Industry Snapshot: ‘Hybrid consumption is growing’

In this Industry Snapshot, ATL Media’s Medhat Houalla sheds light on shifting media consumption patterns, and suggests blending traditional TV buys with programmatic CTV advertising to power seamless brand stories.

What are the major shifts in media consumption patterns over the past 12 months?

Despite the rise of digital platforms, TV continues to be a cornerstone of media consumption in MENA, especially for high-impact brand storytelling. ‘Premium content’ such as drama series, sports, and major events still commands high viewership, particularly in Saudi Arabia and the UAE. We have reinforced TVs role within integrated campaigns, ensuring seamless cross-channel amplification with digital and social platforms. 

The introduction of Saudi Arabia’s first official people meter system has provided advertisers with more precise, data-driven TV measurement, offering deeper insights into audience behaviours and viewing patterns. This has strengthened confidence in TV investments. We are leveraging these improved measurement tools to optimise ZEE Arabic channels content offerings and build the channels grids focused on delivering committed KPIs with our advertisers. 

The shift towards Connected TV (CTV) and Video-on-Demand (VOD) has not replaced traditional TV but rather enhanced the overall viewing experience. Hybrid consumption is growing, with audiences engaging across linear TV, OTT platforms like Shahid and Samsung Plus and broadcaster-owned digital extensions. We are blending traditional TV buys with programmatic CTV advertising, ensuring precision targeting and seamless brand storytelling across screens. Zee Alwan YouTube Channel, and ZEE Aflam and ZEE Alwan FAST Channels on Samsung Plus are examples of that extension. 

Seasonal and live-event programming (e.g., Ramadan series, football tournaments, and reality shows) continue to drive appointment viewing, reaffirming TV’s role in delivering mass reach and emotional impact. We have deepened our investment in content partnerships for Ramadan 2025, promising our viewers and clients an exceptional experience. Zee Alwan Ramadan Grid will be built on premium and epic content. 

In 2025, the key to strengthening client trust will rest upon … 

Delivering on efficiencies and KPIs with complete transparency is the key driver to strengthen the trust with the trust. Creating an engaging content utilising social assets and offering multi platform solution as a one stop agency has impacted with incremental trust from our clients.

Could you share your comments on the power of teamwork and the scale and skill of your teams?

Teamwork has been one of the most critical assets that ATL Media needed in 2024, as it was transition in representing Zee channels after three years. The team came together and delivered on the objective. The team has taken the challenge further by adding and onboarding new partners with ATL Media.

We will be announcing soon our new partner for 2026. The team in scale is present across UAE, KSA and Egypt and working on three verticals: agency, direct and third-party tie-ups.

What is your take on the rise of agentic AI in 2025 and its effect on the media industry?

The rise of agentic AI in 2025 is transforming MENA’s media industry by automating content creation, personalisation, and distribution. AI-driven platforms now generate hyper-localised Arabic content, optimise audience engagement, and even produce virtual influencers. Streaming services leverage AI to curate highly personalised experiences, while advertising shifts toward AI-driven targeting.

Media jobs are evolving, with AI handling repetitive tasks and human creators focusing on strategy and creativity. As AI autonomy grows, MENA’s media landscape must balance innovation with ethical and regulatory challenges.

By Medhat Houalla, Executive Vice President – Ad Sales & Syndication, ATL Media.