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During Ramadan 2024, the media and entertainment landscape across the Middle East and other regions with Muslim communities witnessed a significant transformation. This Holy Month not only accentuated spiritual observance but also brought a surge in media consumption driven by unique cultural and social dynamics. The following insights dive deeper into how various platforms maximized their content strategies to captivate and connect with audiences during Ramadan.

THE SURGE IN DIGITAL MEDIA

During Ramadan, digital platforms witnessed a notable increase in user engagement. For example, TikTok reported an 8% rise in entertainment content consumption as users sought light-hearted and culturally relevant distractions. Sports content on the platform experienced a remarkable 22% increase, likely driven by community viewing during evening gatherings. Additionally, food and drink content surged by 23%, reflecting the centrality of Iftar and Suhoor in daily Ramadan life. The diverse content range accommodated users’ varying needs, with peak activity occurring between Iftar and Suhoor.

PODCAST POPULARITY PEAKS

Podcasting has carved out a significant niche, especially among Gen Z and Millennials.

Approximately 30% of these younger audiences listen to podcasts daily during Ramadan, with an impressive 28% dedicating specific time post-Iftar to this format. This trend underscores a growing preference for personal and spiritual enrichment through audio content, providing a convenient way to engage with media while fulfilling Ramadan duties.

YouTube: A VERSATILE PLATFORM FOR RAMADAN CONTENT

YouTube continues to dominate Ramadan media consumption, especially among Indonesian viewers seeking spiritual and personal development content. The platform’s search data indicates a 2.3-fold increase in queries related to Islamic and Muslim lifestyle topics compared to the previous year. Furthermore, interest in health and wellness is evident, with a 60% increase in downloads of weight training videos, reflecting a trend towards maintaining physical health even during fasting periods. YouTube’s flexibility in offering long-form and short-form content allows users to tailor their viewing experiences, catering to their dynamic Ramadan schedules.

TELEVISION’S ENDURING APPEAL 

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. This unprecedented connectivity is dramatically reshaping how people engage with media, making consumption patterns highly fragmented. Users across MENA interact daily with a diverse array of devices and platforms, diversifying their media engagement more than ever before.

While social media remains significant, a notable shift is observed: 72% of online activity in the region now occurs on the open internet. This broad category encompasses websites, mobile apps, digital audio, video games, streaming TV, and digital out-of-home media. This trend underscores the growing importance of these platforms not only for routine engagement but also for specialized campaigns during Ramadan.

During Ramadan, connected TV stands out as a crucial medium for delivering premium content directly to viewers’ homes.  It offers advanced advertising capabilities for precise targeting, making it an increasingly popular choice for marketers during the holy month. This shift towards connected TV provides new opportunities for delivering tailored advertising experiences, enhancing the effectiveness of Ramadan campaigns across the MENA region.

Despite the increasing popularity of digital platforms, television remains a cornerstone of entertainment during Ramadan. TV channels across the region schedule prime-time dramas specifically produced for Ramadan, featuring themes of faith, morality, and community. These series often become cultural phenomena and are discussed extensively on social media and traditional media outlets. Moreover, special Ramadan-themed talk shows and variety programs provide nightly entertainment featuring popular hosts with scholars and celebrities’ guest appearances, reinforcing communal bonds.

In celebration of Ramadan 2024, Shahid launched two popup channels: Ramadan “Ma’na_GCC” and Ramadan “Ma’na_series.” Similarly, STARZ ON launched two cooking channels in partnership with Roya Media Group: Roya Kitchen and Chefman.

 

 

STREAMING PLATFORMS ADAPT TO RAMADAN RHYTHMS

Streaming services like Shahid and MBC Ramadan adjusted their content offerings significantly during Ramadan, curating special sections for Ramadan dramas and religious programming. These platforms report a spike in viewership, with drama series being particularly popular. The convenience of on-demand viewing allows families to watch together after breaking their fast, fitting seamlessly into Ramadan’s nightly rituals.

DID YOU KNOW?

The TV production industry in Egypt relies heavily on demographic profiles to target various audience groups and determine the artistic approach used in each show accordingly.

Traditionally, producers categorize content into three main groups: “Class A,” “Class B,” and “Class C,” which correspond to different audience segments.

