According to Google's "Ramadan Insights" research, households in the MENA region have the highest number of internet-connected devices globally, with an average of 14 devices per household.
Digital platforms have experienced a significant uptick in user engagement during the holy month of Ramadan 2024, according to a recent Ramadan report by Dubai International Content Market.
TikTok, the short-form video platform, reported an 8% increase in consumption of entertainment content as users sought culturally relevant distractions. Notably, sports content saw a remarkable 22% surge, likely fueled by communal viewing during evening gatherings. Additionally, food and drink content witnessed a substantial 23% rise, reflecting the importance of Iftar and Suhoor in daily Ramadan rituals. Peak activity on TikTok occurred between the Iftar and Suhoor periods, accommodating users’ diverse needs.
In the media landscape of Ramadan 2024, the Middle East and other regions with Muslim communities witnessed a notable transformation.
YouTube emerged as a dominant force in Ramadan media consumption, particularly among Indonesian viewers seeking spiritual and personal development content. The platform saw a 2.3-fold increase in searches related to Islamic and Muslim lifestyle topics compared to the previous year. Moreover, there was a surge of interest in health and wellness, with a 60% rise in downloads of weight training videos, reflecting a trend towards maintaining physical health during fasting. YouTube’s versatility in offering both long-form and short-form content caters to users’ dynamic Ramadan schedules.
Podcasting gained significant traction, especially among Gen Z and Millennials, with approximately 30% of these demographics listening to podcasts daily during Ramadan. A noteworthy 28% dedicated specific time post-Iftar to this format, indicating a preference for personal and spiritual enrichment through audio content.
Google’s “Ramadan Insights” research revealed that households in the MENA region have the highest number of internet-connected devices globally, averaging 14 devices per household. This connectivity is reshaping media engagement patterns, with users interacting daily across a diverse array of devices and platforms.
While social media remains influential, a notable shift towards the open internet is observed, with 72% of online activity in the region occurring outside social media platforms. This underscores the growing importance of websites, mobile apps, digital audio, video games, streaming TV, and digital out-of-home media during Ramadan.
Connected TV emerged as a crucial medium for delivering premium content directly to viewers’ homes, offering advanced advertising capabilities for precise targeting. This trend presents new opportunities for marketers to tailor advertising experiences during Ramadan across the MENA region.
Television remains a cornerstone of entertainment during Ramadan, with TV channels scheduling prime-time dramas featuring themes of faith, morality, and community. Special Ramadan-themed talk shows and variety programmes further reinforce communal bonds.
In celebration of Ramadan 2024, Shahid launched two pop-up channels, “Ramadan Ma’na_GCC” and “Ramadan Ma’na_series,” while STARZ ON introduced two cooking channels in partnership with Roya Media Group.
Streaming services like Shahid and MBC Ramadan curated special sections for Ramadan dramas and religious programming, reporting a spike in viewership, particularly for drama series. On-demand viewing convenience allows families to watch together after breaking their fast, seamlessly integrating into Ramadan’s nightly rituals.
The TV production industry in Egypt relies on demographic profiles to target various audience groups, categorising content into “Class A,” “Class B,” and “Class C.” This tradition has evolved over decades, with Egyptian Musalsalat gaining popularity in the region, shaped by high production values and regional influences.
