Shahid’s Ramadan podcast strategy: smart, strategic, and keeps you in the universe

For Ramadan 2025, Shahid has launched two original podcasts—one focused on behind-the-scenes insights, the other on food and culture. Both are available in video and audio formats, reinforcing Shahid’s content ecosystem.

• "Behind the Scene" (hosted by Luba Abdel Aziz) offers an insider’s look at Shahid’s biggest Ramadan productions, featuring interviews with actors, producers, and executives.
• A culinary storytelling podcast (hosted by Saudi chef Mona Mosly) blends food, nostalgia, and celebrity culture, featuring Shahid stars and prominent regional figures discussing the emotional ties between food and memory.

Why this works

?? Extending engagement – Once audiences finish watching a series, they seamlessly transition into the podcast, deepening their connection with the content.

?? Content discovery & cross-promotion – Video-first podcasts, distributed on TikTok, Instagram, and Snapchat, introduce new audiences (especially younger demographics) to Shahid’s premium programming.

?? Following the Netflix & HBO playbook –

• Netflix has built a 14+ podcast ecosystem, with a mix of general entertainment shows and series-specific deep dives. The Love Is Blind: Aftershow Podcast extends the reality dating series’ drama, while Okay, Netflix and Skip Intro serve as broader discussion hubs for its catalog.
• HBO’s Succession Podcast and The Last of Us Podcast added depth to their hit series, blending analysis with insider commentary.

The bigger picture

The evolution of content consumption in the MENA region, particularly among Gen Z and Millennials, underscores a shift towards social-first, personality-driven media. This demographic's engagement patterns reveal a preference for intimate, interactive content over traditional formats.

• Dominance of podcast consumption in MENA: In 2024, Saudi Arabia reported that 59% of its population are regular podcast listeners, while the United Arab Emirates (UAE) saw 53% engagement.
• TikTok's expanding reach: TikTok is projected to reach 1.8 billion monthly active users by the end of 2024, with users opening the app an average of 20 times per day.
• Engagement with short-form video content: The media and publishing sector leads TikTok engagement, boasting an average engagement rate of 4.7% and 317 shares per post as of June 2024.

References:

https://www.adtonos.com/where-are-the-listeners-global-podcast-consumption-trends-in-2024/

https://thesocialshepherd.com/blog/tiktok-statistics

https://www.emarketer.com/content/media-publishing-dominates-tiktok-engagement-rate