Capitalising on Ramadan's digital shift towards Connected TV

Campaign ME

05-03-2025

Ramadan in the MENA region is marked by a significant surge in digital content consumption, presenting a unique opportunity for brands and advertisers. Recent data indicates a shift in viewing habits towards Connected TV. New key trends are shaping Ramadan's advertising & video consumption landscape reinforcing how businesses can maximise their engagement during the holy month.
Connected TV: The dominant screen in Ramadan
Earlier this month, research found that over half of respondents in the UAE, Saudi Arabia & Egypt will spend more time streaming content on Connected TV, compared to traditional TV during Ramadan. A similar trend is observed with viewers on YouTube. Around the world, viewers are watching over 1 billion hours of YouTube content on television daily and it's more interactive and includes formats like Shorts, podcasts, and live streams, right alongside the sports, food, drama and comedy series people already love.
In 2023, global views of Shorts on connected TVs more than doubled and more than forty of YouTube's top 100 channels globally by watch time have TV as their most watched screen. It's also a great opportunity for brands. According to Analytic Partners ROI Genome, two out of three brands delivered higher ROI by YouTube than TV globally.
This is also true in the MENA region, where YouTube reached over 12 million people in Saudi Arabia, 600,000 in Qatar and over 2.5 million people in the UAE over the age of 18 on connected TV.
Our growth on connected TVs is also attracting new advertisers and we continue to introduce formats that work particularly well on the big screen, like QR codes and pause ads. This shift provides brands with a strategic advantage, enabling them to reach engaged audiences beyond conventional broadcasting in a way that is truly multiscreen & multiformat through YouTube. YouTube's reach on Connected TV in the region, with figures exceeding 12 million viewers in Saudi Arabia alone, underscores its pivotal role in this evolving landscape.
Ramadan content trends: From culinary inspiration to spiritual dialogue
In Ramadan last year, we saw a surge in self-improvement content with creators offering guidance on personal growth and setting goals with creators like Duaa Allan and Salma Rashwan helping their viewers with their journey.
We also saw a growing interest in podcasts with channels like Thmanyah's Finjaan capturing the ears and minds of many YouTube viewers. Last year, Thmanyah's most watched episode, released in 2022 focused on succeeding in relationships and was viewed over 136 million times on YouTube.
Needless to say, cooking content like Abir's engaging content, Ramadan prep and entertainment remain staples of the content journey. For example, last year's Benefit Cosmetic's Ramadan Kitchen brought together top lifestyle creators Noor Stars, Beeko, Raghda & Sara Alwari in a series of cooking challenges which racked up over 11.7 million views on YouTube.
Gen-Z engagement with creator-driven content on YouTube
In Saudi Arabia, a Kantar survey found that Gen-Z viewers chose YouTube as their favorite platform to watch a variety of video types (40 per cent creator & influencer produced content). And 85 per cent of GenZ viewers in the United Arab Emirates share their favorite YouTube creators' content with others. This underscores the power of authentic storytelling in engaging younger demographics and the presence of true fandom.
Brands can leverage YouTube's partnership Ads on YouTube to integrate content they worked with a creator on, into an Ad. Kantar research also found that 84 per cent of viewers in the UAE & 86 per cent of viewers in Saudi Arabia agree that YouTube helps them decide on a purchase, there is a great opportunity to creatively reach your audience using multiple formats & across different screens.
The multiscreen, multiformat, co-viewing opportunity during Ramadan 2025
In the UAE, a Kantar survey revealed that 60 per cent of viewers watch YouTube with friends, family & others, and an 95 per cent of Ipsos survey respondents report heightened attention during co-viewing YouTube on TV screens.
This communal aspect is equally strong in Saudi Arabia, where 93 per cent of viewers express excitement about watching and sharing YouTube content, surpassing the competitive average. Notably, 75 per cent of Gen Z viewers in Saudi Arabia are more likely to consider brands advertised on YouTube, highlighting the platform's power to influence purchase decisions within this shared viewing context.
This combination of multiscreen accessibility, diverse content formats, and the impact of communal viewing creates a unique opportunity for brands to connect with audiences on a deeper level. By aligning with the spirit of Ramadan, brands can not only capture attention but also build lasting relationships and achieve significant impact during this crucial season on Youtube.
By Javid Aslanov, Head of YouTube MENA.