As our region whirrs back to life after a year of dealing with Covid-19, thanks to the fast and efficient rollout of vaccines, our industry is busy assessing the direction media is headed – and which markets have the most potential in 2021.
So, let’s talk about Saudi Arabia – because everyone else is.
The country began this year fighting both an economic slowdown in the non-oil sector triggered by the pandemic, and a collapse in oil prices that hurt state revenues.
But the worst seems to be over for this crucial market and there are genuine signs of a faster-than-expected recovery. In its World Economic Outlook report issued in October last year, the International Monetary Fund (IMF)
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