The Middle East and Central Asia Creator Economy Market is estimated to be valued at USD 9,.2 Bn in 2024 and is expected to reach USD 30.44 Bn by 2031, growing at a compound annual growth rate (CAGR) of 18.6% from 2024 to 2031.

The growing popularity of social media platforms and digital content creation across the region has been a major driver of this fast growing market.

Market Driver – Increasing Smartphone and Internet Penetration

The proliferation of smartphones and broadband internet across Middle East and Central Asia region has enabled rising creator economy. Over the past few years, smartphone and mobile internet penetration has grown significantly across major economies. Countries like UAE, Saudi Arabia and Turkey are leading with over 80-90% of population now owning smartphones. Even developing nations such as Egypt, Pakistan and Kazakhstan have witnessed remarkable growth in connectivity, with over 50% of population now online.

This widespread availability of always-connected devices has drastically changed consumer internet usage patterns in the region. People are spending more and more time online through their mobile phones, especially youth. On an average, individuals check their smartphone every 12 minutes during waking hours. Mobile apps and mobile optimized websites have seen surge in traffic. Content that can be easily consumed on smartphones has become popular. Whether it is watching YouTube videos, using Instagram, playing games or streaming audio-visual content, mobile internet is at the core of digital experiences.

For content creators and digital influencers, this mobile revolution has opened up a huge untapped market. They can now reach wider audience across Middle East and Central Asia with relative ease. Creators focusing on verticals like lifestyle, entertainment, fashion and food have found a strong consumer base.

Market Driver – Increasing Popularity of Social Media Platforms

Social media has truly revolutionized how people spend their time online in Middle East and Central Asia region. Platforms like YouTube, Instagram, Snapchat, Facebook and TikTok have become indispensable part of everyday digital lives of local population. According to recent surveys, individuals in the region now spend on an average 4-5 hours daily on various social networking applications. This engagement is higher than global averages, hinting at early adoption and affinity towards new digital trends.

Creators have utilized this enthusiastic user base of social platforms to build vibrant communities and businesses. Influencers across genres have established themselves as tastemakers, gaining millions of followers with their unique brand of content. Regional languages like Arabic and Turkish see rising creator-led content attracting locals. Even comparatively smaller markets like Kazakhstan and Uzbekistan are producing breakout influencer stars in their own right.

Live streaming on these channels has emerged as a major new format allowing real-time engagement. Be it live makeup tutorials, cooking classes, Q&A sessions or live concerts, these near synchronous experiences are highly addictive for cord-cutters and mobile-first demographics. Platforms aggressively courting creators with exclusive live streaming tools, monetization features and promotional support. Facebook and Instagram rising as preferred streaming destinations.

Market Challenge – Cultural and Social Barriers

One of the major challenges facing the growth of the creator economy market in the Middle East and Central Asia region is the presence of strong cultural and social barriers. As the concept of making a living through creative content production and selling is still new and unconventional in many parts of this region. It conflicts with the traditional cultural norms where stable jobs are preferred and creative careers are not seen as viable or lucrative. This acts as a hurdle in attracting new talent into this industry.

Furthermore, conservative social values in certain markets make topics like sexuality, religion and politics difficult to discuss openly which restricts the type of content that can be created and monetized. Overall, changing the mindset and gaining wider societal acceptance for the creator economy as a profession will be a long term challenge for the growth of this emerging market.

Market Opportunity – Lack of Funding Options

One major opportunity for the Middle East and Central Asia creator economy market is the lack of effective funding options currently available for content creators in the region. While creators in developed markets have access to platforms like Patreon, Kickstarter and dedicated crowdfunding sites to monetize and grow their work. Such specialized funding alternatives are still lacking in most developing nations here. This provides a large untapped market opportunity for new innovative businesses to enter this region.

They can collaborate with financial service providers to build creator-friendly crowdfunding and subscription platforms tailored for the local market needs and conditions. This will not only fulfill the funding requirements of the growing creator community but also boost growth and revenues for platform providers. In long run, more funding avenues can help establish creator-led businesses as a mainstream and sustainable profession.

