The widespread popularity of podcasts in the UAE and Middle East reflects the immense growth in content creation globally. Podcast consumption surged during the Covid-19 lockdown, and the demand has remained since the post-pandemic period. It has become a major entertainment trend, and more Arabs are starting to own podcasts.
Although podcasts are relatively new to the MENA entertainment and media sector, it is fast becoming mainstream. This article will explore the growth trajectory of podcasts in the region and the vast opportunities for local arab content creators. We will also examine the top podcasts leading with Arab content in the region.
Growth Trends in the Podcast Industry in the UAE
The podcast industry in the UAE and other Middle East countries have indicated remarkable growth trends. Even before the pandemic, podcasts were gaining traction across the region, with creators emerging from Lebanon to Jordan, Saudi to the UAE. Research conducted by Censuswide found that 15% of the adult population in Saudi Arabia are podcast listeners. Globally, the podcast industry has seen tremendous growth, with more local content creators rising in the MENA region.
In the words of Basel Anabtawi, CEO and co-founder of Rising Giants Network, there is a striking growth of podcast consumption year on year in Saudi. This portrays that podcasting is on a trajectory which is outperforming itself annually.
In May 2019, Kerning Culture raised $460,000 in May 2019, becoming the first venture-backed podcast company in the MENA region. The Ameaya Media’s 2020 State of the Industry Report showed that 55% of the survey participants from the MENA region listened to more podcasts since March 2020. It also showed that people preferred shows relating to entertainment, self-help, and improvement to other content. Many large networks also produce podcast shows on politics, religion, and music. Dukkan Show is one of the OG channels that has been around for some time with Arabic shows like ‘Rakwet Qahwa’ or ‘Coffee Pot.’
Another example is Thmanyah (eight), known for its long-reigning podcast called “Fnjan” (Coffee Cup). Mainstream media platform Al Jazeera also launched 3 podcasts shows, Lahza, Rumooz, and Min al Akher, while working on future projects. Apart from these organizations, more independent creators are entering the podcasts industry in the UAE.
The latest wave of Middle East podcasts is mature and sophisticated in addressing sensitive issues, creating a safe space for creators and listeners. For example, a motivational podcast in Dubai called “The Matrix Green Pill” shares inspirational stories with listeners to promote self-help and personal development.
Further research on the popularity of podcasts in the UAE conducted by Rising Giants Network showed that listening to podcasts was a passive activity, with 41% tuning in while doing housework, 36% driving, 31% on their way to work, and 28% getting ready in the morning.
A recent financial report revealed that the growth in digital recorded music and podcast revenues was expected to increase from 0.2 billion U.S. dollars in 2019 in the MENA region post the COVID-19 lockdown measures to 0.8 billion U.S. dollars by 2024. The study further projects that podcast advertising revenues in 2024 will comprise seven percent of the total.
Conclusion
With VC funding for podcast companies, growing number of listeners, high-quality podcasts and projected growth in podcast revenues, it is undeniable that the Middle Eastern podcast industry is set to continue to evolve and thrive. The popularity of podcasts in the UAE and Middle East is a trend to truly watch out for.
