Shaping the Future of Streaming: Olivier Bramly on evision

The streaming industry is experiencing rapid transformation, particularly in the MENA region, where both the demand for content and the opportunities for growth are evolving at an unprecedented rate. Companies like evision , the media and entertainment arm of e& have been pivotal in driving this change, leveraging innovative strategies, cutting-edge technology, and an in-depth understanding of regional market trends. As key players in the space, they have consistently set new standards in delivering high-quality, on-demand content to a diverse and growing audience.

At the helm of evision, Olivier Bramly has led the charge in navigating these shifts, transforming its company from a IPTV aggregation business in UAE into a leading agnostic media and tech powerhouse across MENA and beyond, with a clear vision for the future of streaming in the region. Under his leadership, evision has been a driving force in shaping the streaming landscape, to embracing next-generation technologies and innovative content strategies. With a growing subscriber base and a reputation for excellence, evision has become a model for other players in the region.

AI and personalisation are rapidly reshaping the future of streaming, and Olivier has been at the forefront of integrating these advancements into evision's content offerings. Personalisation, in particular, is allowing platforms to cater more effectively to the preferences of their viewers, offering a tailored, unique experience that keeps audiences engaged and loyal. AI-powered algorithms are enhancing user experiences by suggesting content that resonates with individual tastes, making streaming platforms more intuitive and user-friendly.

But the journey doesn’t stop there. We can highlight one of the most recent developments under evision's umbrella, the launch of their new proprietary channel bloom, a new children’s preschool channel that promises to redefine family entertainment. Bloom was created with a bold mission: to provide young audiences with content that not only entertains but also educates, fostering creativity, curiosity, and learning in a fun and engaging way. With educational programming that addresses key developmental milestones and a diverse range of content that appeals to various age groups, Bloom is set to become a go-to destination for children’s content across the region.

As the streaming market continues to evolve, staying ahead of shifting audience behaviors and technological innovations is crucial. In this edition of the Redholt Pulse and Play newsletter, Olivier shares insights into how evision are leading the charge, ensuring that both their content and technology are always one step ahead of the curve. From embracing the latest AI trends and launching Bloom, Olivier’s vision for the future of streaming in the MENA region is bold, ambitious, and forward-thinking.

In the following section, we delve into Olivier’s thoughts on the biggest growth opportunities in MENA’s streaming space, how evision plans to leverage AI and innovation to stay ahead of the competition, and the driving force behind the launch of Bloom, their latest proprietary channel.

1.??evision and e& life are major players in the region—what do you see as the biggest growth opportunities in MENA’s streaming space right now?

The MENA streaming market is experiencing rapid growth, driven by shifting consumer behaviours, improved digital infrastructure, and increasing competition. As the exclusive media and entertainment arm of e&, evision serves more than 5.6 million users across 22 countries in MENA, positioning it as a key player in shaping and responding to these trends.

With the market evolving rapidly, we remain agile in anticipating and responding to consumer needs across the region. Recognising a key growth opportunity last year, we launched STARZON - our ad supported streaming platform- to complement to our existing Subscription Video On Demand (SVOD) services. including STARZPLAY . Our analysis found that the proliferation of streaming services, each with its own set of exclusive must-watch content with rising subscription fees, has made the fully ad-free experience less accessible, with many households unable to afford it. Given the region’s price sensitivity and high levels of piracy, STARZ ON has gained significant traction across MENA in 2024. At the same time, the AVOD and FAST segments continue to be major drivers of TV video growth globally.

Today STARZ ON has exceeded expectations and reached 2 million active users across our footprint.

As increased digital spending continues to drive a structural change in the market, digital advertising presents significant growth opportunities for streamers like STARZ ON. Building on that, our strategy is to become the first full-funnel digital marketing platform for brands in MENA – catering to all of advertisers’ requirements across the upper and lower funnel, from brand awareness to shoppable ad formats. The key differentiator here is the data. By understanding customer viewing habits and linking that insight to advertisers and brands on our platform, we create more precise, effective campaigns. Viewing preferences and ad interactions offer valuable signals about customer intent and interests, enabling us to create highly targeted and impactful advertising campaigns.

Moreover, to stay competitive and capture audience attention, streaming platforms must rethink their approach, in a landscape where TikTok, Instagram and YouTube set the pace. We need to shift audience engagement toward more video-centric, authenticity-driven, and community-focused experiences – ?factors that strongly resonate with MENA’s mobile-first audience.

