The Middle East and North Africa (MENA) media landscape has hit a historic turning point in 2026, moving beyond traditional broadcast rituals into a sophisticated, multi-platform ecosystem.
According to the latest DICM Ramadan Report, the industry is no longer just evolving, it is being completely reinvented through digital-first habits and high-intensity storytelling.
The Death of “Filler”: The 15-Episode Revolution
One of the most striking shifts for scripted content is the rise of the 15-episode format, which has now become the industry standard. Platforms like Shahid and Watch IT have moved away from the traditional 30-episode marathon to offer:
- Faster-paced storytelling with zero filler.
- Higher cost efficiency and talent diversity.
- ”Two-wave” content strategies to sustain engagement throughout the month.
Drama Reigns, but Action and Thrillers Surge
While drama remains the most produced genre, it is no longer the most efficient driver of engagement. Viewers are increasingly pivoting toward psychological thrillers, action franchises, and socially driven narratives.
- Saudi Arabia: Saw intense demand spikes, with Al Asha Street peaking at 35.9x the average demand.
- Egypt: Remains a powerhouse of local production, led by the drama Hekayet Narges and the action-heavy Regal Al Dhel.
- TRP Dominance: In Saudi Arabia, the share of “Series” in TV ratings surged from 28% to 46% during Ramadan, while movie consumption plummeted.
Digital First: The “Any Time” Viewing Era
For the first time, 56% of MENA viewers prefer digital-first viewing via Connected TV (CTV) and streaming services. Viewing habits are shaped by post-Iftar routines, peaking between 8 PM and 2 AM.
Also mobile-first, bite-sized vertical series (1-minute episodes) are gaining traction, with 53% of the population now consuming this format.
Who is Watching?
The 2026 audience is more segmented than ever. Gen Z (ages 15-24) is the fastest-growing segment, showing a 51% increase in viewing, primarily favoring short-form and mobile-first content. Meanwhile, women aged 25-44 remain the most commercially valuable audience for premium drama.
Ramadan has evolved from a seasonal peak into a strategic testing ground for the future of global entertainment. For producers and platforms, the goal is no longer just “prime time”, it’s about building a content ecosystem that retains audiences long after the holy month ends.
Ramadan 2025: How Content Consumption Is Evolving Across MENA, APAC & Africa – DICM’s Report
