In the heart of Saudi Arabia’s cultural transformation, audio serves as the soundtrack to change, weaving itself seamlessly into the fabric of everyday life.
Whether through podcasts, audiobooks, or music streaming platforms, people consume audio seamlessly, integrating it into various aspects of their daily routines, from morning commutes to evening wind-downs. This is amplified now more than ever due to the abundant presence of smartphones, which provide instant access to unlimited audio content anytime, anywhere.
The phenomenon is most pronounced among the youth, who constitute around 50 per cent of the total Saudi population. This is largely due to their innate adaptability to new technologies and their constant desire for connectivity and self-expression.
As a result, audio has seamlessly integrated into their cultural experience and personal development, serving as a bridge between their cultural heritage and the embrace of global trends.
With increased connectivity and exposure to global influences, Saudi youth are exploring new avenues of self-expression while maintaining a deep-rooted pride in their traditions. In this cultural evolution, audio emerges as more than mere entertainment; it becomes a vehicle for storytelling, learning, and community building.
The undeniable surge in audio streaming, underscores the profound impact of this medium in shaping the narrative of modern Saudi society.
What does that mean for brands?
Creating one-on-one audio experiences for Saudi youth requires a delicate balance between global and local.
It’s about offering a diverse range of content that reflects the multifaceted nature of Saudi society while providing listeners with the freedom to explore and engage with topics that resonate with them personally. By embracing this, brands can craft experiences that resonate with the diverse identities and aspirations of young Saudis, which ultimately can capture the attention of the consumer in the most personal moments.
The potential for hyper-personalisation in audio experiences is truly exciting. Imagine dynamic mash-ups of music, podcasts, and content that seamlessly weave together diverse cultural influences, resonating with individual tastes like never before.
But it doesn’t stop there. With the wealth of data available, we can now anticipate cultural shifts before they even happen. By analysing trends and consumer behaviour, we can identify when something is on the brink of mainstream adoption and seize unique opportunities to engage audiences.
Furthermore, leveraging personal data allows us to understand individuals’ emotions throughout the day, enabling the creation of custom audio experiences tailored to their unique moods and preferences. This level of personalisation not only enhances the listening experience but also deepens the emotional connection between brands and consumers in this rapidly evolving cultural landscape.
What will the near future of audio entail in Saudi Arabia?
The future of audio is about forming communities centred around common interests, emotions, and engagements.
With the rise of artificial intelligence (AI), it will play a crucial role in precisely targeting content and brand communications for a Saudi listener group that encompasses that ‘glocal’ (global and local) mash-up.
Significant investments are being made by brands in AI to creatively identify and engage with customers, with more than half of the major brands prioritising AI for audience segmentation. As technology continues to improve audience targeting capabilities, the audio landscape will transform into a realm where groups of individuals with similar interests can come together to share personalised content and start further embracing brand communications.
Exploring the potential of audio in Saudi Arabia promises an exciting journey towards crafting the most extraordinary experiences imaginable. From evocative storytelling to immersive soundscapes, the future holds boundless opportunities to captivate and engage audiences in unprecedented ways.
By Rita Kteiche, Business Director at Zenith
