Ramadan 2025: the cross-generational, multi-platform content shift

Ramadan is the biggest media and consumer event of the year in the Middle East and North Africa (MENA). During this month:

? Ad budgets skyrocket – Brands spend 35–40% of their annual media investments in a single month, with MENA’s ad market projected to grow 8.1% in 2024.

? TV and streaming platforms battle for dominance – Shahid leads the streaming market with 22% share (3.6M subscribers), while StarzPlay follows at 18% (3M subscribers).

? Consumer engagement surges – 60% of MENA consumers report increased spending during Ramadan, and online shopping is expected to hit $39 billion in 2024.

But here’s what’s changed: audience habits have fractured.

Traditional Ramadan TV dramas still pull in massive viewership, but Gen Z and Millennials are consuming content on their terms—swiping, scrolling, and streaming on-demand. TikTok creators, podcasts, and social-first video formats are now competing for Ramadan viewership alongside traditional broadcasters.

This shift is forcing broadcasters, advertisers, and platforms to rethink their Ramadan content strategies—and the competition has never been fiercer.

?? The market: where the money flows

Ramadan remains the most lucrative media moment of the year in MENA:

?? Ad spending peaks – Over 35–40% of annual ad budgets are spent during Ramadan, with industries like telecom investing 90%+ of their yearly budget in this month alone.

??? Consumer spending surges – 60% of MENA consumers increase spending during Ramadan, with online shopping set to exceed $39 billion in 2024.

?? Digital ad budgets expand – Advertisers are shifting more of their Ramadan spend to streaming, social media, and influencer-driven campaigns, capitalizing on younger, mobile-first audiences.

Ramadan 2025 isn’t just about big-budget TV commercials—brands are doubling down on personalized, digital-first campaigns to capture shifting consumption habits.

?? The content shift: what’s trending this Ramadan?

?? Shorter series, bigger Impact – The 30-episode Ramadan drama format is fading. Platforms are cutting series to 15 episodes to keep storytelling tighter, binge-friendly, and more engaging.

?? Streaming vs. social video – TikTok, YouTube, and Snapchat creators are capturing more Gen Z viewership than traditional TV. Shahid, Viu, and Tabii are racing to adapt with shorter, digital-friendly formats.

?? Podcasts enter the Ramadan mix – 30% of Gen Z & Millennials in MENA now listen to Ramadan-themed podcasts daily, and Shahid is launching a podcast featuring interviews with its Ramadan stars, tapping into the region’s booming podcast consumption.

?? Interactive, social-first content grows – Platforms are experimenting with TikTok-style vertical videos, live streaming, and audience engagement tactics to stay relevant.

Ramadan 2025 will be the most digitally interactive season yet.

?? Who’s winning Ramadan 2025? The key streaming players

The battle for Ramadan audiences is heating up across multiple platforms:

• Shahid (MBC Group) – The region’s largest Arabic streaming platform, pushing premium productions and TikTok-style engagement with Shahid Shorts, a swipeable short-form video feature inside the app. Its high-profile lineup includes:
• Tabii (TRT’s Global Platform) – Türkiye’s answer to Netflix, expanding its Arabic-language content, tapping into the region’s love for Turkish dramas, and targeting Ramadan viewership.
• Viu – A hybrid free/premium streaming platform, balancing short-form, bingeable dramas and traditional Arabic content across Egypt, the Gulf, and Levant markets.
• Yango Play – The entertainment super app, launching multiple 15-episode Ramadan series, including "Al-Ghawy" starring Ahmed Mekky, designed for faster, more engaging storytelling.

Platforms are competing on multiple fronts—from big-budget productions to interactive, social-first storytelling, with the goal of owning Ramadan’s media attention.

? The big question: who owns Ramadan audiences?

This isn’t just a battle between TV and streaming anymore. The real competition is between:

?? Traditional TV vs. On-Demand Streaming

?? Long-Format Ramadan Dramas vs. Short-Form Social Video

?? Streaming Platforms vs. TikTok Creators & Influencers

?? Sources

• https://www.zawya.com/en/business/retail-and-consumer/mena-retail-spending-to-hit-66bln-during-ramadan-vmlvk6cj
• https://www.statista.com/statistics/1552207/mena-ramadan-shopping-behavior
• https://www.arabianbusiness.com/resources/ramadan-2024-empower-your-smb-with-big-goals
• https://cabsat.com/76-of-Middle-Eastern-consumers-say-tech-is-key-during-Ramadan-The-Trade-Desk
• https://omdia.tech.informa.com/pr/2024/may/omdia-streaming-video-revenues-in-mena-to-surpass-1-2bn-in-2024
• https://www.thestreaminglab.com/p/the-rise-of-svod-and-avod-on-shahid
• https://teamreddot.com/insights/ramadan-2025-beyond-trends-shaping-engagement