For decades, the world’s stories unfolded on front pages, linear channels and around the majlis. Then came the era of endless scrolling – where culture scattered across countless feeds and fleeting stories. Now, the script is shifting once more. In a region that has always loved gathering – for Ramadan series, football nights, or everyday family dinners – the living room is reclaiming its role as the home of connection and culture. At the heart of it all is one screen: the connected TV (CTV).
From linear habit to digital ritual
Let’s be honest: TV never really left. From Bab Al Hara to Arab’s Got Talent, television has always been where MENA’s biggest cultural moments happened. What’s changed is how we watch them.
Today, more than 85 per cent of households in the Gulf own a smart TV, and people are streaming everything – Arabic dramas, Turkish series, YouTube content, football highlights – all from the same couch. On average, viewers across the GCC spend from six to more than 20 hours per week watching digital video, underscoring how on-demand entertainment has become central to daily life.
Platforms like Shahid, the region’s homegrown streaming powerhouse, have transformed the big screen into an open platform where culture meets stories. It’s not just about watching any more; it’s about choosing, rewinding, bingeing and even shopping – all from the same seat.
Streaming becomes the new stage
When Shahid launched its premium tier, many saw it as MENA’s answer to Netflix. But what it has really become is something far more interesting: a new kind of stage for Arabic storytelling, and a new kind of opportunity for brands.
Online video is now projecting the highest growth area in MENA, reaching $8.4bn by 2029, while Saudi Arabia alone is expected to surpass 28.7 million OTT users – illustrating just how deeply streaming has entered everyday culture.
It’s where Ramadan series debut to record-breaking audiences. Where Gulf dramas, Egyptian comedies and Saudi thrillers coexist in one app. And where advertising has evolved from being background noise to becoming part of the entertainment experience.
Emotions and attentions align
Social media taught us to chase quick clicks. But CTV brings attention back to where it belongs – with emotion, immersion and intent.
With more than 60 per cent of viewers reporting that they prefer watching content on CTVs in MENA, brands can reach these audiences with the emotional depth of linear TV but with digital precision through CTV advertising. And it’s not just any audience – high and mid-income individuals account for nearly 72 per cent of all digital video consumption in the GCC, showing that brands are connecting with consumers who have both passion and purchasing power. On CTV, brands don’t have to fight for a two-second swipe. They can build experiences and tell stories that unfold, breathe, and resonate.
Whether it’s a cinematic Ramadan spot that stirs nostalgia, a curated piece of branded content or a data-driven campaign served to viewers, it offers something the feed never could: attention with intention.
It’s no coincidence that CTV viewership peaks during communal moments. These are not passive audiences; they’re co-viewing, discussing and sharing. For marketers, that’s gold.
The modern prime time
The question isn’t whether your brand should be on CTV – it’s whether you’re showing up in the right way. The best CTV ads don’t interrupt stories; they participate in them. They don’t shout for attention; they earn it through craft, timing and cultural empathy.
With Shahid now offering rich audience insights, contextual targeting and unique ad formats, the living room has become an incredibly strategic – and measurable – media space. It’s not only about banner ads and pre-roll. CTV is where your brand gets to feel big again.
The return to shared culture
After a decade of fragmented attention, people are gathering again – together, in front of the screen. For brands, this isn’t just a new media channel. It’s the return of shared culture – and the opportunity to be part of it.
Because, while the rest of the world scrolls through noise, the Middle East is showing that the biggest stories – and the biggest feelings – still belong on the biggest screen.
This is where connection lives. And where brands can belong again.
By Jad Saab, Digital Growth Lead, MMS
