The MENA region’s streaming landscape is booming, with global giants like Netflix and StarzPlay vying for audience attention alongside a growing number of local and regional players. In this dynamic market, Yango Play is carving its own niche by focusing on a “MENA to MENA” approach, prioritizing locally relevant content and a seamless superapp experience. We sat down with Roman Shimanskiy, Chief Executive of Yango Play, to discuss the platform’s strategy for attracting and retaining subscribers, its approach to original content, expansion plans, the importance of localization, and how its integrated music streaming service sets it apart. From navigating the competitive landscape to investing in local talent and stories, Shimanskiy shares insights into Yango Play’s vision for the future of entertainment in the MENA region.

With the rise of streaming services like Netflix and STARZPLAY in the MENA region, how does YANGO PLAY plan to differentiate its content offerings to attract and retain subscribers?

Roman Shimanskiy: As the ultimate superapp, Yango Play is designed to be the one-stop destination for all entertainment needs, offering a seamless experience where users never have to leave the app to enjoy a variety of content. The platform’s strategy is centered on a MENA to MENA approach, focusing on locally relevant entertainment content that resonates with regional audiences. 

Among our most recent Original productions, the new show Magician’s Segment, follows three friends who evolve from close friends into a small crew of con artists. The series delves into their journey, exploring themes of loyalty, morality, and the personal dynamics of pulling off scams with no physical harm to their targets. Additionally, Yango Play is preparing to launch Prestige, a crime comedy series set against the backdrop of an unprecedented storm in Cairo, promising a unique blend of humor and intrigue. 

Beyond Originals, Yango Play also offers a wide library of thousands of local and international titles, featuring exclusive premieres of major Arabic theatrical blockbusters and series, along with top international hits, all in high quality and ad-free. This library includes popular shows such as Deebo, Beraghm El Qanoun, Watar Hasas, and El Hawa Sultan, all of which have resonated especially well with younger audiences on our platform that typically seek this type of binge-worthy content. 

Yango Play’s commitment to delivering high-quality, culturally relevant content sets it apart in the competitive market. By focusing on exclusive, locally tailored productions and combining this with a smooth, user-friendly experience, Yango Play is building a distinctive position in the region’s entertainment landscape.

Beyond the established players, local and regional competitors are emerging. How does YANGO PLAY view this evolving competitive landscape, and what strategies are you employing to maintain a competitive edge?

Roman Shimanskiy: Yango Play views the evolving competitive landscape as an opportunity to strengthen its core values and differentiate itself further. Yango Play remains confident in its ability to compete against local and regional competitors due to its unique offering of premium, localized content specifically tailored for MENA audiences. 

In response to growing competition, Yango Play has invested significantly in innovative technologies, such as advanced AI and data analytics, to ensure a personalized viewing experience. This technology helps the platform anticipate user preferences and continually optimize content recommendations, increasing engagement and retention. 

Beyond video content, Yango Play’s music streaming service leverages cutting-edge AI-powered recommendation technology, including the “My Vibe” feature, to deliver a uniquely tailored music experience. By analyzing listening habits and preferences, the platform provides personalized playlists that adapt to user moods, helping audiences discover new tracks and artists effortlessly.

Through continuous innovation and a deep understanding of regional cultures and preferences, Yango Play is poised to maintain a competitive edge by staying ahead of emerging trends in the market.

YANGO PLAY has a strong presence in certain MENA countries. What are your plans for expanding into new markets in the region, and what factors are you considering when prioritizing specific countries?

Roman Shimanskiy: Yango Play’s expansion strategy is focused on carefully selected high-potential markets across the MENA region. The platform is particularly interested in growing its footprint in countries that show promising demand for Arabic content, as well as high internet penetration rates and a tech-savvy population. Expanding in these markets requires a deep understanding of local preferences and needs, which is why Yango Play places a premium on localized content and tailoring its offerings to reflect each country’s unique culture and language. 

When prioritizing new markets, Yango Play looks at a range of factors, including the size of the potential subscriber base, broadband and mobile infrastructure, and market competition. The platform also closely examines regulatory environments and the opportunities for partnerships with local content producers, as these collaborations are key to maintaining the relevance of its content. This comprehensive approach allows the platform to enter new markets smoothly while ensuring that it remains competitive and appealing to local users.

YANGO PLAY has already made a strong start with original productions. How do you plan to further develop your original content strategy? Will you focus on specific genres, formats, or collaborations to build a distinctive YANGO PLAY originals library?

