Watch It, a privately owned company headquartered in Egypt, was founded in 2019 and employs approximately 40 individuals. The company reported $2.5M in revenue as of 2023 and is a tier 3 media tech buyer. The company specializes in media and TV services, functioning as an Egyptian subscription video-on-demand (SVOD) service specializing in Arabic and Egyptian entertainment. Launched by United Media Services (UMS), the platform was established to digitalize Egypt's artistic heritage and provide a centralized home for modern Egyptian drama, cinema, and documentaries. Watch It has 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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