Insights, By Platform Type: Social Media Platforms Sub-segment Dominate the Creator Economy in Middle East and Central Asia

In terms of platform type, social media platforms sub-segment contributes the highest share of 38.1% in the market owing to widespread adoption and engagement. Platforms like YouTube, Instagram, and TikTok have gained immense popularity in the region as creators leverage easy-to-use features to build audiences and monetize content.

Social media allows creators to establish an online presence and community with minimal costs or technical barriers. Creators can consistently share entertaining or informative videos, photos, and posts that attract new followers organically. Platform algorithms also help recommended viral and engaging content to more viewers. This helps creators rapidly scale their reach without expensive marketing campaigns.

The social aspect is a big attraction as well. Creators engage with fans through comments and direct messages to foster a sense of connection. Fans in turn feel invested in supporting creators they personally interact with. This grassroots approach has proven highly effective at monetizing large followings through sponsorship deals or affiliate marketing promotions featuring favorite creators.

Mobile optimization is another factor fueling creator trends. Smartphone proliferation allows anywhere access to social media. Creators convenience produce and share content while on the go. Audiences too can consume content anytime, anywhere which sustains high levels of viewer engagement with social channels.

Insights, By Revenue Model: Sponsorships and Partnerships are Vital for Creator Monetization

In terms of revenue model, sponsorships and partnerships sub-segment holds the largest share of 43.2% in the market. Once creators attain meaningful followings through engaging social media content, they gain leverage to attract lucrative sponsorship deals from brands.

Creators promote sponsoring brands to their loyal audiences through dedicated branded posts, stories, or videos. This allows advertisers targeted exposure to exactly whom they want to reach online through trusted sources. Creators guarantee value by vouching for products and services in exchange for money, gifts, or other perks sponsored per individual agreement.

Partnerships go further by pairing creators with brands on long-term collaborative projects. For example, cosmetic companies may provide makeup tutorials by popular beauty influencers. Electronics brands promote new releases through sponsored videos by tech reviewers. These multi-layered brand associations become win-wins as they inspire customer loyalty and purchases for advertisers while expanding creator revenue streams

The major players operating in the Middle East and Central Asia Creator Economy Market include Meta, YouTube, Twitch, TikTok, Spotify, Uscreen, Snapchat, LinkedIn Corporation, Gumroad, and Viu.

• In June 2023, The Internet Society announced a global partnership with Meta to develop local Internet ecosystems and strengthen cross-border interconnections globally. This partnership aims to remove barriers to affordable, reliable, and secure Internet access. It involves various areas of work, including the development of Internet exchange points (IXPs), training technical communities, and measuring Internet resilience in countries around the world.
• In June 2022, Spotify announced the acquisition of Sonantic, an AI voice platform, for US$ 115.5 million (around €93 million). Sonantic is a U.K.-based startup that has built an AI engine to create very realistic-sounding, yet simulated, human voices from text. The integration of Sonantic’s AI voice technology into the Spotify platform has already resulted in the release of Spotify’s own AI-X, a feature that provides a curated playlist with a side of commentary, personalized for every user.
• In November 2022, Snapchat announced partnership with Amazon Fashion to bring an augmented reality (AR) shopping experience to Snapchat users, initially focusing on eyewear. This collaboration allows Snapchat users to explore, shop, and digitally try on thousands of eyewear styles directly within the app, with the option to seamlessly purchase the products via the Amazon Fashion store.
• On May 26, 2020, Viu and AIS PLAY launched two new Vui original production, My Bubble Tea and Voice in the Rain. This collaboration results in tremendous consumer adoption with subscribers of Viu service via AIS PLAY. AIS PLAY provides a diverse range of entertainment content for streaming on demand in Thailand.

• By Platform Type
  • Social Media Platforms
  • Video Sharing Platforms
  • Podcasting Platforms
  • Live Streaming Platforms
  • eCommerce Platform
  • Others (Crowdfunding Platforms, Sports/Gaming, etc.)
• By Revenue Model
  • Advertising
  • Paid Subscriptions
  • Merchandise
  • Affiliate Marketing
  • Sponsorships and Partnerships
  • Tips/Donations
• By Application
  • Lifestyle
  • Art & Design
  • Music
  • Sports
  • Gaming
  • Others (Education and Learning, Cosplay, etc.)
• By End User
  • Amateur Creator
  • Professional Creator