Dubai Media has launched Dubai+, a new digital media platform designed to deliver a wide range of content for all family members. The platform reflects evolving digital consumption patterns and the continued expansion of Dubai’s media and content ecosystem.
Dubai+ forms part of Dubai Media’s broader strategy to build an integrated digital media environment, offering a diverse catalogue of local, Arab and international films and series, while supporting Dubai’s ambition to become a regional centre for creative content production and distribution.
Accelerating media sector growth
Sheikh Ahmed emphasised the importance of accelerating the development of Dubai’s media sector, with a focus on talent investment, youth empowerment, technology and AI adoption, and attracting specialised investment.
“We believe media is a strategic force that shapes awareness, supports development and builds trust. Our approach is rooted in driving innovation, advancing skills and capabilities, and strengthening partnerships that turn ideas into real impact,” Sheikh Ahmed said.
“The launch of Dubai+, combined with the rapid development of our media ecosystem, and sustained support for film and creative industries, is set to further strengthen Dubai’s position at the forefront of global digital media and the creative economy,” he added.
Built in Dubai, scaled for the region
Speaking to Gulf Business on the sidelines of the platform’s launch, Mohamed Almulla, CEO of Dubai Media, said the initiative reflects a long-term strategy to evolve beyond traditional broadcasting while building on existing strengths.
“This is an initiative by Dubai Media. It translates our vision to transform the organisation into a fully digital-driven company, building on the success of traditional media as well as classic digital media,” Almulla said.
According to Almulla, Dubai’s infrastructure, talent base and regulatory environment give the organisation a structural advantage as it looks to scale digital platforms beyond the UAE.
“The objectives behind the launch are multi-dimensional. To start with, we are well positioned in the city of Dubai, where we have capabilities that give us a competitive advantage — from infrastructure to the availability of local talent and expertise,” he said. “The ease of exporting technologies and platforms beyond the country, into the wider region, is also more effective from Dubai.”
Dubai Media’s platform strategy is closely aligned with Dubai’s creative economy ambitions, particularly through deeper engagement with content creators and production partners.
“We are becoming more active contributors to the creative economy. We are closely linked to the Dubai Film Office, which funds and nurtures content creators,” Almulla said.
He noted that the company has expanded its in-house production capabilities through the launch of Dubai Studios, its dedicated production arm.
“Around a year ago, we launched an extension of our company called Dubai Studios, a dedicated production arm. Last year, we produced 13 productions, and this year we are increasing that to 17 to meet growing demand.”

Technology-led platform design
Dubai+ has been built on a technology-first foundation, supported by a broad ecosystem of global partners.
“Our objective is not only to address what is happening now, but to future-proof the company. We have significantly uplifted our technical capabilities. Going forward, the only limitation is imagination,” Almulla said.
He added: “We work with Comcast, which is a leading technology integrator, as well as AWS for cloud solutions. We also work with companies such as FreeWheel for ad-serving mechanisms, alongside other partners focused on user experience (UX) and consumer engagement.”
These partnerships, he said, enable seamless distribution across formats, from video and audio to podcasts and syndicated content.
“Our technical capabilities allow us to move seamlessly from print to audio, podcasts and syndicated content. There are virtually no limitations on what can be done. The consumer experience will be extremely smooth.”
A key point of differentiation for Dubai+ is its positioning around family-safe programming and continuous availability.
“First, we are committed to family-safe content. Families can be confident that children watching our platforms will be accessing safe and appropriate material,” Almulla said.
“Second, we are committed to continuous upgrades and service delivery. This is not a platform that appears for one season and disappears — it will be available year-round.”
Flexible monetisation model
Dubai+ has launched with a diversified commercial model designed to balance scale, accessibility and revenue generation.
“The business model includes AVOD, which is advertising-funded, as well as SVOD. We also have hybrid models, such as TVOD and others,” Almulla said.
He added that the platform has the technical capability to integrate live and sports content over time, with a phased rollout approach.
“Technically, we are not limited — it comes down to your wish list. Of course, you cannot launch everything at once, so this will be a gradual ramp-up of operations.”
The platform is priced at Dhs21 per month.
The decision to launch Dubai+ ahead of Ramadan was driven by consumption patterns rather than short-term metrics.
“Historically, the month of Ramadan sees a significant increase in TV and content consumption. It carries the highest budgets, reach and impact,” Almulla said. “We felt this was the right moment to showcase our commitment to content delivery and to demonstrate a seamless user experience.”
While subscriber growth remains important, Almulla emphasised that early success will be measured by user value and experience.
“Subscribers are, of course, important. But more important to me is that people see value — that we are genuinely creating value,” he said. “If the product is strong, seamless, and delivers on what it promises, conversion will happen naturally.”
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