The power of podcasts and audio streaming in MENA

Broadcast Pro

19-05-2025

The Arab podcast industry is advancing rapidly, driven by growth in the region's digital culture and a heightened desire for learning. Community-like discussions, conversational content and a sense of reliability have increased podcast popularity.
Amidst this interest and enthusiasm, media houses and streaming platforms have an important role in shaping Saudi Arabia's audio landscape and accommodating new technologies that help the segment.
At the BroadcastPro Summit KSA in February 2025, the rise and impact of podcasts was discussed by an eminent panel moderated by Joe Morrison, Live Television Anchor and Commentator, Saudi Pro League. The rest of the panel consisted of Alexander Agishev, Head of MBC Loud FM Station; Ahmed Raafat, GM and co-founder, Takwene; and Zeina Tabbara, Multimedia Producer and Content Strategist at Asharq Podcasts.
Typically an audio medium, podcasts have ventured from audio to video in recent times and their prominence, whether scripted or unprepared, has tripled in the region and especially in Saudi Arabia. Setting the tone for the discussion, Morrison aimed to determine what exactly a podcast is – whether audio, audio-video or video only.
Essentially an opportunity to tell a story, podcasts are longform content that sit on multiple platforms, and podcasters must be good storytellers. They must also be informative, explained Alexander Agishev.
'These days, podcasts have moved more into video podcasts or vodcasts, and it is important to make sure you're maximising your content across multiple platforms and not just the audio space. For us at MBC Loud FM, which is the first English commercial station in Saudi Arabia, it opens the prospect of translating it to a radio show.'
Video has become a very important component. 'TikTok has become a major discovery platform – it's now the key tool for discovering podcasts and driving their distribution. In Saudi Arabia specifically, I refer to this as the first wave of podcasters,' said Zeina Tabbara.
She added that while benefits include lower cost of production and distribution and the accompanying freedom to experiment, what's exciting about the Arabic podcast landscape, especially Saudi Arabia, is that it is a creator-led landscape with independent creators. 'You don't see a lot of the big behemoth media or legacy brands, as you see in the UK or in the US, where there is a mix of established brands as well as new podcasters holding the top spots. That makes Saudi very exciting.'
A lot of the top podcasts in Saudi Arabia are audio only, where the listener doesn't really know who the hosts are, and they do very well. While video is an important aspect, content remains the predominant feature, said Tabbara.
Based on audience behaviour and requirements, specifically with the new and younger generation, podcasts are both audio- and video-led, noted Ahmed Raafat.
'Even as podcasts were originally audio only, the younger segment of viewers seek visual content. The primary goal is to create content for them and get their attention – that new-generational behaviour cannot be ignored. And the reason for their demand is because content can be consumed whenever needed, whether driving, while working out or travelling. With podcasts, it feels like they are interacting with whoever is delivering content to them. And this is a key differentiating factor between content created by humans and one by AI.'
In this respect, the bigger brands must adopt a sea change in strategy as individual creators rule the region, added Morrison. Saudi Arabia is one of the biggest countries in the GCC, with 36m people, and a bigger population naturally converts to more opportunity for scale. Companies must think about creating podcasts that can translate to audio, video and social media. If they are not focusing on multi-platform content and scale, they are going to be left behind, the panellists noted.
'With a big media company like MBC, we have multiple platforms, audio platforms in the MBC podcast and MBC Mood and Shahid, which is the biggest streaming platform in the MENA region. We think about all those outlets when creating podcast content; there's opportunity across a wide range and we try to simplify that process. The same content needs to be able to sit everywhere, and if we're not doing that, we will not get the numbers. That is one of the biggest challenges in the region,' said Agishev.
This rethink in strategy also extends to journalists and media personalities or celebrities. Whether print or TV, there's huge potential and now is the time to pivot and build one's own personal brand through podcasts. In the region and in Saudi Arabia specifically, those who have mastered that are the independent creators.
'Journalists should have their own podcasts,' said Tabbara. 'Without referencing a lot of the Western brands, a great case study is the New York Times. They're a legacy brand that made a switch to digital. Besides the subscription model, their print journalists began moving towards podcasts and going behind the mic.
'Some of the top podcasters in the West were able to pivot and do their own standalone content. I advise a lot of legacy journalists and TV presenters here in the Middle East to try to make that shift. People don't want manicured discussions, they want more easy-going, honest ones.'
Convincing journalists to move is a struggle, however, because people want full control of how they look and what they say.
'A lot of the journalists or media people here see the Tik-Tokers, and they want to keep it conversational,' continued Tabbara. 'They have solo podcasts, and it doesn't have to be that each time there is a guest. I tell first-time movers that it is a big space, that there are so many categories which haven't been touched or filled. For instance, there's a dearth of female podcasters or a need for financial literacy. And podcasts are a great way to educate, so we need content around that.'
