Specifically, Arabic content now represents over 25% of the total demand in MENA, almost doubling the demand seen in 2022.
The entertainment landscape is experiencing a major shift in consumer demand, with non-English content taking centre stage, according to new research from Rise Studios, in partnership with Parrot Analytics, the global entertainment analytics – exploring audience preferences for content genres and formats in the MENA region. The findings reveal an increasing desire for Asian language TV, as well as Arabic-language content, highlighting fertile ground for global and regional content producers.
According to the findings, there has been a remarkable surge in the demand for non-English content, accounting for 40% of global demand in 2023, up from 23% in 2018. Asian-language TV series, such as The Glory, have notably captivated international audiences, bridging the gap between demand and supply.
In the MENA region, non-English content now dominates over half of the demand, driven by a growing appetite for Chinese, Korean, and Japanese language content. This trend underscores the region’s increasing interest in diverse Asian language narratives.
The report identifies drama as the most sought-after genre, resonating across cultural boundaries. However, there has been a notable rise in the demand for animation content, growing from 6% to 12% in the past five years, appealing to both young and adult audiences.
Moreover, the study highlights a surge in the desire for Arabic-language content, indicating a burgeoning market for homegrown stories.
Amanda Turnbull CEO and co-founder of Rise Studios, said: “The region is in a transformative era in entertainment and our report highlights the nuances of audience preferences, paving the way to fully harness the potential of the market. At Rise Studios, we work with our strategic partners to scout for stories that resonate with the 375m Arabic speakers worldwide while also appealing to international viewers. By combining global appeal with local relevance, we produce content that is not only in high demand but also culturally rich, solidifying our presence in the global entertainment space.”
Wared Seger, CEO of Parrot Analytics, added: “Working alongside Rise Studios, we’ve uncovered the vibrant dynamics of MENA’s media consumption. This partnership is more than a venture into analytics; it’s a commitment to elevating the narrative richness of the region. Together, we’re unlocking the potential of data to craft stories that not only entertain but also connect and reflect the diverse tapestry of global audiences.”
Rise Studios, known for its investment in regional content markets, collaborates with strategic partners to identify content that resonates with Arabic-speaking audiences worldwide while also appealing to international viewers. The research, commissioned by Rise Studios and conducted by Parrot Analytics, underscores the importance of data-driven insights in shaping the future of entertainment.
