MENA media and entertainment outlook, 2024-2028

The media and entertainment market in the Middle East and North Africa (MENA) is expected to grow steadily and in line with the global market in the years ahead, with industry revenue forecast to rise by $3 billion to $18 billion by 2028. Growth will again be driven by the ongoing transition to digital: its share of the total market is expected to grow from 71% this year to 74% in 2028, well above digital’s forecast global average market share of 68% in 2028. Total advertising spending is forecast to exceed consumer spending for the first time, capturing 51% of the total media and entertainment market by 2028 as advertising revenue grows by 7.4%. Demand for premium video and gaming content is rising, with consumer expenditure across MENA projected to grow by 3.7% from 2024 to 2028, well above the global average growth rate of 2.7%. Finally, Saudi Arabia and the United Arab Emirates are predicted to remain the region’s dominant markets, with their share of media and entertainment revenue rising from 64% in 2024 to 66% by 2028.

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