The MENA media market is forecast to grow to $20.6 billion by 2028, fueled by digital transformation, gaming, OTT video, and AI-led innovation.
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| With a CAGR of 4.9%, the MENA media market is expanding rapidly through digital channels, driven by tech innovation, youth demand, and evolving formats. Image: CH |
Dubai, UAE — May 27, 2025:
The Middle East and North Africa (MENA) media market is projected to grow from $17 billion in 2024 to $20.6 billion by 2028, according to the ‘Arab Media Outlook – Future Vision’ report released by the Dubai Press Club during the Arab Media Summit in Dubai, held from May 26 to 28. This marks a compound annual growth rate (CAGR) of 4.9%, signaling strong regional momentum in digital transformation.
Advertising is set to remain the market’s largest subsegment, comprising 38% of total value by 2028, with digital formats—especially internet advertising—growing at a CAGR of 7.2%. Gaming follows as the fastest-growing segment, expanding at 4.4% CAGR, while traditional media continues its downward trajectory.
OTT (over-the-top) video services, music streaming, and esports are rapidly scaling, underscoring the shift toward digital-first consumption. The report notes that video content remains the most culturally influential, with a rising appetite for hybrid digital-broadcast models. In the audio space, music streaming dominates revenue streams, though podcasting is emerging as a promising growth area. Despite this, radio maintains a strong presence in specific markets.
Publishing is adapting to changing user behavior, with increased interest in e-books, audiobooks, and digital journalism. Regional book fairs continue to draw strong participation and visibility. On the advertising front, global digital platforms such as Google, Meta, and TikTok now claim a significant share of the MENA ad market.
The cinema sector is also experiencing a renaissance, led by the UAE and Saudi Arabia, with annual admissions across MENA projected to grow by 5% to 6% annually through 2028.
The report identifies five critical enablers for sustained sectoral growth: regulatory modernization, talent development, funding access, infrastructure investment, and innovation through R&D. Governments across MENA are enacting reforms—like simplified licensing and content classification systems—to enhance transparency and investor confidence.
A key driver of this transformation is artificial intelligence (AI), reshaping content creation, personalized recommendations, news automation, and immersive media experiences. While AI offers vast monetization and efficiency opportunities, the report cautions that ethical and regulatory frameworks must evolve to match its pace.
Mona Ghanem Al Marri, Vice-Chairperson of the Dubai Media Council, stated: “The Arab media industry is undergoing a pivotal transformation. With this report, we aim to empower leaders with insights to navigate and capitalize on the changes reshaping content and audience dynamics.”
Majed Al Suwaidi, Senior Vice President of Dubai Media City, part of Tecom Group, commented: “The UAE’s media sector plays a central role in our national development vision. It fosters creativity, innovation, and economic resilience for the future.”
Tarek Matar, Partner at Strategy&, added: “The Arab media market is gaining global relevance, propelled by strong infrastructure, supportive policy, and emerging creative talent. It is poised for long-term leadership in the digital content economy.”