Viu, the pan-regional OTT video streaming service operated by PCCW, has expanded its offerings in the UAE by introducing a new benefit for its Viu Premium subscribers. As part of this initiative, new subscribers to the Viu Premium service will receive a complimentary Careem Plus subscription, enhancing their streaming experience with added value.
The partnership between Viu and Careem, the popular ride-hailing and services platform, brings together two prominent players in the region’s digital landscape. Careem Plus offers a variety of perks, including discounts on rides, food delivery, and more. This collaboration aims to not only strengthen Viu’s position in the competitive streaming market but also provide a broader suite of benefits for consumers.
This move follows a series of efforts by Viu to maintain its relevance in the increasingly crowded OTT sector. Viu has been expanding its content library and services across the Middle East and North Africa (MENA) region, targeting a growing base of digital-first consumers who are looking for diverse entertainment options. By offering added value through the Careem Plus subscription, Viu seeks to differentiate itself from other streaming platforms operating in the UAE and the larger Gulf region.
The strategy also aligns with broader regional trends, where OTT platforms are increasingly bundling services to offer more comprehensive packages. The integration of third-party services, such as ride-hailing or food delivery, has become a key strategy for service providers to boost customer loyalty and enhance user experience. This type of cross-sector partnership is growing in popularity, as it creates a more holistic ecosystem for consumers, blending entertainment with convenience.
For Careem, the collaboration with Viu allows the company to tap into the expanding base of Viu subscribers, potentially increasing its reach in the UAE. Careem’s move to offer exclusive perks to Viu Premium subscribers further underscores the platform’s efforts to enhance its value proposition, especially as it continues to evolve beyond its original ride-hailing model. The company, which has expanded into services like food delivery and digital payment solutions, has long been striving to position itself as an all-in-one lifestyle app in the region.
Viu’s premium service offers a wide range of on-demand content, including popular Arabic, Asian, and international shows, as well as movies and exclusive originals. With the addition of the Careem Plus subscription, Viu is aiming to elevate its value offering and cater to a broader audience who may be interested in both entertainment and lifestyle services. The initiative also highlights a broader trend in the OTT space, where platforms are looking for innovative ways to keep their customers engaged and retain their subscriptions in an environment where consumer loyalty is hard to maintain.
The UAE market, known for its high smartphone penetration and advanced digital infrastructure, has seen a rapid increase in the adoption of OTT services over the past few years. The shift toward on-demand entertainment, accelerated by the global pandemic, has contributed to the growth of digital streaming platforms. However, the competition remains fierce, with global players like Netflix, Amazon Prime, and regional services such as OSN and Shahid vying for consumer attention.
Viu, which operates in 16 markets across the Asia-Pacific and MENA regions, faces increasing competition in the UAE and wider MENA market, where local and international content providers are aggressively pursuing market share. By introducing perks such as the Careem Plus subscription, Viu hopes to add a layer of convenience that appeals to the diverse and digitally savvy consumers of the UAE, who are accustomed to seamless, multifaceted services.
The Viu-Careem collaboration also highlights a shift in the region’s approach to digital services, with companies moving toward integrated digital ecosystems. By bundling various services under one umbrella, companies are encouraging consumer stickiness. For instance, Viu subscribers can now enjoy discounts on Careem rides or deliveries, while Careem users can benefit from entertainment options from Viu. This model may set a new precedent for future partnerships in the region, where the boundary between entertainment, travel, and lifestyle services continues to blur.
The promotion is available to new Viu Premium subscribers in the UAE, with terms and conditions applicable to the complimentary Careem Plus subscription. The launch comes at a time when many OTT platforms are re-evaluating their strategies to stay competitive. As subscription fatigue sets in among users who are overwhelmed by an abundance of platforms, value-added features like the Careem Plus subscription can help sway potential customers toward Viu’s premium offering.
