What is the consumer decision process for online streaming service? Explain

Netflix, StarzPlay, Prime and Wavo battle for Arab Audiences Do you remember a world before streaming services? It feels like a distant memory now. Indeed, the TV landscape has been changing fast, and that means every TV station is figuring out how to play catch-up since convenience is winning out, and a lot of viewers have signed up to the likes of Netflix and Hulu in large numbers, and for good reason. There has never been so much choice when it comes to streaming services, which is great for viewers, but it can be overwhelming and expensive to make the right decision This phenomenon has resulted in a dramatic shift in the Middle East's TV Industry with global and regional giants such as Netflix and Amazon Prime Video emerging to pull at least some audiences away from TV channels and cable services. The Middle East has more than 300 million people with 60 million TV households. Most of the population is under 40, with a targe expat audience speaking a variety of languages in a number of countries. When it comes to the video streaming services in the UAE, there is no doubt that streaming giant Netflix first comes to mind. Netflix finally launched its services in the UAE in 2016 and has become the go-to for viewers looking for the next show to binge-watch. Aside from an impressive catalogue of popular TV series, films and documentaries, Netflix is also known for its growing portfolio of original content, including hit series like Stranger Things, Black Mirror and Orange Is the New Black Another important promotional channel for Netflix is social media, which the company uses to engage its loyal customers and to promote its new programs before its global audience. Facebook has played a very important role in its social media marketing strategy. Netflix also uses Twitter, YouTube and other social media channels for the promotion of its products and brand. Overall, the multichannel marketing strategy of Netflix has worked well because the number of total subscribers has grown to over 140 million. In the first quarter of 2019 more than 148 million paid subscribers were enjoying the services of Netflix in more than 190 countries (Around 60 million paid streaming members in US and around 88 million international) Netflix also won the personalization game through its advanced algorithm which rearranges the programs over time on the basis of the user's Viewing history Netflix is accessible worldwide, and the company continues to create more original content while pressing to grow its membership StarPlay, the Dubai-based subscription-video-on-demand (SVOD) start-up, has now more subscribers than Netflix - the globat SVOD leader - in the Middle East and North Africa. StarzPlay streams Hollywood movies, TV shows, documentaries, kids entertainment , and same-day-as-the-US series - plus dedicated Arabic and Bollywood content - to 20 countries across MENA and Pakistan. The service carries thousands of premium titles including exclusive STARZ Original content such as Power, Outlander. Spartacus and The White Queen Starz recently launched its standalone streaming app. StarzPlay, in the UK., Brazil, Germany, France and Mexico. It also announced plans to expand it into 20 further international countries next year. Starz enters into a sea of streaming competition - both from huge global players and local media companies - but StarzPlay is aiming to be more of a Netflix "companion" than a Netflix killer. Amazon Prime Video launched in MENA in June 2019. Customers get free access to Amazon Prime Video UAE as part of its premiui subscription service, Amazon Prime. Content available on Prime Video includes Hollywood, Bollywood and other foreign films. The competitive Amazon Prime Video UAE subscription cost makes it a popular option for viewers in the country Other streaming services in the UAE include WAVO, which is powered by OSN. Customers get access to HBO series like Big Little Lies, Westworld and Game of Thrones, other hit shows, blockbuster movies, sports and Arabic and Turkish offerings, WAVO users can also live stream from select OSN channels like OSN Movies, Disney Channel and Comedy Central, Shahid by MBC boasts an extensive library of purely Arabic content Shahid is a free streaming service in the UAE that allows users to watch Arabic shows and movies previously aired on MBC channels as well as other online-exclusive content. However, Shahid Plus offers a pald subscription, which allows users to watch ad-free content and provides access to additional premium content, too. Netflix is still leading the pack in MENA in terms of quantity of content, and judging by recent awards in terms of quality too. It is clear though, that the competition is heating up, and as the marketplace becomes increasingly crowded, it may live to regret its decision to launch half-heartedly just over four years ago PRICING FEATURES NETFLIX 1 Free Trial: 30 day AED 29 per month (Basic Plan), AED 39 per month (Standard Plan), AED 56 per month (Premium Plan) STARZPLAY AED 40/month Free Trial: 30 days AMAZON PRIME AED 16/month, AED 140 per year Free Trial: 30 days Free Trial: 14 days AED 18 /month WAVO AED 18/month Free Trial: 7 days SHAHID Plus