MBC Group, the largest and leading media company in the Middle East and North Africa (MENA), has announced the renewal of its strategic partnership with Parrot Analytics, the content valuation and global entertainment analytics firm.

Through this collaboration, Parrot Analytics has broadened its scope and deepened its insights into the Arabic-speaking entertainment market. By working with MBC Research, the company has significantly expanded its database, enriching it with an approximate 1,500 Arabic titles, With the onset of Ramadan season earlier this month, Parrot Analytics further expanded its offerings, incorporating 106 new series and programmes, thus ensuring comprehensive coverage of all MENA content across all platforms during the crucial month of Ramadan.

The inclusion of an Arabic-language library not only enhances the global entertainment metrics of the US-headquartered Parrot Analytics but also underscores MBC Group’s pivotal role and commitment to bridging local and regional content from the MENA with international analytics expertise.

Amit Devani, Director of Insights EMEA at Parrot Analytics, commented: “We are delighted to be renewing our partnership with MBC Group as we continue to build on our Arabic-language content valuation and analytics offering in the region and globally.

“MBC Resarch have been an asset to this partnership, offering us access to their programming titles and genres, which we utilise to measure their impact amongst viewers. Content valuation is a key asset for any major broadcast network looking to measure and assess its current offerings and shape its content going forward. I look forward to us continuing to work together to provide the very best insights on what audiences want in the years to come.”

As the largest and leading company in the MENA, MBC Group has spent over three decades developing premium and diverse offerings, which today include over 17 leading satellite TV channels, three FM radio stations, MBC Studios, and Shahid – the world’s leading Arabic-streaming platform. Owing to its investment in highly attractive Arabic-language programming, MBC Group has continuously and successfully consolidated its position as the number one broadcasting organisation across the region.

Leila Mezher, Senior Manager for Research and Market Intelligence at MBC Group, stated: “Our data-driven approach to programming allows us to understand and anticipate the needs of our audiences, ensuring that MBC GROUP continues to lead in innovation, engagement, and diverse storytelling. Parrot Analytics allows us to truly understand what works, what doesn’t, what we need to create more of, and what new ideas audiences are looking for.”

Ziad Skaff, Director of Group Research and Audience Intelligence at MBC Group, added: “Audience intelligence is of utmost importance to us, and our partnership with Parrot Analytics offers us the precise content valuation insights and analytics needed. MBC Research has also played a significant role in knowledge-sharing by helping build Parrot Analytics’ library of Arabic-language content for both regional and international markets.”