Across MENA and beyond, ‘local relevance’ has become a recurring buzzword in industry conversations. But this is not a creative trend, it reflects a fundamental shift in how audiences choose what to watch.
Previous research by Rise Studios and Parrot Analytics shows that in MENA, demand for non-English content now accounts for more than 50 per cent of total audience demand, with Arabic-language content representing over 25 per cent, almost double its share in the last four years. These results show that this is not a niche preference but it is a behavioural shift at scale.
And yes, audiences in the Middle East are globally fluent. They consume Hollywood, Korean dramas, Turkish series and anime all in the same week. This global exposure has not diluted the preference of choosing local identity but rather, has sharpened it. When people are given meaningful local stories, they will choose them.
Cultural relevance as the viewpoint
Too often, localisation is treated as a finishing touch. A translated line or maybe even a visual cue added in post-production. This approach misses the point because cultural relevance is not about what symbols appear on screen, it is about whose worldview shapes the narrative.
Audience research consistently reinforces this. Research suggests that around 70 per cent of Middle Eastern consumers prefer brands that understand their culture, and that includes language, values and lived experiences.
We already see this shaping product strategies across different sectors beyond entertainment, from Arabic flavoured beverages and dates-based desserts in F&B, to halal-certified beauty products. Governments are also institutionalising this shift through initiatives such as Saudi Vision 2030, the UAE’s Make it in the Emirates, and similar localisation drives across the GCC.
In storytelling, the same principle applies, people connect when they feel like they relate, not when they recognise a stereotype.
Local storytelling enabled by trust
Doing local storytelling well requires a different operating model. It requires trusting regional teams not just to execute centrally developed ideas, but to also shape them.
When local creators influence character dynamics, humour, setting and themes, franchises do not fragment but rather they expand.
Within the global entertainment industry, we see how localised storytelling, whether in kids, lifestyle or entertainment genres, helps global brands feel genuinely native.
A good example of this is Fatafeat, a food network rooted in Arab culinary traditions and local narratives for the past 20 years, which demonstrates how culturally grounded content can build deep, enduring audience affinity.
This is often a difficult shift for global organisations because scale and consistency always feel safer. But brands rarely weaken by adapting thoughtfully, they weaken when they refuse to.
The risk of neutrality
In a region where digital content consumption is accelerating, neutrality or depending on global content alone is no longer a safe strategy.
According to previous reports, digital advertising spend in MENA reached $6.95b in 2024, growing nearly 20 per cent year-on-year, with social media and video formats driving the majority of growth.
The implication from this is clear, audiences are surrounded by content. If a story does not feel relevant then it will disappear into the feed.
And the stakes are commercial as well as creative. Strategy& projects the MENA media and entertainment market will reach $18b by 2028, with digital accounting for nearly three-quarters of the market and advertising surpassing consumer spending.
In that environment, cultural relevance is not a branding exercise but it is a growth lever.
The local edge: Connection over visibility
There is a difference between visibility and connection. There’s a lot you can do to tick a localisation box, but it rarely builds emotional relevance.
Research consistently shows that audiences respond more strongly to storytelling that is culturally grounded at a narrative level. A 2025 study of GCC social media advertising found that culturally attuned storytelling significantly increases engagement and brand recall, while generic or culturally disconnected content struggles to sustain attention.
Imagine a global franchise where a family meal scene reflects local dining rituals, humour is shaped by regional social cues, or a classroom storyline mirrors local educational realities. These details do not change the plot, but they change how the story feels and that’s what drives connection and is the difference between being watched and being remembered.
A more useful question
Maybe a more useful question for global storytellers today isn’t “How can this story work everywhere?” but, “How can it feel real somewhere?” Because when a story feels relevant to the audience, they notice and care about it.
In regions like MENA, being rooted in local culture is a source of creativity. And in a world flooded with content, that is what makes a story stick.
By Grigory Lavrov, VP Marketing, Local Brands & Franchise Management, CEE & MENAT, Warner Bros. Discovery.