The third category, “Class C,” is usually called a “Shaabi Drama,” its events occur in developing areas of Egypt. Meanwhile, “Class A” titles are often dramas or romantic series, which have been dubbed “compound dramas” in reference to the residents of gated communities and luxury residential complexes they portray.

In the late 1970s and throughout the 1980s, Egyptian TV produced Fawazeer Ramadan (Ramadan Riddles), which first aired on radio before its transfer to television

During the 1990s, telenovelas imported from South America captivated television viewers across the Arab world.

With the emergence of Arab satellite channels in the mid-1990s, Egyptian Musalsalat gained popularity in the region. Series like Aaylat Al Hajj Metwalli (The Family of Al-Hajj Metwalli) aired during Ramadan, setting a precedent that has continued to this day.

However, the expansion of Arabic satellite channels solidified the tradition. In the 2000s, these channels invested heavily in their Ramadan offerings, creating shows with high production values. Syrian soap operas, such as Bab Al Hara (The Neighbourhood’s Gate), played a central role in shaping the modern form of Musalsalat. Since the beginning of the conflict in Syria, other countries in the region, mainly Kuwait, the UAE, and Jordan have emerged to take Syria’s place as significant producers of the Ramadan series.

FORWARD-LOOKING INSIGHTS

As we anticipate future Ramadans, it is clear that media consumption will continue evolving with technological advancements and shifting viewer preferences. Streaming platforms will likely invest more in original content tailored for Ramadan, possibly incorporating interactive elements like live discussions and viewer polls to increase engagement. Furthermore, with improved global connectivity, the cross-pollination of Ramadan content across different regions could introduce new genres and formats, enriching the cultural tapestry of this holy month.

Conclusion

Ramadan holds profound cultural significance, and the media consumption during this period provides key insights into Muslim audiences’ evolving preferences and behaviors. As platforms continue to innovate and tailor their offerings, they not only cater to the immediate needs of their viewers but also shape the future landscape of media and entertainment in regions with Muslim communities.

Sources:

• https://www.muslimadnetwork.com/05/02/2024/ramadan-2024-and-tiktok/
• https://www.thinkwithgoogle.com/intl/en-apac/consumer-insights/consumer-trends/ramadan-2024-indonesia-consumer-insights/ https://aps.aucegypt.edu/en/articles/1381/media-reflecting-reality-do-the-ramadan-2024-tv-series-deny-economic-realities-in-egypt https://www.thenationalnews.com/opinion/how-arab-tv-dramas-became-a-staple-in-ramadan-1.69677
• The Media Rating Company
• KSA TAM Project: In-Home viewership on the TV set

DICM and E-Ramadan Content Market Releases Ramadan Report

CONTENT CONSUMPTION INCREASED DURING RAMADAN 2023

TV viewership during Ramadan tends to increase significantly from 3 hours and a half before Ramadan to almost 5 hours per day.

Ramadan and television have traditionally been a match as families gather around their living room TV to enjoy and share special moments from dawn to dusk. In the MENA region, there has historically been a significant increase in media consumption during the month of Ramadan partly because many popular television shows and dramas are broadcasted during this time.

Ramadan Series – Trends and Top Stories

More than 50% of yearly acquisition budgets are spent on Ramadan grids as broadcasters and platforms scramble to gain a competitive advantage in grabbing what’s left of TV ads spent in the region.

Arab viewers are proving to be less interested in slow-paced and longer-running shows catered for the region

This Ramadan season, 1001, the emerging Video on Demand (VOD) platform, made a significant mark in the world of digital entertainment by recording a remarkable 1.18 million hours of viewing since its launch just prior to Ramadan.

Three unique shows — “Iktiham” (Break In), “Majnoon Sara” (Crazy About Sarah), and “Muhtawa Khabet” (Cloudy Content) — drove this successful viewership, striking a chord with audiences during the holy month.

William Page, Chief Strategy Officer of 1001, stated: “Reaching 1.18 million hours viewed during Ramadan after having only just launched is a significant achievement that speaks volumes about our commitment to resonate with our viewers’ experiences and emotions during this sacred time. Our programming during Ramadan was specifically curated to mirror the values of empathy, unity, and reflection that are amplified during this Holy Month. This success fuels our dedication to create and deliver culturally relevant, high-quality content that truly connects with our viewers.”

