RAMADAN, REIMAGINED: HOW MEDIA, CONSUMPTION, AND BRAND ENGAGEMENT ARE EVOLVING ACROSS THE GCC

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Ramadan drives a clear uplift across both physical and digital commerce

From a consumption standpoint, Ramadan drives a clar uplift across both physical and digital commerce. Recent research conducted by MBC Media Solutions (MMS), including a brand-lift and consumption-intention study among 850 respondents in Saudi Arabia, highlights this acceleration. More than 82% of respondents plan to increase retail shopping during Ramadan and Eid, while 70% expect to shop online more frequently. This signals a season where brick-and-mortar and e-commerce thrive in parallel, reinforcing the need for brands to adopt truly omnichannel strategies.

On the media side, Ramadan remains the biggest viewing month of the year. Across MBC’s TV channels and Shahid, audiences peak as families gather nightly around premium dramas and entertainment formats. In Saudi Arabia alone, MBC reaches around 10 million TV viewers during the month, while Shahid attracts over 12 million viewers on streaming. What’s particularly notable is the rise of hybrid viewing behaviour: live, communal TV viewing remains central, but it is increasingly complemented by catch-up and on-demand consumption. This dual behaviour extends engagement windows and creates richer opportunities for brands to connect at moments of high attention and emotional resonance.

A Cross-Screen Ramadan Experience

Ramadan viewing is no longer confined to a single screen. The region has firmly moved into a cross-screen ecosystem where linear TV anchors the living room experience, while digital platforms play a vital supporting role. Streaming and VOD have become essential for time-shifted and late-night viewing, with audiences binge-watching episodes on smart TVs and mobile devices. At the same time, social platforms shape discovery, conversation, and cultural relevance throughout the month.

Short-form content—from cooking and lifestyle clips to family moments—has surged, particularly among younger audiences. Viewers move fluidly between live TV, streaming platforms, and social media, creating a multi-format, always-on engagement cycle that brands must understand and plan for if they want to remain relevant.

We continue to innovate across advertising formats and integration opportunities

Evolving Commercial Opportunities

At MMS, our commercial approach to Ramadan has evolved in line with these audience behaviours. Beyond expanding our content portfolio, we continue to innovate across advertising formats and integration opportunities. This includes new digital formats on Shahid such as Ramadan Timer Ads, where brands sponsor an on-screen countdown to Iftar, and QR-code–enabled banners within our AVOD model—formats designed to be both seamless and measurable.

These innovations sit alongside a fully integrated Ramadan line-up across TV, Shahid, and radio, allowing advertisers to unlock unified reach across platforms rather than planning in silos. Crucially, the adoption of the national measurement system, KSA TAM, has further strengthened advertiser confidence by introducing granular, cross-screen TV measurement. This level of transparency has been met with strong demand, particularly from brands seeking high-attention environments backed by accountable data.

Where Brands Will Win During Ramadan

The greatest growth opportunities during Ramadan belong to brands that are culturally attuned, creatively thoughtful, and platform-agnostic. Audiences no longer consume content in a linear journey, and brands must reflect that reality. MMS offers a distinct advantage by combining the mass reach of MBC’s linear channels with the precision and engagement of Shahid, radio, and digital platforms—enabling brands to build cohesive, cross-screen consumer journeys.

Beyond platform choice, success increasingly depends on the quality of content partnerships and storytelling. Ramadan is an emotionally charged month, and brands that embed themselves authentically within stories—through integrations, sponsorships, and multi-format narratives—are far more likely to capture attention, build resonance, and drive long-term brand equity.

Standing Out in a Crowded Season

Advertising clutter remains a reality during Ramadan, as many brands compete for attention during this high-stakes period. However, clutter does not have to mean compromise. Brands that lean into purpose, subtlety, and audience insight consistently outperform those that rely solely on frequency. In a culturally sensitive month, respect and creativity matter. Advertising that adds value to the viewing experience earns attention and loyalty, rather than irritation.