Data is probably one of the biggest growth opportunities in MENA, and all streamers need to be able to provide more data-driven marketing solutions. This ?is the reason why we have precisely adopted a 100 per cent data driven approach across our platforms, providing full set of analytics enabling to track consumer behaviour, preferences, and trends and therefore allowing for more personalised and targeted campaigns, increasing ROI.

Last, but not least, as the boundaries between entertainment, sports and gaming are becoming increasingly blurred, convergence emerges as a massive trend, I believe that we will see the multiplication of cross platform partnerships between players. Embracing this shift, we partnered with Trendyol to enable STARZ ON viewers to seamlessly shop while watching their favourite shows.

2. AI is transforming the media industry—how do you see AI & personalisation evolving in the streaming space?

AI is not an enhancement in the streaming industry, it is a fundamental transformation. As a company that is disrupting hugely in the OTT space, evision alongside STARZPLAY has embraced AI to drive innovation through various initiatives.

Our AI solutions streamline many of our company’s tasks including quality checks on content, censorship, syncing audio and video, ensuring more tailored content adjustments for different geographies through subbing and dubbing in various dialects and more importantly, curating content, with the objective to hyper-personalise experiences for viewers. We are also exploring the potential of AI-generated content, including AI-produced shows and movies, as part of our forward-looking strategy.

However, the most effective use case of AI has been in the hyper-personalisation of content. AI enabled STARZ ON to discover significant variations in content preferences across different markets. By harnessing AI-driven hyper personalisation, we can better curate and tailor our content offerings to engage distinct audience segments – resulting in increased consumption and optimised content investment.

Specifically, we introduced AI-driven carousels on various pages of our platforms. These AI-powered recommendations have received a lot of traction, delivering much higher consumption minutes and user interaction. AI has supported in reviving previously popular content, bringing it back into the spotlight, and giving our platforms a refreshed look with every visit. This approach keeps users engaged by offering a dynamic, rather than static view of new additions. It guarantees a constantly updated and personalised experience for every user.

We are also utilising AI tools for automating the creation of highlight content, and seamlessly post them on social media networks to better engage with our customers and fans.

3. With evolving audience behaviours, how do evision & e& life stay ahead in content innovation & technology?

We must stay ahead by constantly innovating in both content and technology. ?In our ongoing efforts to enhance the content offerings on our various IPTV and streaming platforms and make them the top choice for entertainment throughout the year, we have made significant strides in securing exclusive and compelling content that caters to the diverse preferences of our audience. Notably, we have become the exclusive broadcaster for ICC cricket across the MENA region, establishing ourselves as the Home of Cricket. To further serve the subcontinent community, we have augmented our offerings through strategic partnerships with Disney+ Hotstar , Zee, and Viacom18 Media Private Limited .

Additionally, we have forged alliances with all major Hollywood studios to bring the latest and most sought-after entertainment to our viewers. In the realm of sports, STARZPLAY has acquired for instance exclusive Italian Serie A and UFC broadcasting rights for the MENA region, enhancing our sports content portfolio significantly.

We have also focused on enriching our library with a variety of high-quality Arabic content to cater to regional tastes and preferences.

We however recognise that a premier streaming experience requires much more than just exceptional content; it also demands strong, secure technology. This is why we've made substantial investments in our technological infrastructure, handling all aspects of our technology stack internally with STARZPLAY. Owning our tech stack allows us to swiftly and effectively adapt to user needs and behaviours, granting us a significant competitive edge. By maximising synergies between evision and STARZPLAY, we've transformed into a technological hub, not only powering our own content offerings but also providing white-label solutions to many B2B clients across various markets, both regionally and internationally.

Additionally, with evolving audience needs and connectivity, we can harness the value of big data. To stay ahead of the curve in content innovation and technology, we keep investing and building strong competencies in consumer data and analytics.

4. The launch of Bloom marks a major step in children’s content—what was the driving force behind creating this new channel?

