Could Netflix soon be available in the UAE?

The web has been buzzing in anticipation after the popular streaming service posted a number of jobs on its website looking to expand its public relations in the Middle East.

Kevin Spacey and Robin Wright  in the Netflix original House of Cards. The online broadcaster appears to be laying the groundwork for a possible entry into the UAE. Melinda Sue Gordon / Netflix via Bloomberg
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ABU DHABI // Online broadcaster Netflix is advertising for staff in the Middle East amid speculation that it will launch in the UAE.

The popular streaming service has posted job vacancies on its website looking to expand its public relations operations in the region.

It plans to complete a global expansion by the end of next year, which would include any country in the Middle East in which it was legally allowed to operate, a spokesman said.

At the moment, Netflix can be viewed in the UAE only with a Virtual Private Network, or VPN.

Tareq Masarweh, a senior consultant with telecoms consultancy Ovum, said the presence of online streaming services such as Starz Play, IcFlix, Telly and OSN Play indicated that Netflix would not have regulatory problems.

“Its strong global brand and content library would be key differentiators,” Mr Masarweh said. “Netflix’s content library is one of the largest by far.”

The California company is the largest subscription video-on-demand service in the world, with more than 69 million subscribers in over 50 countries.

It owns the rights to a vast catalogue of movies and television shows, and produces its own hit series including House of Cards, Orange is the New Black and the rebooted Arrested Development.

It is not known how many people subscribe to existing streaming services, but Mr Masarweh believes the market is nowhere near its potential.

With the right strategy, companies such as Netflix could take advantage of this, with fast broadband speeds and the UAE’s demographic profile, he said.

“The UAE has a large multinational expatriate community, and it has a very high, if not the highest, penetration rate of credit cards in the region,” Mr Masarweh said.

“Not only that, but the average consumer enjoys a higher degree of content sophistication, as smart TVs, devices and consoles are widespread.”

esamoglou@thenational.ae