MENA digital media spending to rise 14% in 2025
Media consumption in the United Arab Emirates is evolving rapidly in 2025, driven by the rise of streaming services and social media, according to a new report by YouGov. One in three residents now spends more than three hours each day consuming media, reflecting a broader trend across the Middle East where digital platforms dominate daily routines.
Television remains significant, with over 20% of UAE viewers watching live broadcasts for more than three hours per day. Netflix leads the subscription streaming market, while regional players are expanding Arabic-language content to meet growing demand. Older residents are slightly more likely to consume over an hour of media daily, while younger audiences prefer on-demand formats.
Streaming surge
Radio continues to hold its audience, but with shorter sessions. Around 78% of UAE radio listeners tune in for less than three hours a day, while podcasts attract younger demographics, with two in five streaming for under an hour per day. A third of podcast listeners tune in before bedtime, indicating a shift in audio consumption habits.
Social media remains the most influential medium in the UAE. More than seven in 10 residents use platforms while consuming other content, underscoring the dominance of multi-screen engagement. YouTube, Instagram, and Facebook top the list, while TikTok, LinkedIn, Snapchat, and X show higher usage compared to global averages. In Saudi Arabia, a similar trend is observed, with over 80% of adults actively using social platforms daily.
Advertising influence is pronounced, with 64% of UAE users reporting that they have made purchases after seeing ads on social media. This aligns with the growing adoption of e-commerce across the Gulf, where smartphone penetration exceeds 95%, according to GSMA data. In Egypt, meanwhile, social media-driven shopping is expanding as mobile internet adoption passes 65%.
Digital shift
Across the MENA region, digital media spending is projected to rise by 14% in 2025, according to Statista. The UAE and Qatar are key growth hubs, supported by investments in fibre-optic networks and 5G technology. Short-form video and influencer-led campaigns are expected to shape brand strategies, while sports streaming and ad-supported platforms compete for market share.
Traditional television and radio continue to hold cultural significance, particularly during events such as Ramadan broadcasts and national celebrations. However, the market is fragmenting as consumers shift towards personalised and mobile-first experiences. Arabic originals, regional sports rights, and hybrid subscription models are expected to drive future growth.
In North Africa, where internet penetration averages around 50%, streaming adoption is rising steadily. Egypt and Morocco are seeing a surge in affordable mobile data plans, enabling new digital audiences. For advertisers, this presents opportunities to target young, multilingual populations increasingly consuming video on mobile devices.
The UAE remains a bellwether for the region’s digital media evolution. With one of the world’s highest mobile internet adoption rates and a growing appetite for streaming, the country continues to shape content and advertising strategies for the broader Middle East.
The data indicates that successful strategies in 2025 will combine entertainment, commerce, and social engagement, while adapting to diverse cultural and linguistic preferences. As competition intensifies, the focus will shift to capturing attention in a rapidly evolving digital landscape.
Image: The UAE remains a bellwether for the digital media evolution in the MENA region. Credit: Atahan Demir
