Livestreaming in MENA
Livestreaming is no longer just a fleeting entertainment trend—it has evolved into a formidable economic and cultural force, redefining the global digital landscape. In the Middle East and North Africa (MENA) region, this transformation is taking on extraordinary dimensions, heralding unprecedented opportunities for growth and innovation. A recent report titled “The Future of Entertainment,” published by TikTok in collaboration with leading consultancy Kearney, unveils the scale of this anticipated boom. It envisions a future where livestreaming becomes a core driver of the creative economy, generating thousands of new opportunities and propelling both economic and social development in the region.
A Transformed Media Landscape: The Digital Age Takes Over
The global media scene is undergoing a dramatic shift, with traditional channels like television, publishing, and cinema steadily losing ground to the surging digital tide. While these legacy mediums have seen stagnation or slight decline in recent years, revenues from digital platforms have soared—surpassing traditional counterparts globally for the first time in 2021. This shift is even more pronounced in MENA. Since 2019, traditional media revenues have plateaued at around $4 billion, whereas digital media revenues surged from $5 billion to $7.6 billion by 2023. This rapid digital growth—driven by digital advertising, OTT platforms, and gaming—is expected to continue, solidifying the digital realm as the future of media.
Why Livestreaming? Meeting Audience Expectations and Empowering Creators
What makes livestreaming so compelling is its unique ability to meet the modern audience’s demand for spontaneity, authenticity, and direct interaction—qualities at the heart of livestreaming. Unscripted, raw content resonates deeply with today’s viewers (63% prefer authentic-style videos). The widespread use of smartphones has fueled a desire for instant access, making livestreaming the ideal medium. Add to that the audience’s craving for engagement—interactive elements boost watch times by around 20%, and 91% of consumers prefer interactive content. Simultaneously, advanced platforms and easy-to-use tools have democratized content creation. Anyone with a smartphone can now become a creator, share their stories, and bypass traditional media production barriers.
The Livestream Boom in MENA: Promising Numbers and a Thriving Ecosystem
MENA is poised to be at the heart of the livestreaming revolution, with the market projected to more than double from $8.1 billion in 2024 to $17.8 billion by 2030. Key markets like the UAE are set to see livestreaming revenues grow from $1.9 billion to $3.4 billion over the same period, with Saudi Arabia and Egypt also playing major roles. This boom is driven by a vibrant ecosystem connecting creators, platforms, and audiences. In the UAE alone, around 115,000 creators broadcast content daily across platforms, covering everything from entertainment and education to lifestyle. Platforms like TikTok LIVE provide essential infrastructure and monetization tools, while viewers complete the loop by engaging through comments, gifts, and subscriptions—creating a dynamic cycle of growth and innovation.
Economic and Social Impact: Beyond Entertainment
The impact of livestreaming extends far beyond entertainment—it’s becoming a major economic and social engine in the region. It directly contributes to local economies, not only by creating new jobs and fostering creative entrepreneurship, but also through tax revenues. For instance, in the UAE, value-added tax (VAT) from livestreaming activities is expected to bring in $2.4 billion in 2024, rising to $4.6 billion by 2030. On a personal level, livestreaming offers individuals a path to financial independence and sustainable careers. Culturally, it provides a platform for creators to showcase local stories, talent, and heritage to a global audience, promoting cultural exchange and reinforcing local identities in the global digital space.
A Future Hub in the Making: Unlocking Regional Potential
Countries like the UAE, Saudi Arabia, and Egypt possess the critical ingredients to become global livestreaming hubs: robust digital infrastructure, progressive regulatory environments, and strategic focus on the digital economy. Unlocking this potential requires close collaboration between digital platforms, governments, and private-sector stakeholders. This includes expanding access to training and creative facilities, supporting creator-led businesses, and encouraging the production of meaningful content aligned with national and cultural development goals. With the right support, the region can attract top talent, amplify local narratives, and position itself as a leading force in the fast-growing global livestreaming economy.
