Ramadan 2025 & Beyond: Trends Shaping Engagement
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As Ramadan approaches, digital and media consumption trends continue to evolve, blending tradition with technology. The holy month is a time for spiritual reflection, community, and shared experiences—now increasingly shaped by digital platforms. Here’s a look at current trends and what we anticipate for 2025.?
Faith-Based Apps Gain Popularity During Ramadan ??
Faith-based apps in the Middle East have seen significant growth, offering tools that enhance both spiritual practices and daily routines. During last Ramadan, the App Store introduced a "Ramadan Favourites" section, featuring apps like Recipes by Arabesque Kitchen for meal planning, Tiny Minies for children's educational content, and Shahid and JACO for Ramadan-themed entertainment. This surge in digital faith-based resources highlights a growing shift toward online platforms for everyday needs—presenting an optimal opportunity for brands to connect with their audience in a meaningful way.?
Our Head of CX, Anam Malik , underscores this trend by sharing: "With more and more people using digital apps and forums for life management and daily content consumption, brands have a great opportunity to embed themselves naturally in their customer’s daily life. Ramadan presents a perfect opportunity for brands to engage with customers in a deeply meaningful way. People only become loyal to a brand that resonates best with their values." She adds, "Personally, I rely on apps for everything—from my daily commute and food delivery to groceries and cleaning services."?
Changing Consumer Habits??
During Ramadan in the Middle East, consumer habits exhibit notable shifts in both digital and offline media consumption. Recent studies from 2024 and 2025 highlight these evolving patterns, particularly in TV, streaming, and social media usage.?
Connected TV (CTV) has emerged as the leading platform during Ramadan, surpassing traditional linear TV. A study by The Trade Desk indicates that 56% of respondents plan to spend more time streaming content on CTV during Ramadan compared to other times of the year, while 48% will watch more traditional TV. This shift underscores the growing preference for personalized, on-demand viewing experiences.?
Aseem Bhandari , our Head of Media Investments & Partnerships, emphasizes this evolution: “Over the past decade, I’ve witnessed a remarkable shift in media consumption during Ramadan in the UAE. There was a time when linear TV dominated, and digital played a minimal role. Today, while Radio and OOH continue to lead in traditional channels, the real opportunity lies at the intersection of these mediums with digital platforms. The synergy between the two isn’t just impactful—it brings brands into the heart of people’s daily lives during this sacred month.”?
Social media activity also peaks during key rest periods, notably post-Iftar and pre-Suhur. Platforms like TikTok have reported significant increases in content consumption, with entertainment content rising by 8%, sports content by 22%, and food and drink content by 23% during Ramadan. These insights reflect a dynamic media landscape where digital platforms are increasingly integrated into traditional practices, and consumer behaviors adapt to the unique rhythms of the holy month.
Looking Ahead to Ramadan 2025?
As we anticipate this year’s trends, we expect even greater integration of AI-driven personalized content, immersive digital experiences, and interactive live-streaming. E-commerce is likely to become even more seamless, with brands offering real-time shopping events and exclusive Ramadan promotions across digital platforms. Additionally, connected TV and audio advertising will play an even bigger role in engaging consumers in more personalized ways.?
Our Head of Digital Media, Irfan S Mirza , highlights why programmatic advertising is a game-changer during Ramadan: "With programmatic advertising continuing to evolve, Ramadan is an ideal time for brands to leverage data-driven insights to push personalized ads across multiple platforms. The key is delivering the right message, at the right time, to the right people. This year's Ramadan digital media budget prioritizes contextually relevant ads and personalized messaging based on user preferences and our chosen media channels. These approaches are set to drive deeper engagement and stronger results with our target audiences this year, building on last year’s learnings and pushing our impact even further."
Ramadan is a key time for marketers to connect meaningfully with audiences. Whether through targeted advertising on connected TV, engaging social content, or curated digital experiences, brands that align with consumer interests during Ramadan can create lasting connections. As digital habits evolve, embracing these shifts can help brands stay relevant, resonate with audiences, and celebrate the spirit of Ramadan in impactful ways.?
We’ll be sharing more data-driven insights in this space—follow along to stay ahead of the MENA marketing landscape.??
?Sources: YouTube Ramadan Insights, TGM Ramadan Global Survey 2024, Google Ramadan Insights, Esquire Middle East, Google Ramadan Insights, Campaign ME, Prensario zone?
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