Watch It, a privately owned company headquartered in Egypt, functions as a tier 1 media tech buyer. Founded in 2019 and employing approximately 40 individuals, the company specializes in media and TV services, operating as an Egyptian subscription video-on-demand service focused on Arabic and Egyptian entertainment. Launched on March 15, 2019, by United Media Services (UMS), the platform was established to digitalize Egypt's extensive artistic heritage and provide a centralized, secure home for modern Egyptian drama, cinema, and documentaries. By 2026, Watch It expanded its influence through international collaborations, including a partnership with HBO to co-produce and distribute its first international true-story original series filmed entirely in Egypt. The service offers a tiered subscription model, including Lite, Standard, and Premium options, and features an extensive library ranging from "Golden Age" classics of the National Media Authority to current Ramadan exclusives and original productions like Watch It Originals.
On April 12, 2026, LG Electronics deepened its partnership with MENA streamer Watch It, adding eight new Arabic channels to LG Channels in the UAE and extending the WATCH IT app across LG webOS home screens in Saudi Arabia, Kuwait, Iraq, and Jordan.
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