Ramadan 2025: How Content Consumption Is Evolving Across MENA, APAC & Africa – DICM’s Report

A new report by DICM unpacks the key trends and insights shaping the Ramadan 2025 media landscape, highlighting how audiences engage with content, when viewership peaks, and which stories truly resonate during the season.

Ramadan 2025 In-Home TV Trends at a Glance

Ramadan continues to be a powerhouse season for TV and digital content consumption, with both traditional and streaming platforms recording record-high numbers:

• 13.3 million unduplicated TV viewers tuned in this Ramadan.
• 9.1 million viewers on average daily.
• 4 hours and 35 minutes of daily viewing time per person.
• A staggering 72.7 billion TRPs were generated during the holy month.
• 56% of viewing time via satellite, while 44% came from streaming services, proving digital has now cemented its role in Ramadan storytelling.

In-Home TV Viewing Trends

3 in 5 Viewers Watched TV for More Than 15 Days in Ramadan

Top Ramadan Programs: What Dominated Screens in 2025?

Series:

• Yawmyyyat Rajol Anis (MBC) led the series category with an impressive 8.93% rating.
• Jak Al Elm and Share’ Al A’sha followed, cementingMBC›sdominance.
• Saudi networks also made a notable appearance with Al Zafer and Layali Al Shumaisi gaining solid traction.

Entertainment Shows:

• Ramez Elon Masr (MBC) led the entertainment category at 5.43%.
• Hekayat Wa’d, Seen, and Tahaddi Al Manatiq followed.
• Saudi Arabia’s SBC also made its mark with Ifttarona Ghayr and Nakhwah.
• Comedy, cooking shows, hidden camera pranks, and religious talk shows all thrived, especially in regions like Egypt, Nigeria, Morocco, and Senegal.

Top 10 Programs By Genre

Key Trends Defining Ramadan 2025 Content Consumption

1. Peak Viewership & Changing Consumption Patterns

• Prime Time still dominates post-Iftar, with family dramas and live shows leading.
• Streaming booms late at night, especially among younger audiences.
• MENA’s Ramadan screen time is driven by historical dramas and spiritual content.
• APAC countries like Indonesia and Malaysia lean toward short-form, digital-first Ramadan content on YouTube and TikTok.
• African Muslim-majority countries lead in digital-first storytelling blending tradition with modern formats.

2. Platform-Specific Ramadan Programming

• VOD platforms like Shahid, StarzPlay, OSN+, and Netflix MENA invested heavily in Ramadan originals.
• Egyptian broadcasters like MBC Masr, ON TV, and CBC rolled out over 40 high-budget dramas.
• YouTube and TikTok viewership surged, with North Africa recording a 50% rise in Ramadan-specific content.

3. Most Popular Ramadan Genres

• Dramas and mega-series from Egypt, Turkey, and the Gulf led.
• Faith-based content like Quran recitations and Islamic talk shows gained traction in North and West Af rica.
• Food content exploded, with traditional recipes blended with influencer-driven cooking segments.
• Comedy skits and short-form pranks soared on social media.

Digital & Social Media: Ramadan’s Content Game Changer

• Over 50% of Ramadan viewership in APAC and MENA now happens online.
• African markets like Nigeria and Morocco are investing in faith-based digital streaming networks.
• TikTok and Instagram Live dominated brand storytelling and influencer collaborations.
• E-commerce Ramadan ad spending rose by 35% across MENA and Africa.

Advertising Spend & Consumer Sentiment in Ramadan 2025

• Global media spend is forecast to hit $1 trillion this year, with MENA playing a crucial role.
• Regional ad spend is expected to reach $1.1 billion, with influencer marketing accounting for up to 40% of marketing budgets.
• Yet, a growing sentiment emerges, 71% of consumers feel there are too many ads during Ramadan, hinting at possible content fatigue and over-commercialization.

Brand Discovery & Audience Interaction

• Social media platforms remain the #1 source for brand discovery, with 28% of MENA audiences engaging with brands via these channels during Ramadan.
• A significant 55% of consumers rely on online sources for brand information, reaffirming the growing dominance of digital media in shaping brand perceptions and purchase decisions.

Conclusion: Ramadan 2025 is a Cultural and Commercial Content Moment Like Never Before

As Ramadan evolves from a sacred spiritual season into one of the most commercially and culturally active periods in the media calendar, content creators and platforms must adapt. The balance of tradition, faith, and entertainment has proven to be a winning formula. Ramadan 2025 highlights the imperative for digital-first content strategies, platform-specific storytelling, and culturally rooted narratives that engage audiences across both traditional TV and digital ecosystems.

For broadcasters, advertisers, and content creators, the holy month has become an invaluable opportunity -and a responsibility- to meaningfully connect with audiences, while honoring the cultural nuances of Ramadan in an increasingly digitized world.