's Maaz Sheikh

Having launched the GCC region’s leading native subscription video-on-demand (VOD) platform, STARZPLAY co-founder and CEO Maaz Sheikh is someone who can speak to the potential for technology to transform industries.

Since launching STARZPLAY in 2014, Sheikh has steered the company through the surge of video on demand (VOD) in 2020, when it saw a 40 percent increase in its paid subscription base, demonstrating remarkable versatility in diversifying its offerings, while also building proprietary technology to adapt to the rapidly changing media landscape.

“My interest in tech solutions began when I realized their transformative potential to reshape industries such as entertainment,” Sheikh says. “When STARZPLAY launched in 2014, our goal was to deliver a high-quality premium experience to MENA audiences. Over the years, we’ve adopted cutting-edge technologies like artificial intelligence (AI)-powered personalization, which has increased content engagement by 400 percent. Additionally, we have introduced advertising-based video-on-demand (AVOD) services like STARZ ON, enabling access for both paying and non-paying audiences, which expanded our reach to over 600 million people in the region. STARZPLAY was also the first platform to launch live sports streaming in the region, showcasing events such as the FIFA Club World Cup in 2021 and the Cricket World Cups.”

STARZPLAY’s success is one that can be defined in numbers – after all, the platform is aiming to double its user base to hit four million in the coming years. Plus, the company has famously secured a US$420 million valuation with a majority investment led by e-vision (a subsidiary of the UAE-headquartered global technology group, e&) and Abu Dhabi-based holding company ADQ in 2022. These achievements have firmly put STARZPLAY – and the region – on the global digital entertainment map.

“As STARZPLAY’s founding CEO, I am honored to have pioneered GCC’s digital entertainment revolution, transforming a regional startup into the MENA’s #2 streaming platform that surpassed Netflix, while developing proprietary technology that’s being exported globally through white-label solutions, demonstrating that the GCC can not only adopt but also create world-class technology that shapes the future of digital entertainment. From ad-supported streaming to AI-powered personalization and strategic content partnerships, we are industry disruptors fueling regional tech industry growth.”

But perhaps STARZPLAY’s biggest advantage over its competitors is the vast experience that Sheikh brings to his leadership of the platform. Drawing on lessons learned in his former role as the chief sales and operations officer at one of the MENA region’s largest entertainment networks, Sheikh had the foresight and knowledge to build a platform that caters to the specific needs of the region back when he founded STARZPLAY in 2014.

“In the GCC, limited payment options and poor network infrastructure traditionally restricted access to digital entertainment," he points out. "STARZPLAY tackled this challenge by implementing adaptive streaming technology for low-bandwidth areas and introducing multiple payment methods, including telco billing, credit cards, and PayPal. This has increased platform accessibility, with mobile carrier billing now accounting for significant growth in subscriptions, and reaching previously underserved communities across all six GCC nations, thereby helping bridge the entertainment digital divide.”

Today, STARZPLAY is the MENA’s over-the-top (OTT) pioneer - a special note here to its free access platform, STARZ ON, which attracts over one million monthly active users by using an AI-powered personalization engine to boost click-through rates by 400 percent, as well as by leveraging an exclusive partnership with mixed martial arts promotion Ultimate Fighting Championship (UFC) to deliver a 20x increase in committed revenue. It has also improved time to market for sports content by leveraging its automated live sports clipping technology, enabling higher real-time audience engagement, and positioning it as a trend-setting OTT player.

Looking to the future, Sheikh believes that STARZPLAY will continue to lead the charge, driven by its proprietary technology and versatile offerings. “We envision streaming platforms evolving into comprehensive digital entertainment hubs across the GCC, powered by AI and Web3 technologies,” he says. “The future integrates social commerce, gamified experiences, and personalized short-form content, transforming passive viewing into interactive engagement. Our goal is to innovate on media commerce, gamification, short dramas, and content aggregation - all our already strong areas - to enhance user engagement and deliver personalized, culturally relevant experiences. These initiatives will further underline STARZPLAY’s position as the region’s premier streaming service. Looking ahead, I am excited about how these innovations will continue to enhance user experiences through more interactive features. On a broader scale, STARZPLAY is already a significant contributor to the tech gross domestic product in Abu Dhabi and the UAE. This has been achieved through creating intellectual property and high-skilled jobs in the tech and media sectors. Moving forward, we will continue to drive this growth through local, regional, and international partnerships.”

A Playbook For Success: Q&A With Maaz Sheikh 

Given the investment that GCC countries are putting into tech, what role do you think the region will play in this domain, globally, in the future? 

"The GCC is already a global hub for technology and innovation. The region serves as a testbed for advanced technologies, propelled by ambitious initiatives like the UAE’s National Innovation Strategy and Saudi Arabia’s Vision 2030. STARZPLAY has directly benefited from this dynamic ecosystem through strategic support and investments from e&, ADQ, and Abu Dhabi Investment Office (ADIO). 

With substantial investments in emerging technologies such as AI, mobile and fixed broadband, data centers, cloud services, and tech startups, the GCC is poised to lead as both an adopter and a creator in sectors like media and e-commerce. For example, the UAE announced its $500 million investment earlier this year in February to accelerate research and development into artificial intelligence and other emerging technologies. This complements other regional initiatives, like Saudi Arabia’s plan to invest $100 billion in technology. These efforts are fostering innovation, while also creating a competitive ecosystem for tech companies and even startups to thrive in the region." 

What advice would you give to young people/new businesses looking to start/grow in your field/industry? 

"First, focus on understanding your audience deeply. It's better to build a perfect product for a small audience than a non-perfect product for a larger audience. Invest in data-driven decision-making from the outset and use technology to personalize offerings, ensuring viewers feel catered to. Remember, a strong focus on analytics and customer feedback can refine your strategy continuously. 

Second, stay adaptable. The media industry evolves rapidly, with trends like AVOD, FAST (free ad-supported streaming TV), and gamification reshaping how audiences engage. Stay ahead by following industry developments and being ready to pivot your approach to meet new demands. 

Third, build meaningful partnerships. Collaboration accelerates growth and provides access to expertise and resources. As a leading homegrown UAE brand, STARZPLAY’s journey exemplifies this, leveraging partnerships with global giants like Lionsgate and regional leaders like e&, STC, and Apple. For startups, identifying partners with aligned goals can be the key to scaling faster and navigating competitive markets. 

Fourth, start lean and scale wisely. Focus on testing ideas in smaller markets or segments before expanding. This allows you to optimize your product or service and build a sustainable growth model without overextending resources. 

Finally, respect local markets. Regional nuances, such as language, cultural context, and viewing habits play a significant role in audience engagement. Customizing your approach for specific markets can differentiate your brand and foster loyalty. 

Remember to foster innovation across the business with new formats, technologies, or distribution models. Emerging companies that experiment — whether with immersive content, AI-driven recommendations, or localized storytelling — are more likely to capture and retain audiences in this crowded space." 

STARZPLAY's Maaz Sheikh was one of the 30 innovators celebrated in Inc. Arabia's December 2024 special feature, The GCC's Tech Vanguard. For the full list of The GCC's Tech Vanguard, please click here.