8 in 10 people use SVOD during Ramadan

Commenting on the success stories for Ramadan this year, Rabee Alhajabed, Owner and General Manager at Rabee Alhajabed Art Production & Distribution FZ LLE, mentioned: “It was a pleasure for us this year to distribute first-run Ramadan series from the MENA region, such as “Zoqaq Al Jinn,” a Syrian series sold to Palestine Broadcasting Authority, and “April Fool’s,” a Kuwaiti series sold to Shofha platform based in Cairo and Dubai, along with other Arabic and Western documentaries and animated content.”

On the same note, Beirut based production powerhouse Cedars Art Productions had one of its best Ramadan runs ever with eight new series that all scored stellar ratings during the region’s peak TV season across the Arab world.

Jordan’s Roya TV launched 16 FAST channels, including Roya TV, Roya Drama, Roya Comedy, Roya Kids and a pop-up channel for Ramadan.

“Year after year, Roya Media Group continues its series of accomplishments, through its various platforms and services that it provides to its audience making its way into every home in Jordan and the Arab World,” said Zeina Eltal, Group Corporate Communications and Business Development Manager at Roya Media Group.

One of the companies under the umbrella of Roya Media Group is The Show Services, which achieved great success during the 2023 Ramadan season. Among the productions that were distributed to the Arab world was Jalta ‘Kebrat Al-Eileh’ series, which was distributed to Al-Arabi 2 TV, Qatar TV, and Watch IT platform.

Zeina added: “We are happy to announce that Jalta ‘Kebrat Al-Eileh’ won the best Jordanian TV series during Ramadan 2023, according to a poll conducted by ET Bel Arabi.”

SVOD platforms have gained significant traction and according to Ipsos, 8 in 10 people used this platform during Ramadan, with Shahid VIP and Netflix being the top used platforms. Arabic series take the lead when it comes to the most watched type of programming.

Along with widened distribution and added viewership, streaming platforms and competitive programming are pushing producers to offer increasingly modern storylines and series shorter than a month’s worth of 30 episodes. Especially during the COVID-19 pandemic, Ramadan TV has offered a window on places viewers couldn’t travel to with added cultural insights and experiences.

During Ramadan, people mainly consume sports and documentaries on video streaming platforms, but as we can see below, subscribers were bingeing other genres as well:

31% Sports
31% Documentaries
29% Religious Content
27% Arabic Series
27% International TV Series
24% Entertainment
24% Western Movies

During the Holy Month, research shows that television viewership increases by up to 80% in many regions worldwide, which is also evident with the yearly increasing number of buyers participating in the Dubai International Content Market (DICM) and E-Ramadan Content Market. During this time, Muslim-focused channels traditionally launch new programmes and series highly anticipated by viewers and designed to bring families together. E-Ramadan Content Market, an online event created by DICM, is aimed at fulfilling this high demand as it provides an opportunity to browse through and view the latest titles especially tailored for Ramadan and exemplifying its rich values.

While satellite channels have delivered programs like these to millions of Arabic speakers for decades, streaming platforms are on the rise. This is why the Dubai International Content Market, E-Ramadan Content Market, and the Content Market Webinars by DICM offers global and regional media and entertainment companies the opportunity to expand their business, showcase new content and services, meet with key buyers and end-users, develop partnerships, and increase visibility and sales within the Middle East, Africa, and beyond.

For more insight into Ramadan content, tune in on June 21, 2023, to the “Best of Ramadan 2023” live webinar run by the Content Market Webinars by DICM where key players from the industry will discuss the trends and, in addition to presenting and showcasing their exclusive content.

For more details, contact:

Irina Deaconu
Marketing and Communication Manager
Tel: +971 4 520 8888
Email: irina.deaconu@index.ae

Over 900 meetings held during event, 60 exhibiting companies present
More than 600 participants from 50 countries
DICM 2023 to be held in Madinat Jumeriah Conference Centre to accommodate larger audience

Dubai, UAE – 25 November 2022: The Dubai International Content Market – DICM 2022, concluded on a high note and set an all-time high in attendance and business meetings held. More than 900 meetings took place where more than 600 participants and 60 exhibiting companies from 50 nations gathered at the Jumeriah Beach Hotel Conference Centre during the two-day event.