The addition of Bloom as the 10th channel to our lineup of proprietary channels reaffirms our position as a leader in the media sector. It reflects our commitment to delivering quality channels and content that resonates with and meets the evolving needs of our audience

With Bloom, we’re creating a space where education and entertainment come together in a way that feels natural, engaging, and accessible for families. Today’s viewers, especially children, consume content differently, and we’re adapting to these evolving habits by offering a platform that is not just entertaining but also enriching and safe. Our goal is to make a profound impact on early childhood learning while setting new benchmarks for quality and trust within the industry.

evision’s strategy with this new proprietary channel is backed by reliable data from TAM UAE, which shows a significant rise in the consumption of kids' content, particularly among preschool audiences. This data confirms the necessity and potential success of a dedicated preschool channel. There is also a noticeable global increase in the demand for high-quality, age-appropriate content for preschoolers.

This surge in demand highlights a critical opportunity for us to lead in the creation and distribution of engaging educational content for young children. This initiative reinforces evision’s commitment to being the leading source for family entertainment.

5. How do you balance entertainment & education in children’s programming, and what makes Bloom stand out?

We believe that entertainment and education go hand in hand, especially in preschool programming. Young children learn best when they are engaged, so we programme content that is not only educational but also fun, safe, and inspiring.

We achieve this balance by integrating age-appropriate learning into engaging storytelling. Our shows are designed to spark curiosity while reinforcing key developmental skills whether it is? language development, problem-solving, or social-emotional learning. Interactive elements, music, and relatable characters ensure that learning feels natural and enjoyable.

Our channel programming is carefully curated to follow ?children’s natural rhythms and needs throughout the day. Mornings feature energising shows, followed by educational segments, storytelling and role-play. As the day winds down, we offer calming storytime and gentle rhymes to help children relax, recognising the importance of nurturing healthy habits and supporting parents in managing screen time effectively. We are committed to maximising our efforts at every opportunity to protect children from harmful content beyond the screen.

We focus on creating a secure and enriching environment where parents and children can watch together. Even our branding adapts to children’s daily rhythms – our logo and colour palette change throughout the day, creating a visually engaging and immersive experience.

Bloom creates a space where children laugh, learn, and grow making screen time a meaningful experience. Parents can rely on it, knowing their children are watching content that is both enriching and appropriate around the clock.

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6. As CEO, what’s the biggest lesson you’ve learned leading a media powerhouse?

One of the biggest lessons I’ve learned is that adaptability is the key to sustained success. The media landscape is constantly evolving—driven by changing audience behaviours, technological advancements, and market disruptions. Staying ahead requires continuous innovation and agility across all aspects, from content creation and technology to distribution strategies and monetisation models.

But perhaps the most critical factor is being surrounded by a great team. Success is ultimately driven by talented individuals who bring creativity, resilience, and collaboration to the table. In my experience, the most successful media organisations are not just built on great content or technology but on a strong culture that empowers people to thrive, be more creative, ultimately driving organisational resilience and growth. I have no doubt that, without a strong talented team, there is no success.

Conclusion:

In conclusion, evision’s journey through the rapidly transforming MENA streaming landscape under Olivier Bramly’s leadership is a testament to the power of innovation, adaptability, and foresight. From pioneering AI-driven personalisation to redefining children’s content with Bloom, evision is setting new standards in both content and technology. The company’s ability to stay ahead of shifting market demands, harness the power of data, and embrace emerging trends like AI and convergence showcases its commitment to shaping the future of streaming in the region.

As the streaming industry continues to evolve, evision’s unwavering focus on delivering exceptional, personalised experiences and staying ahead of audience trends ensures that they will remain a driving force in MENA and beyond. Olivier’s insights highlight that the future of streaming lies in adaptability, creativity, and collaboration—principles that will guide evision as it continues to lead the charge in this dynamic industry. The journey is far from over, and with each new innovation, evision is poised to redefine what’s possible in the world of streaming and entertainment.

At RedHolt by OTTRED, we’re proud to see this amazing transformation and advancements. With a global network of over 2,000 professionals in streaming, media, and digital entertainment, we are uniquely positioned to:

? Build World-Class Teams: We connect companies with top-tier talent, ensuring businesses have the expertise to thrive in the fast-evolving media landscape.

? Foster Innovation and Collaboration: Through our events, meet-ups, and community initiatives, we bring together the brightest minds to share ideas, tackle challenges, and shape the future of streaming and entertainment.

Whether you’re a media executive strategising for the future, a tech leader exploring cloud migration, or an industry professional keeping an eye on innovation, one thing is certain—the revolution is here.

Are you ready to be part of it?

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