Hosted by Lubna Bouza, the show caters to both TV and social media audiences in the delivery of its content, generating nearly 34m organic content impressions in just three months since its launch.
Sky News Arabia‘s programme Business with Lubna has become the channel’s second most-viewed show on social media platforms, offering insights into Arab audience preferences for news content.
Hosted by Lubna Bouza, the Head of Business News and Presenter at Sky News Arabia, the show adopts a straightforward and conversational style, making business news accessible without complex jargon. Each episode covers a blend of current and evergreen topics, featuring a variety of experts who provide in-depth analysis on subjects ranging from the economics of luxury bags to the applications of ChatGPT 4o.
Since its launch in May, the show has organically reached nearly 34m people across social media in just three months. It appeals to a broad demographic, from Gen Z to Gen X, and attracts both male and female viewers throughout the MENA region. The programme’s success is attributed to its hybrid TV and digital platform delivery, allowing it to connect with a diverse audience.
Short clips from the show, shared on various platforms, have reached a wide audience across the Arab world. On Instagram, the clips have garnered 12.4m views (36.56% of the total), while TikTok videos have reached 12.3m views (36.23%), with an average watch time of 37 seconds, the highest among all platforms. TikTok also boasts the second-highest engagement rate, with 440,000 interactions.
Speaking about the success of the programme, Rani R. Raad, CEO of IMI, said: “IMI is on a journey to transform the way each of our operating assets produces and delivers news, knowledge, and factual entertainment to contemporary audiences around the world. As part of this journey, Sky News Arabia is undergoing a series of major changes as they aim to deliver engaging content created for modern-day viewers. Business with Lubna is the first of many changes geared to reach new consumers while enriching the engagement experience of existing ones, all as part of our ambition for Sky News Arabia to be the world’s leading Arabic news network.”
Business with Lubna is one of several new programmes launched on Sky News Arabia in recent weeks, including Morning with Maha led by Maha Abdullah and the sports programme Counter Attack with presenter Moosa Al Balushi. The transformation of the channel is led by its General Manager, Nadim Koteich who was appointed in January.
Nadim Koteich commented: “The evolution of our programming line-up and content offering is a testament to IMI’s strategic vision of refining and innovating our content delivery to meet the ever-changing needs of our audiences. At Sky News Arabia, we have experienced first-hand the profound impact digital platforms have had on the way people consume news and information. The evolution of news consumption that has placed online platforms on par with linear TV has been remarkable, and by developing programmes with a digital audience in mind, we are not only expanding our reach but also offering our viewers the flexibility to engage with content on their own terms. We are thrilled with the positive response so far and look forward to witnessing the continued success of Business with Lubna.”
The show’s appeal spans generations and regions, with significant viewership in Algeria, Iraq and Saudi Arabia on Facebook, and among 35- to 44-year-olds, as well as 25- to 34-year-olds on TikTok. The programme covers trending business topics and the impact of global news on regional economies, with viewers engaging in discussions in the comment sections of social media posts.
Lubna Bouza added: “From the data we have, it is clear that our presentation style is strongly resonating with audiences from different age groups, genders, and nationalities. Our objective is to move away from the noise to get to the bottom of the news and offer a deeper understanding to anyone from CEOs and entrepreneurs to those exploring the world of business for the first time. I am humbled to see the success of the programme, and I want to give a big ‘thank you’ to the team working tirelessly with me each day to deliver this unique product.”
Business with Lubna airs Monday through Thursday at 15:30 UAE time on Sky News Arabia.
