Middle East and Central Asia Creator Economy Market Trends

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.