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Mena media market to be valued at $20.6 billion by 2028
Dubai Press Club report shows advertising remains the largest subsegment
- PUBLISHED: Tue 27 May 2025, 8:07 PM
The media market in the Middle East and North Africa (Mena) region is projected to grow from $17 billion in 2024 to $20.6 billion by 2028, at a compound annual growth rate (CAGR) of 4.9 per cent, a report showed on Tuesday.
The Dubai Press Club on Tuesday unveiled the ‘Arab Media Outlook - Future Vision’, offering a comprehensive analysis of the media industry across the Mena. The report was launched during the Arab Media Summit, taking place in Dubai from May 26 to 28.
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Advertising remains the largest subsegment, accounting for 38 per cent of the market by 2028, followed by video, both of which are undergoing rapid digitalisation. Growth is being led by digital-first formats: internet advertising is expected to grow at a CAGR pf 7.2 per cent, and gaming at 4.4 per cent CAGR, while traditional media show a decline. Over-the-Top (OTT) video, and music streaming are scaling steadily, while podcasting and esports are emerging as new growth frontiers.
The report identifies the video subsegment as the most culturally influential, with OTT adoption rising across all markets. Traditional broadcast models are shifting toward hybrid broadcast-digital models. In the audio space, music streaming accounts for over 80 per cent of revenue, while podcasting, though nascent, is gaining traction, while radio retains strong reach in some countries.
The publishing sector is evolving in response to shifting consumption habits, with new momentum seen in e-books, audiobooks, and digital journalism. Major book fairs in the region continue to drive footfall and visibility. Advertising is transitioning decisively to digital, with global platforms like Google, Meta, and TikTok commanding a significant share of spend.
Gaming is the fastest-growing subsegment across the region, driven by rising consumer demand, expanded access to platforms, and growing interest in esports. From 2024 to 2028, all major Mena markets are expected to see consistent growth in gaming revenues. Cinema is undergoing a region-wide revival, led by the UAE and Saudi Arabia, with strong growth also projected in other Mena markets. Annual admissions across most markets in the region are expected to grow 5 per cent to 6 per cent between 2024 and 2028.
The report identifies key enablers of sustained growth: modernised regulation; talent development; access to funding; world-class infrastructure; and innovation and research and development (R&D). Key economies in the region are advancing media sector growth through streamlined licensing, updated ownership laws, and clear content classification systems that boost transparency and investor confidence. Funding access is expanding in the region, with major markets offering production incentives, early-stage investments, and grants to support local and international media projects.
Artificial intelligence is emerging as a game-changer across the media value chain—from content personalisation and automated news writing to immersive formats in gaming and advertising. While AI is opening new frontiers for monetisation and operational efficiency, the report also highlights regulatory and ethical challenges that must be addressed to ensure sustainable growth.
Mona Ghanem Al Marri, Vice-Chairperson and Managing Director of the Dubai Media Council and President of the Dubai Press Club, said: “The Arab media industry is entering a new phase of its development, shaped by rapid technological change, evolving audience expectations, and new patterns of content consumption. The report is part of our broader strategy to equip decision-makers with the foresight and insight needed to navigate this transformation. Through detailed analysis and actionable insights, the report outlines both the challenges that must be addressed and the significant opportunities emerging across the media landscape.”
Majed Al Suwaidi, Senior Vice President of Dubai Media City, Dubai Production City, and Dubai Studio City, part of Tecom Group, said: “The UAE recognises the media sector as a vital pillar that shapes our strategic vision for sustainable development that benefits future generations. The media industry makes an invaluable contribution to the UAE’s and Dubai’s creative economy by driving innovation and knowledge creation for the benefit of the region and beyond.”
Tarek Matar, Partner in Media and Entertainment at Strategy&, said: “The Arab media sector is gaining strong momentum, supported by ambitious national visions, expanding digital infrastructure, and a new generation of creative talent. As the region continues to invest in content production, technology, and policy innovation, it is well-positioned to build a dynamic and globally competitive media industry.”
Associate Editor Somshankar Bandyopadhyay brings more than three decades of experience to the KT newsroom. Currently, he manages the news production of the business section, ensuring that the top economic and business news of the day reaches its readers.