When it comes to monetisation, podcasts have more challenges than trying to convince musical cohorts, for example, to get on board. Artists distribute and publish content in different ways which transform easily to digital media.
'The new concepts and technologies particularly are demanding with podcasts, since it comes from someone with a certain level of expertise about something that he or she wishes to share with an audience,' said Raafat. 'There is that gap in culture between those imparting knowledge and the ones receiving it. In the current scenario, a major challenge is to get the attention of the new generation of listeners or viewers to a particular form of content. We are always trying to help podcasters apply a kind of audience development, such as making hooks about the content or having multi-formats so that their podcasts reach out to as many sections of the audience and gains more visibility.'
A big part of talk shows and podcasts is on-air chemistry, but not everyone understands how to format shows or strategically leverage algorithms to achieve an anticipated outcome. 'We don't outsmart the algorithm; we don't juice it. For instance, we produce one on books and the presenter summarises the best business books into Arabic – the good to great ones. With podcasts it is about 50% content and 50% distribution,' said Tabbara.
Each platform has its own algorithm that gets its content to the top, such as creating playlists for music. Content development, pitching and scripting content are significantly more important in increasing listenership than all the technicalities involved, said Raafat.
A major difficulty with podcasts, however, is discoverability; it is hard to curate content using AI. In this regard, building a relationship with companies such as Apple, Spotify or Anghami is important. 'Apple curates their homepage per country; they try to discover what's new and that helps a lot,' Tabbara said.
Building audience and improving engagement are the main monetising strategies in a relatively new and fragmented landscape. Like any other product, it is about content and great storytelling. Whether it's media networks, radio stations or audio platforms, you must be a great content creator, said Agishev.
'I advise a lot of legacy journalists and TV presenters here in the Middle East to try to make that shift [to podcasts]. People don't want manicured discussions, they want more easy-going, honest ones' – Zeina Tabbara, Multimedia Producer and Content Strategist at Asharq Podcasts
'All the things we learned when we were starting in radio years ago are still relevant. To engage with the audience one-on-one and have that connection with the listener is critical. If you can successfully create an emotional perspective, then that content will eventually lead you to monetise, whether radio or audio.'
As several podcast specialty media houses spring up around the world with an entire suite of podcasts under their wings, such as former footballer Gary Lineker's Goalhanger, the region is witnessing a 'podcast network 2.0'.
'The first round of podcast networks in the region were trying too hard to be too polished, they took time to produce shows. We are now seeing the next batch of networks, and it's moving fast,' said Tabbara. 'More and more people want to produce and create, and there aren't enough podcast studios to rent out. A lot of the studios are still traditional video content studios and people are looking for a one-stop shop. So there's growing opportunity in Saudi Arabia right now.'
With any new idea that's sustainable or viable, innovation is key to creating valuable opportunities. There are multiple ways to monetise, and a subscription model is a major part of this process. The same thing works for podcasts because users are willing to pay for storytelling or any sort of information or knowledge that they are keen to learn.
'It is unlike musical content or entertainment or something comical, where people are willing to listen but don't intend paying. There's useful, constructive information on a podcast and so huge opportunity for podcasters to make money,' said Raafat.
Media houses, as dependable sources, have an advantage in that people trust the brand. Legacy brands will therefore play an important role in the future, and just as important will be collaborations in this part of the world, said Agishev. 'At MBC we have multiple TV channels and partnerships, and we are constantly surveying the landscape for opportunities to collaborate, to continue to grow our offerings in English and Arabic.'
Marking a decisive shift forward from a video podcast perspective, MBC will be launching a new podcast studio shortly. 'We are looking to deliver exceptional content in a variety of topics that are both creative and interesting.'
'At MBC, we have multiple TV channels and partnerships, and we are constantly surveying the landscape for opportunities to collaborate, to continue to grow our offerings in English and Arabic' – Alexander Agishev, Head of MBC Loud FM Station
While content creators a decade ago could get a good foothold by starting a YouTube channel, it is today an industry and a 'juggernaut', observed Morrison. The challenges and opportunities for the debutant creator are still dynamic and flourishing, and demand will remain as long as people welcome fresh new talent and yearn for new topics.
People want new voices, said Tabbara. 'Those big brands who want to work with the top influencers need to reach out to the micro influencers instead, and work on podcasts with them. Start small so they can grow with you.'
And with everything that is related to content, staying true and authentic is the key – sticking to what one believes in and is passionate about, said Raafat.
The possibilities are limitless for those wishing to start their own podcast and make a mark. To get their voices heard and reach out. To appeal to an audience and have that connection, and talk about life stories, practices and experiences. It is an interesting space and an exciting time to step in and create, while podcast culture thrills and engages the listener. And yes, the viewer.