ARY Digital has pulled its dramas from YouTube as of September 17. The channel is one of the country’s most popular entertainment brands. Viewers can no longer stream its shows there. Instead, all programming now streams exclusively through the ARY Plus application. Entertainment journalist Maliha Rehman first reported the shift on Instagram.

The change is significant given the scale of ARY’s YouTube presence. The channel has over 68 million subscribers. It has long been one of the most-watched in Pakistan. Dramas like Dar-e-Nijaat and Bas Tera Saath Ho have racked up millions of views. Additionally, 2024’s Kabhi Main Kabhi Tum amassed 206 million views across 34 episodes. Notably, 60 million people watched the finale on YouTube alone, despite it also airing on TV and in theatres.

ARY Plus already hosts the group’s expansive catalogue of shows and telefilms. The app also carries films from ARY Films. It streams the group’s TV channels live as well. Therefore, this shift builds directly on infrastructure ARY has quietly developed over time.

More importantly, this move fits into a bigger conversation. In July, CEO Salman Iqbal backed Planning Minister Ahsan Iqbal’s comments about a homegrown Pakistan streaming platform. The goal is reaching global audiences with local content. Salman said the industry had already worked hard to popularize Pakistani media abroad. He argued that Pakistan has the technology and talent to succeed.

Furthermore, Salman revealed that Netflix had approached ARY about licensing content. However, the company turned the offer down. He explained that the global audience for Urdu content exceeds one billion people. That number, he believes, is large enough for Pakistan to build its own path. Meanwhile, ARY’s pivot toward its own app suggests early groundwork for a larger Pakistan streaming platform. Finally, whether this becomes the country’s answer to Netflix remains to be seen.