With a wide international representation and dedicated country pavilions that included Türkiye – this year’s Country Guest of Honour, as well as exhibitors from the Middle East, Europe, CIS region and South East Asia. DICM proves that it continues to be the gateway to tap into markets from the Middle East, Africa, and beyond.

DICM was no short of surprises this year as organizers made two major announcements revealing the opening of the E-Content Market by DICM, which is an online trading platform for buyers and sellers within the content community across the globe. During the second announcement, organizers stated the next DICM event will be held in a larger venue at the Madinat Jumeriah Conference Centre to accommodate the event’s growth as well as the expanding business interests of all those involved.

Mr. Rafael Herrera, Strategic Consultant for Mediapro – Spain, stated: “We are happy to be here in Dubai. We specialize in media production and consultancy services, and we are really interested to introduce our services in the Middle East market. It was exciting to be at DICM this year and it is such a great opportunity to expand post-pandemic since the market has opened so much here”.

DICM is the leading and most exclusive event which is specially designed and structured for content producers and distributors looking for development opportunities with broadcasters and other various platforms.

Ms. Wafa Aqel, Content Acquisition & Sales Manager at Abu Dhabi Media – UAE, stated: “DICM is a very nice event, well organized and there is a variety of content which is provided by the exhibitors”.

Mr. Emre Görentaş, Head of Sales for US and Middle East Region at ATV – Türkiye, stated: “This is our second year participating in DICM and we are very happy to be here. This year we have seen more buyers and participators at this event, so we will also be here next year as well.”

Ms. Rehima Awol Ibrahim, Programming and Content Manager at Kana Television – Ethiopia, stated: “I have been attending DICM since the first edition and it’s growing and improving year by year and has become a reliable content market for us. I meet the important players from the Media sector and have fruitful meetings. I hope to get the needed content for our channel Kana and seal deals”.

Notable dignitaries also visited the event to show support for their countries own homegrown content, including this year’s Country Guest of Honour, Türkiye, who received a visiting delegation the first day that included H.E. Ahmet Misbah Demircan, Deputy Minister of Ministry of Culture and Tourism in the Republic of Türkiye; H.E. İlker Kılıç, Consul General of the Republic of Türkiye in Dubai; and Mr. Münir Üstün, Member, Executive Board of the Istanbul Chamber of Commerce, who were all welcomed by Eng. Anas Al Madani.

Korean content has seen heightened global popularity in recent years, partly in thanks to K-pop and K-dramas, which keeps viewers hooked to interesting and suspenseful storylines. As such, the Korea Creative Content Agency – KOCCA, as the umbrella government agency for promotion of Korea’s content industry, supports content production in several genres as broadcasting and engages in planning, creative production, distribution, and expansion into overseas markets.

Ms. Hyo Jin Lee, Project Manager at KOCCA – South Korea, stated: “We brought five companies here to showcase their content to support them and help to release and distribute their content abroad, so we were very happy to be at DICM and introduce our content to buyers. We met with many people and buyers who were very happy with our content and we are looking forward to being here again next year.”

Mr. Rabee Alhajabed, General Manager of Rabee Alhajabed Art Production & Distribution – UAE, stated: “As a producer and distributor, it was such a pleasure for me participating in DICM this year, as I managed to meet new potential buyers and sellers to discuss future collaboration opportunities, as well as reconnecting with our current clients.”

The Dubai International Content Market is organized annually by INDEX Conferences and Exhibitions Organization Est. – a member of INDEX Holding. The DICM 2023 edition will be held on the 22nd and 23rd of November at the premium Madinat Jumeirah Conference Centre in Dubai and will continue to welcome people from around the world.

For more information, please contact:

Abdel Rahman Rabie                                                        Irina Deaconu
Public Relations Executive, INDEX Media                  Marketing & Communications Manager
Email: abdelrahman.rabie@index.ae                           Email: irina.deaconu@index.ae
Phone: 00971504807187                                                Phone: 0097145208888

39% Increase in Online Spending as Streaming Services Take Over Screens During Ramadan

Dubai, United Arab Emirates, ——- July 2022

For many Muslims around the world, the month of Ramadan is a time of fasting during the day while embracing spirituality, almsgiving, and kindness. Ramadan is also known to be one of the biggest viewership seasons, particularly in the MENA region, as research has shown that online consumer spending reached $6.2 billion this year. Comparing this number to the previous year, online spending has increased by 39%.