Roman Shimanskiy: Yango Play’s original content strategy is rooted in the understanding that regional audiences crave stories that reflect their own lives and cultures. Building on the success of productions like El Ghaleb Ghaleb and Magician’s Segment, Yango Play plans to expand its library by producing a diverse range of content across different genres. The focus will remain on creating compelling narratives that reflect modern regional stories while remaining deeply tied to cultural nuances. 

Looking ahead, Yango Play is committed to increasing its collaborations with local talent—writers, directors, and actors—ensuring that the content is not only high-quality but also authentic and reflective of regional storytelling traditions. This strategy will further differentiate Yango Play as a platform that is committed to offering a broad, rich content library with a unique focus on the region’s diverse storytelling traditions.

How important is localization (dubbing, subtitling, culturally specific content) to YANGO PLAY’s strategy, and how are you ensuring your platform caters to the diverse linguistic and cultural preferences within the MENA region?

Roman Shimanskiy: Localization is at the core of Yango Play’s strategy. Given the MENA region’s vast linguistic and cultural diversity, the platform understands that a one-size-fits-all approach will not work. This is precisely why we constantly invest in local production across many different countries within MENA, from the Levant, Egypt, and the GCC. 

Yango Play ensures that all its content is fully accessible to audiences by offering high-quality dubbing and subtitling. Dubbing in particular, given its popularity in the region, is a big focus for us as we provide our users with their favorite Turkish series dubbed in Arabic. Additionally, we’re working actively on making sure our existing and upcoming Yango Originals are dubbed in other international languages as well as constantly acquiring a variety of movies and series that are already dubbed in Arabic. These effort ensure that users from different countries within the region can enjoy a seamless experience, without language barriers hindering their ability to access content. 

Moreover, Yango Play’s commitment to culturally relevant content extends beyond translation; it involves curating a library that speaks to the traditions, values, and everyday experiences of different MENA audiences. This includes creating content specifically tailored to local tastes, from incorporating local humor to addressing local habits and nuances. This focus on localization not only strengthens viewer engagement but also allows Yango Play to become a trusted platform for audiences seeking culturally relevant entertainment.

Currently, YANGO PLAY sources some of its Western content through a partnership with STARZPLAY. Do you have any plans to acquire your own library of Western movies and series? Would this involve seeking exclusive distribution rights for certain titles in the MENA region?

Roman Shimanskiy: Yango Play is actively working to diversify its content library by acquiring exclusive distribution rights for select Western titles in the MENA region. Securing exclusive rights for specific titles will enable Yango Play to offer a unique mix of regional and global content, which is highly valued by our subscribers. 

This move will further differentiate Yango Play by giving its audience access to exclusive content not available elsewhere in the region. Additionally, this strategy aligns with Yango Play’s broader vision of offering a diverse and compelling entertainment experience that spans both regional and international content, making the platform a comprehensive destination for all types of media.

YANGO PLAY also offers a music streaming service. How does this integrate with your video content strategy? Are there plans to further develop the music section, perhaps by introducing features like exclusive artist collaborations, live concerts, or integrating music more deeply into the overall YANGO PLAY experience?

Roman Shimanskiy: Yango Play’s music service seamlessly integrates with its video content, offering a unified entertainment experience. Users can easily switch between watching shows, movies, live TV, and games while enjoying personalized music recommendations, creating a versatile platform for all types of entertainment. 

Key features such as the AI-powered My Vibe tool curates personalized soundtracks that adapt to users’ moods—whether working out, commuting, or relaxing. Enhanced features like Smart AI Playlists, revamped artist and album pages, seamless navigation, and Music Wall Collections with themed playlists ensure a dynamic and fresh experience. We also very recently announced integration with Android Auto, Apple CarPlay, and smartwatch controls offering convenience for users on the go. 

Who is Roman Shimanskiy, CEO of Yango Play?

Roman Shimanskiy is the CEO of Yango Play, a rising force in the MENA entertainment landscape. His leadership propelled Yango Play to the top of app store charts within days of launch. With over 15 years of experience at industry giants like Paramount Pictures and Yandex, where he spearheaded the growth of Kinopoisk to over 15 million subscribers and positioned Yandex Music ahead of competitors like Deezer and Tidal, Shimanskiy has a proven track record of success. He also led marketing campaigns for blockbuster films such as John Wick and Knives Out, generating $150 million in box office revenue. His strategic vision and expertise, honed at Bauman Moscow State Technical University and the University of Illinois, are shaping the future of entertainment in the MENA region.