WATCH IT, Egypt’s leading streaming platform and a subsidiary of United Media Services (UMS), has announced its first international partnership with Chinese entertainment powerhouse iQIYI, marking a major milestone in the platform’s global expansion strategy.
The partnership was unveiled during a high-profile event titled “China: A Night of Love in Beijing”, attended by senior dignitaries from both countries.
The signing ceremony included H.E. the Chairman of Egypt’s Supreme Council for Media Regulation, H.E. the Chinese Ambassador to Egypt, Minister Cao Shumin, President of the National Radio and Television Administration of China, and Nashwa Gad, Chairwoman and Managing Director of WATCH IT.
“This partnership marks a turning point for WATCH IT as we open new avenues for regional and international cooperation, starting with one of the most influential platforms in Asia,” said Nashwa Gad.
WATCH IT & iQIYI: A Strategic Step Toward Global Collaboration
The agreement reflects a growing cultural and audiovisual alignment between Egypt and China, with both parties aiming to boost content exchange, co-distribution, and joint productions.
It positions WATCH IT to significantly expand its reach in the Asian market, while introducing Chinese audiences to the richness of Egyptian storytelling.
WATCH IT has been Egypt’s most-watched streaming platform in 2025, celebrated for its wide-ranging catalogue of original dramas, documentaries, and educational series.
Through the iQIYI partnership, the platform aims to extend its creative influence and connect with a broader international audience.
This collaboration signals a new chapter in cultural diplomacy through digital media, as Egypt leverages its storytelling heritage and China its vast streaming infrastructure to foster cross-border entertainment innovation.