Ramadan offers content sellers and buyers a golden opportunity to connect with highly engaged, addressable consumers that are ready to make purchases.

A recent content market webinar hosted by Dubai International Content Market has highlighted that constant change is nothing new in the media environment as it has long experienced changes in consumption, target audience and viewership in general. Ramadan, however, completely reconstructs
the typical viewer behaviour with regards to material intake as it recorded a significant impact on how current formats evolved and developed, making it more challenging for content enthusiasts to predict how consumers will behave over the upcoming holy month of Ramadan.

Commenting on the increase of viewership during the holy month, Peter Mrkic, Chief Commercial officer at Intigral shared: “Jawwy TV’s overall performance was phenomenal in Ramadan this year as we recorded a significant growth in the number of subscribers compared to previous years along with double digit growth in the number of active viewers and overall viewership hours. Our data shows that live TV consumption would peak around Iftar time between 6 pm and 8 pm, whereas VoD content was more frequently streamed between midnight and Sohour time. Accounting for the majority of total viewership time, our linear content resonated mostly with viewers from all ages, with Jawwy’s TV bringing numerous family-friendly programs for all family members to enjoy.”

On the other hand, Tareq Abu-Lughod, Co-Founder and CEO of Istikana highlighted the different approach some services might be using: “Ramadan is a high consumption season for traditional 30-episode drama series. Most platforms line-up a number of titles on a catch-up basis (after TV) for their audience which also provides convenience.”

Change is key:

Ramadan offers content sellers and buyers a golden opportunity to connect with highly engaged, addressable consumers that are ready to make purchases. Increased video consumption during this time promotes engagement.

This can also go back to the time of the pandemic, as the world experienced a major lockdown which resulted in families and individuals bonding over online broadcasting services such Netflix, Amazon Prime, Hulu, Shahid, Starz Play, WatchIT and the list goes on. This resulted in the improvements of these platforms as they saw a huge demand for quality content that accommodates the new generations. Social media channels also witnessed a major rise in the duration of consumption as users have been using social media more frequently which is a clear indication that millennials are more vocal on these networking apps and are seeking content that they can relate to.

Mr. Mrkic stated: “With our commitment to our strategy which prioritizes our audiences and their needs, we have been making significant progress in meeting their demands. To illustrate, a recently conducted survey revealed a high brand satisfaction rate of 78% with users saying they are likely to continue using the service due to content quality, ease of use and great value for money.”

He added: “By listening to our customer base, we strategically expand our library of movies, shows, and programs from diverse genres and multiple content providers. Additionally, we now have our streaming service available through a wide range of devices, from smartphones, tablets, and PCs, to numerous smart TV’s and gaming consoles. Such strategies have significantly contributed to enhancing our value proposition, allowing Jawwy TV to become the preferred entertainment App during Ramadan this year.”

Dubai International Content Market and E-Ramadan Content Market offer global and regional media and entertainment companies the opportunity to present new content and services.

Target Audience Needs:

During Ramadan, streaming services successfully identified their target audience and generated key online behavioural insights which assisted them in building strong creatives and achieve effective broadcasting plans which resulted in improved engagement with their audiences.

In the past, content marketers have missed out on many opportunities as they centred their media campaigns around themselves rather than the ones who will be watching, but nowadays, content creators on streaming services are focusing on listening to what the new generation wants and how they can deliver to these users who are considered a huge portion of the viewers. “According to our data, young adults (25 – 28 years) comprise the largest demographic of our viewership owing to the wide variety of the latest titles that resonate with them. We have more than 200 live TV channels and a continuously expanding library of more than 28,000 Arabic and Western titles, curated through partnerships with more than 30 content providers such as MBC, OSN, Fox, Wide Khaliji, Starz Play, Discovery and Shahid VIP. In addition to bringing popular and in-demand content for younger generations to enjoy, Jawwy TV delivers top-quality streaming and video quality through an attractive and easy-to-use interface where all viewers can make the most of a one-stop-shop with one subscription that provides access to all their favourite content.”, stated Mr. Mrkic.

