The unscripted content market is gaining momentum across the Middle East and North Africa (MENA), creating new opportunities for broadcasters, streamers and producers. At their joint session, “Reality Check: The Unscripted Shift,” Parrot Analytics and Rise Studios explored how audience behaviour, creator-led content and changing distribution models are reshaping the unscripted landscape.
Presenting the research, Amit Devani, Global VP of Partner Insights at Parrot Analytics, and Rasha Audi, Director of Marketing & Insights at Rise Studios, examined the latest demand and supply trends, emerging genres and the growing potential of Arabic-language unscripted programming.
Unscripted Demand Grows 3.5 Times Across MENA
Devani’s presentation revealed that while scripted content continues to lead overall media demand, unscripted programming is experiencing faster growth. Between 2021 and 2026, demand for unscripted content grew 3.5 times, compared with 2.2 times for scripted content.
The UAE and Saudi Arabia account for approximately 62% of total unscripted demand across MENA, making them the region’s leading markets by volume. Saudi Arabia and Egypt also stand out as major growth drivers, while Iraq is emerging as one of the fastest-growing markets for the category.
The research identified several genres with significant growth potential, including physical challenges, fashion and beauty, hidden-camera formats, pranks and performance-based programming. Fitness and self-image were particularly prominent themes in the region.
Devani also highlighted the growing appeal of true crime and documentaries, noting that localised storytelling could help international formats connect with regional audiences. Sports-related programming was another important opportunity, particularly as streaming platforms increasingly explore content beyond live sports rights.
Physical Challenges and Creator-Led Formats Reshape the Market
One of the key trends identified was the growing popularity of hybrid formats that combine different genres and audience motivations.
Devani pointed to Netflix’s Physical: 100 as an example of this evolution. The format, which combines physical competition, survival elements and spectacle, has expanded into multiple territories, demonstrating the international potential of locally developed unscripted concepts.
Meanwhile, established genres such as talent competitions continue to attract audiences but may require reinvention to remain relevant to younger viewers.
The research also highlighted a gap in long-form unscripted programming targeting younger male audiences. Digital creators could play a significant role in addressing this opportunity. Personalities such as MrBeast, the Sidemen and AB Talks have demonstrated how creator-led content can move from YouTube to major streaming platforms.
As Devani noted, creators are no longer simply on-screen talent; they are increasingly developing and producing their own intellectual property. With algorithms increasingly influencing content discovery, YouTube and other digital platforms are also changing how audiences find and engage with programming.
Arabic Unscripted Content Represents a Major Opportunity
Turning to Arabic-language programming, Rasha Audi highlighted a significant imbalance between global supply and audience demand.
According to the research presented, only 13 out of every 1,000 unscripted shows globally are Arabic-language productions, representing approximately 1.3% of the total supply. This points to a substantial gap between the availability of Arabic unscripted content and the demand for it across the region.
Egypt, in particular, offers considerable room for growth, with strong audience demand but limited local supply.
However, audience preferences vary significantly between MENA markets. While talent competitions and talk shows consistently rank among the leading genres across several territories, other preferences are more market-specific. Music formats perform particularly well in Lebanon, while hidden-camera and prank shows attract interest in Egypt. Game shows and documentaries also stand out in the Lebanese market.
Audi emphasised that closing the supply gap is not simply a matter of producing more programmes. The focus should be on understanding audience motivations and developing formats that respond to what viewers actually want.
Understanding Audience Motivations Is Key to Format Innovation
The speakers also examined how unscripted genres are increasingly overlapping. Rather than fitting into a single category, contemporary formats often combine competition, human relationships, personal experiences, inspiration and escapism.
Looking at the evolution of unscripted television through different eras, the presentation highlighted how audience motivations remain relatively consistent even as formats change. Familiar entertainment mechanics can continue to work across generations when they are adapted to changing viewing habits.
The session concluded with four key recommendations for the industry: close the gap between supply and demand by developing the right content, follow audience data and motivations rather than simply chasing trending genres, rethink where formats originate as creators become IP generators, and build Arabic concepts with the potential to travel internationally.
The central message was clear: the future of unscripted entertainment in MENA will depend not only on producing more local content, but on creating audience-driven formats with both regional relevance and global potential.
