In recent years, Saudi Arabia has emerged as a dynamic hub for innovation and transformation, with its media landscape undergoing a significant evolution.

Driven by Vision 2030, the Kingdom is embracing changes that position it as a leading player in the global creative and digital industries. This blog explores the key trends shaping Saudi Arabia’s media sector, offering insights into how businesses and communication professionals can navigate this changing environment.

The Rise of Local Media Giants

Saudi Arabia’s media industry has seen a surge in the influence and reach of local players. Platforms like MBC Group and Al Arabiya have established themselves as formidable entities, delivering content that resonates with audiences across the Arab world and beyond. These outlets are not just broadcasters; they are cultural ambassadors, showcasing Saudi values and stories to the world.

For instance, MBC’s streaming platform Shahid VIP has emerged as a strong local contender, producing successful Saudi-based shows such as “Rashash” and “The Devil’s Promise”. These productions have captured global attention while remaining deeply rooted in Saudi culture, showcasing the Kingdom’s ability to compete on an international level.

The demand for Arabic-language content has skyrocketed, reflecting a growing appetite for narratives that reflect local traditions and modern aspirations. Communication professionals can take a cue from this trend: aligning with culturally relevant storytelling, like the Saudi Pro League’s rebranding campaigns, has proven to drive stronger audience engagement.

Digital Dominance: Social Media’s Impact

Saudi Arabia is one of the most digitally connected nations in the world, with a staggering social media penetration rate. Platforms like Snapchat, Instagram, and TikTok dominate the scene, reshaping how Saudis consume news, entertainment, and advertisements.

Snapchat, in particular, has become a Saudi favorite, with Riyadh consistently ranking among the world’s top cities for daily usage. Notable brands have capitalized on this trend: for instance, NEOM’s immersive AR campaigns and STC’s influencer-driven initiatives effectively combined visual content with storytelling to reach younger audiences.

TikTok, with its bite-sized videos, has also proven impactful for campaigns. The platform saw a massive push during Saudi National Day celebrations, with brands using viral challenges and engaging video snippets to connect with Gen Z Saudis.

This digital dominance is further driven by Saudi Arabia’s youthful demographic—where over 60% of citizens are under the age of 30. Influencers have become trusted voices in this ecosystem. Campaigns such as the Saudi Tourism Authority’s “Welcome to Arabia” campaign, which featured prominent influencers exploring the Kingdom, demonstrate the power of combining localized digital strategies with compelling narratives.

The Netflix Effect and Streaming Platforms

Streaming platforms have transformed entertainment consumption in Saudi Arabia. Global players like Netflix and Disney+ are competing with local platforms such as Shahid VIP and StarzPlay Arabia to capture the attention of Saudi viewers.

The Kingdom’s recent reforms in the film and entertainment sectors have fueled this growth, leading to an increase in Saudi-produced films and series. One shining example is the critically acclaimed Saudi film “The Perfect Candidate”, directed by Haifaa Al-Mansour, which gained international recognition while spotlighting Saudi societal changes.

Netflix has also invested heavily in Saudi content, with shows like “Six Windows in the Desert” and partnerships with Saudi production houses to produce original series. This trend reflects a growing appetite for stories that showcase the Kingdom’s culture, history, and modern aspirations.

For marketers and content creators, this presents a golden opportunity to invest in authentic storytelling that resonates with Saudi audiences and reflects local narratives.

The Shift in Advertising Strategies

As the media landscape evolves, so do advertising strategies. Businesses are increasingly reallocating budgets from traditional channels to digital platforms. Data-driven marketing, which leverages analytics to craft targeted campaigns, is now at the forefront of advertising in Saudi Arabia.

One notable example is STC Pay’s digital campaigns, which have successfully used personalized content and influencer partnerships to drive customer engagement. Similarly, the Saudi Pro League’s multi-platform digital campaign to promote its football season has utilized AR, drone light shows, and teaser snippets to captivate local and global audiences.

Influencer marketing remains a powerful strategy, with personalities like Mohammed Alhamdan (Warchieff) and Nora Bo Awadh connecting brands to niche audiences. By collaborating with influencers who align with their values, businesses can tap into loyal and highly engaged followers.

Immersive technologies such as augmented reality (AR) and virtual reality (VR) are also on the rise. For instance, Saudi Telecom’s AR activations during major events highlight how brands are creatively engaging consumers through cutting-edge technology.

Challenges and Opportunities

Navigating Saudi Arabia’s media landscape is not without its challenges. Regulatory compliance, cultural sensitivities, and the rapid pace of technological change require businesses to stay agile and informed. However, these challenges also present opportunities.

Emerging niches such as eSports, podcasts, and virtual events are gaining momentum. Platforms like Galaxy Racer and KAFU Games are creating new avenues for brand partnerships, particularly with Saudi Arabia hosting major eSports tournaments as part of Vision 2030’s focus on digital entertainment.

Moreover, the Kingdom’s young and tech-savvy population is a driving force behind these changes. With 70% of the population under the age of 35, there is a growing demand for content that is innovative, engaging, and reflective of modern Saudi values.

The Role of PR in Navigating the New Landscape

In this rapidly changing environment, communication professionals play a crucial role. To succeed, they must adopt localization and digital-first strategies that align with Vision 2030’s goals.

For example, brands like AlUla’s tourism campaigns and the Red Sea International Film Festival’s media activations have effectively highlighted Saudi Arabia’s cultural and creative industries to global audiences. These campaigns combined local storytelling with international media outreach, setting a new benchmark for PR strategy.

Building strong relationships with local journalists, influencers, and content creators is more important than ever. For instance, media partnerships during Saudi National Day celebrations demonstrated the value of leveraging local narratives and cultural pride in large-scale communication campaigns.

Conclusion

The media landscape in Saudi Arabia is undergoing a profound transformation, offering both challenges and opportunities for businesses and communication professionals. By embracing digital innovation, leveraging the power of local narratives, and staying attuned to the needs of Saudi audiences, brands can position themselves for success in this dynamic market.

As the Kingdom continues its journey toward Vision 2030, adaptability and creativity will be key. Whether it’s through immersive technologies, influencer marketing, or authentic storytelling, the ability to innovate will define success in Saudi Arabia’s evolving media ecosystem.

The question remains: Are you ready to embrace the future of communication in the Kingdom?

Words By: Sherif Ghanem, KSA Director at Atteline