Ramadan 2025 has reaffirmed its position not only as a spiritual and cultural cornerstone across the MENA, APAC, and African regions, but also as a powerful commercial content moment for the global media and advertising industries. According to the DICM 2025 Ramadan Report, media consumption during the holy month reached historic highs, with a combined 13.3 million unduplicated TV viewers and an average of 9.1 million viewers tuning in daily. Each viewer spent an average of 4 hours and 35 minutes per day watching content, contributing to a staggering 72.7 billion total TRPs across all platforms.
For the first time, digital platforms accounted for 44% of all TV viewing during Ramadan, compared to 56% on satellite TV—underscoring a significant shift in consumption habits as streaming cements its role in Ramadan storytelling. VOD services such as Shahid, StarzPlay, OSN+, and Netflix MENA invested heavily in original Ramadan programming, while social platforms like YouTube and TikTok saw sharp increases in engagement, particularly in North Africa, which recorded a 50% spike in Ramadan-specific content.
Among genres, drama continues to lead, with Egyptian, Turkish, and Gulf series dominating viewership. MBC’s “Yawmyyyat Rajol Anis” topped the drama charts with an 8.93% rating, followed by “Jak Al Elm” and “Share’ Al A’sha.” Entertainment shows also maintained strong performance, led by “Ramez Elon Masr” at 5.43%, and supported by a mix of comedy, cooking, and spiritual content. In total, 201 new series were released across the five main Arab regions: Egypt (42), Gulf (60), Levantine (26), Maghreb (52), and Iraq (19).
Prime time post-Iftar remains dominant, especially for family dramas and live programs, but streaming activity spikes later in the evening, particularly among younger audiences. In APAC countries such as Indonesia and Malaysia, viewers preferred short-form, digital-first formats on TikTok and YouTube. Similarly, African nations like Nigeria and Morocco led in faith-based, digital-first storytelling formats that blend tradition with modern narrative structures.
The commercial implications are equally notable. Regional ad spend during Ramadan 2025 is projected to reach $1.1 billion, with influencer marketing accounting for up to 40% of total marketing budgets. E-commerce advertising surged by 35% across MENA and Africa. However, 71% of surveyed consumers expressed frustration with excessive ad volumes during the holy month, signaling a risk of over-commercialization and viewer fatigue.
Brand discovery remains largely digital, with 28% of MENA audiences engaging with brands through social media during Ramadan and 55% relying on online sources for brand information. This trend reinforces the growing dominance of digital platforms in shaping consumer behavior and highlights the need for refined digital strategies.
In sum, Ramadan 2025 exemplifies a broader transformation in how audiences engage with content. For broadcasters, advertisers, and content creators, the holy month now represents a critical window not just for viewership, but for meaningful cultural connection and commercial growth. The convergence of tradition, faith, and entertainment continues to define Ramadan’s evolving media landscape—one where digital-first storytelling, platform-specific programming, and culturally resonant narratives are essential to success.
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