Ep.33: Noha Jadallah - Content is King, but Platform and Technology is Queen

In this episode of Retention Zone, I interview Noha Jadallah, a Dubai-based media professional with nearly 20 years of experience in the industry. Jadallah shares his insights on the evolving landscape of content programming and curation, emphasizing the critical role of technology in driving user engagement and retention.
Jadallah's career spans across linear TV and streaming, having worked with major networks and platforms such as Sky TV, Al Jazeera, OSN, Disney, Huawei Video, and EN. She highlights the importance of localization in content distribution, particularly in the MENA region, where catering to diverse nationalities is crucial. "The biggest aid towards [consumption] is the technology that enables us to provide content, whether acquired in any language, in a way that is palatable and understood by audiences of a range of nationalities," Jadallah explains.
The discussion delves into the shift from linear TV to streaming, with Jadallah noting that while content remains king, "platform and technology is queen." She emphasizes that the user experience is paramount, stating, "If the user experience is not enjoyable, the user experience is not engaging... it often doesn't even matter what kind of content you're buying or you're spending money on."
Jadallah also addresses the challenge of churn in the streaming industry, highlighting the importance of long-running series and strategic content planning to keep subscribers engaged. She cites Ramadan as a key acquisition period in the MENA region, with the challenge of retaining viewers after the holy month.
When discussing audience behavior, Jadallah emphasizes the significance of AVOD (advertising-based video on demand) in combating piracy and providing accessible, localized content. She also touches on the role of sports content, particularly cricket and UFC, in driving acquisitions for their platform, Stars Play.
Throughout the interview, Jadallah underscores the importance of understanding and catering to diverse audiences, leveraging technology to enhance the user experience, and strategically curating content to drive engagement and reduce churn. His insights offer valuable lessons for professionals navigating the ever-evolving landscape of video streaming and content monetization.