A dedicated Marketplace:

Needless to say, while satellite channels have delivered programs like these to millions of Arabic speakers for decades, streaming platforms are definitely on the rise, that’s why DICM, E-Ramadan and the Content Market Webinars offer global media and entertainment companies the opportunity to expand their business, showcase new content and services, meet with key end-users and buyers, develop partnerships and increase visibility and sales.

DICM has built an award-winning reputation where the annual event has hosted a wide range of international sellers and buyers from the Middle East, Central Asia, Türkiye and beyond.

The event’s success is based on the Content Business Hub providing all participants countless organised business meetings between sellers and pre-selected buyers.

E-Ramadan, an online event, is structured around the same Content Business Hub platform purely focusing on organising meetings between international sellers and buyers from around the globe acquiring content to be aired during the holy month of Ramadan.

For more details, contact:

Irina Deaconu
Marketing and Communication Manager
Tel: +971 4 520 8888
Email: irina.deaconu@index.ae
www.dicm.ae
23 – 24 NOVEMBER 2022
www.ramadancontentmarket.com
6 – 7 DECEMBER 2022

Dubai International Content Market organized the session “Focus on Formats” this week, gathering Jin Woo Hwang, founder and president/executive producer, Something Special (Korea) and Miroslav Radojevi, sales director, MENA, Global Agency (Turkey). Moderated by Prensario International’s Fabricio Ferrara, the panel offered top trends and focused on the international co-developments and co-productions.

DICM Awarded Best Annual Media Industry Event – MENA

DICM connected over 50 international and MENA based companies

450 buyers and visitors from 60 countries attended

Dubai, UAE, 28 June 2022: The Dubai International Content Market (DICM) has been awarded the Best Annual Media Industry Event in the Middle East and North Africa region. The annual event offers brands in the global and regional entertainment, media, and content industry an interactive platform that allows them to explore the regional market and further develop their businesses.

DICM is the only leading event specifically designed and structured for content producers looking for development opportunities in the region that are willing to connect with broadcasters, media and entertainment platforms to expand their distribution network.

Since its inception, DICM has played an important and pivotal role for the content industry in the region, paving the way for many international content producers to enter into the market

With loyalty being a core value of DICM, it has built and nurtured long-term partnerships with its participants every year, which has in turn earned a reputation in the industry for being a high-quality platform that delivers a valuable and memorable experience to all visitors and exhibitors.

DICM has been a pioneer in the region by acting quickly to fill the gap in the market and dedicate itself to the Middle East and North African content community by nurturing its development while gathering content sellers and buyers together in the same room. While remaining focused on its main objectives, the event has expanded its geographical outreach and developed new services to better support its attendees.

In a rapidly evolving global market, DICM is constantly adapting and enhancing the way it operates by providing innovative and pioneering solutions as showcased through its Content Business Hub, which features over 10,000 hours of content to browse through and preview. The Content Business Hub is a focused platform which helped content sellers pre-schedule more than 800 meetings with qualified buyers over a two-day period in the 2021 edition alone.

DICM 2021 edition had connected over 50 international and MENA based exhibiting companies, including four country pavilions from Türkiye, Russia, South Korea, and Spain to over 450 buyers and visitors from more than 60 countries.

As an added value to keep industry professionals engaged and updated with the latest trends and news, DICM also initiated The Content Market Webinars, a series of free webinars presenting the latest trends, novelties, news, and opportunities in the industry.

DICM’s testimonials speak for itself as key media executives praised DICM as a must-attend event which provides a regional platform that helps the media community grow their  businesses and build their network for new opportunities.

Eng. Anas Al Madani, Vice Chairman and Group CEO of INDEX Holding, stated: “I would like to take this opportunity to sincerely thank all our sponsors and participants for their continued support and collaboration that has enabled us to reach these heights, making DICM an example and a reference point in the content media sector in the region.

He continued: “I look forward to an even more fruitful partnership in the future, thus making DICM a destination for content producers, platforms, and broadcasters from around the world.”

The Dubai International Content Market is organised annually by INDEX Conferences and Exhibitions Organisation EST., a member of INDEX Holding. The DICM 2022 edition will be held on the 23^rd and 24^th of November at the Jumeirah Beach Hotel Conference Centre in Dubai and will welcome over 60 exhibitors and more than 600 buyers and visitors from around the world.

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