The creator economy in the Middle East and Central Asia comprises a wide array of content creators such as influencers, YouTubers, bloggers, photographers, videographers, podcasters, and online course creators. These content creators leverage various social media platforms like YouTube, Instagram, TikTok, Snapchat, and Facebook to create and distribute original content to drive engagement and monetization opportunities through sponsorships, donations, subscriptions, and e-commerce. The Middle East And Central Asia Creator Economy demand for digital and social media content is growing rapidly in the region owing to increasing smartphone and internet penetration coupled with a young demographic profile that is highly active on social networks.
Middle East and Central Asia Creator Economy Market is estimated to be valued at US$ 229.5 Mn in 2024 and is expected to exhibit a CAGR of 21% over the forecast period 2024-2031.
Key Takeaways
Key players operating in the Middle East and Central Asia creator economy are YouTube, Instagram, TikTok, Likee, Snapchat, Facebook, Twitter, VMate, Spotify, and Anghami. YouTube remains the largest and most popular social media platform amongst creators in the region with over 200 million monthly active users across Middle East and North Africa. However, short-form video platforms like TikTok and Instagram Reels are gaining tremendous traction amongst Gen Z and millennial consumers in the region.
The demand for creator content is surging rapidly with the total time spent on social networks by MENA internet users rising by over 23% in 2022 as compared to pre-pandemic levels. Particularly, sectors like education-tech, e-commerce, fin-tech, food-tech, travel and tourism present significant opportunities for creators to produce engaging and instructional content. Various multi-channel networks (MCNs) are also emerging in the region to help creators expand their audiences and monetize content through partnerships with brands.
Technological advancements are further boosting the regional creator economy. The availability of easy-to-use content creation and editing tools on mobile platforms along with improvements in internet speeds are lowering the entry barriers. Live streaming, AR/VR technologies and blockchain integration are also opening new monetization avenues for creators.
Market Trends
Two prominent trends influencing the Middle East and Central Asia creator economy are the growth of short-form videos and podcasts. Short-form and bite-sized content perfectly suits the on-the-go, mobile-first internet consumption patterns in the region. Platforms like Instagram Reels, TikTok and Likee have seen meteoric rises in their creator bases and audiences. Podcasts are also gaining immense popularity in the region amongst Gen Z, covering themes like motivational talks, comedy, storytelling and infotainment. The availability of platforms like Anghami and local podcast apps has boosted their growth.
Market Opportunities
One of the major opportunities for the creator economy in the region is the accelerated growth of e-commerce sector. Many fashion, jewelry and home décor companies in the Middle East are actively partnering with popular lifestyle influencers to promote new collections and merchandise. The travel sector also presents another huge opportunity for creators to produce destination guides and vlogs to boost tourism numbers. With growing expenditure on online education, there is a need for highly engaging educational content across subjects like coding, business, language learning etc which presents monetization avenues for freelance tutors and course creators.
Impact of COVID-19 on Middle East And Central Asia Creator Economy Market:
The COVID-19 pandemic has significantly impacted the creator economy market in Middle East and Central Asia region. During the peak of lockdowns imposed across various countries to curb the spread of virus, people were confined to their homes with limited social interactions and entertainment options. This led to increased consumption of online content through various social media platforms and video sharing apps. Creators in the region saw a massive surge in their viewer base and engagement levels as audiences spent more time online. However, disruptions in the production and monetization of content also affected the income of many creators. With restrictions on outdoor shooting and live events, creators struggled to consistently produce new videos and livestreams. Monetization through sponsorships, brand deals and in-app purchases also reduced significantly as advertisers cut spend during the economic downturn.
As lockdowns are now being lifted gradually across most countries, the creator economy is showing signs of recovery. Creators are experimenting with new formats, leveraging technology for remote productions. Live streaming and short video formats have gained immense popularity during this period. Social platforms also launched new monetization tools and bonuses to help creators earn during the ongoing crisis. Looking ahead, the increasing adoption of online digital services is expected to drive long term growth of the creator economy in Middle East and Central Asia region. However, creators will need to diversify their business models, explore alternative monetization avenues and optimize production to manage uncertainties during any future crises.
Geographical Regions with Highest Value for Middle East And Central Asia Creator Economy Market:
In terms of value, the Middle East And Central Asia creator economy market is highly concentrated in Middle Eastern countries like United Arab Emirates, Saudi Arabia and Turkey. These countries have seen extensive growth of social media and video streaming platforms over the past few years with high internet and smartphone penetration rates. Creators from these nations command large follower bases and earn significantly from multiple monetization streams including brand partnerships, sponsored posts and advertisement revenue share. Turkey in particular has emerged as a hub for online content creation with its culturally dynamic creator community producing work in languages like Turkish, Arabic and English. The Gulf nations also invest heavily in growing localized creator pools through funding initiatives and accelerator programs.
Fastest Growing Geographical Region for Middle East And Central Asia Creator Economy Market:
Central Asian countries like Kazakhstan, Uzbekistan and Kyrgyzstan are expected to experience the fastest growth rates for the creator economy market over the coming years. These nations are in the early growth stages of internet and digital services adoption. However, young demographics, rising disposable incomes and growing consumption of online entertainment through affordable smartphones offers a large potential creator and audience base. Central Asian governments are also implementing national digital strategies and policies to develop startup and tech sectors. This will help nurture local creator talent and provide commercial opportunities. As digital infrastructure and connectivity further expands to under-served areas, the Central Asian region could emerge as an exciting new frontier for the Middle East And Central Asia creator economy market.
What Are The Key Data Covered In This Middle East and Central Asia Creator Economy Market Report?
:- Market CAGR throughout the predicted period
:- Comprehensive information on the aspects that will drive the Middle East and Central Asia Creator Economy's growth between 2024 and 2031.
:- Accurate calculation of the size of the Middle East and Central Asia Creator Economy and its contribution to the market, with emphasis on the parent market
:- Realistic forecasts of future trends and changes in consumer behaviour
:- Middle East and Central Asia Creator Economy Industry Growth in North America, APAC, Europe, South America, the Middle East, and Africa
:- A complete examination of the market's competitive landscape, as well as extensive information on vendors
:- Detailed examination of the factors that will impede the expansion of Middle East and Central Asia Creator Economy vendors
FAQ’s
Q.1 What are the main factors influencing the Middle East and Central Asia Creator Economy?
Q.2 Which companies are the major sources in this industry?
Q.3 What are the market’s opportunities, risks, and general structure?
Q.4 Which of the top Middle East and Central Asia Creator Economy companies compare in terms of sales, revenue, and prices?
Q.5 Which businesses serve as the Middle East and Central Asia Creator Economy’s distributors, traders, and dealers?
Q.6 How are market types and applications and deals, revenue, and value explored?
Q.7 What does a business area’s assessment of agreements, income, and value implicate?
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Author Bio:
Money Singh is a seasoned content writer with over four years of experience in the market research sector. Her expertise spans various industries, including food and beverages, biotechnology, chemical and materials, defense and aerospace, consumer goods, etc. (https://www.linkedin.com/in/money-singh-590844163)
