A new “livestreaming economy” is emerging across the Middle East and North Africa (MENA). Fuelled by smartphone penetration and social media, live interactive video is moving beyond entertainment into shopping, education and government outreach.
Consumers now buy via live product demos, students attend real-time online classes, and city governments host live Q&As. Industry analysts forecast explosive growth: the MENA livestreaming market was roughly USD 8.1 billion in 2024 and is projected to more than double to about USD 17.8 billion by 2030.
In the United Arab Emirates alone, annual tax revenue from livestreaming content is expected to jump from USD 2.4 billion in 2024 to USD 4.6 billion by 2030. This surge reflects billions of hours of viewing and billions in new commerce enabled by live video.
Livestreaming is now deeply integrated across multiple sectors in the MENA region. In entertainment and lifestyle, musicians, fitness instructors, chefs, and hobbyists broadcast daily, with around 115,000 creators in the UAE alone streaming content ranging from gaming and cooking to motivational talks.
Global platforms like TikTok LIVE, BIGO, and YouTube Live dominate the space. At the same time, regional talents like Moroccan gaming streamer Soufiane “VodkaFunky” Gharbaoui have gained international recognition, illustrating how local creators can reach millions. In e-commerce, retailers are leveraging “live shops” on platforms such as Facebook, Instagram, and TikTok to demonstrate products and engage with customers in real time, an approach supported by data showing that 79% of UAE social media users rely on these apps for product discovery.
Startups like Hoods, the Middle East’s first dedicated live shopping platform, have emerged to capitalise on this trend, with analysts predicting social commerce will become central to regional retail. Livestreaming has also taken hold in education and public services, with schools and consultants offering live online classes, and initiatives like Dubai’s Knowledge Lab hosting interactive panels on city innovation and planning.
Key stats illustrate the economic impact: livestreaming creators and related businesses are generating jobs, tax revenue and new entrepreneurs. One forecast estimates the UAE’s creative livestreaming sector (content production, events, talent) will create tens of thousands of new jobs and contribute hundreds of millions in VAT receipts.
Platforms like TikTok LIVE have global revenues in the billions, and MENA is a fast-growing piece of that pie. Globally, live commerce is booming: the worldwide livestream shopping market is expected to reach USD 940 billion in 2024 and USD 6.08 trillion by 2035. While China and Southeast Asia lead the boom, MENA is catching up quickly on the tailwinds of its young population and high social media use.
Notable successes highlight this trend. Apart from VodkaFunky’s gaming streams, music stars like Egyptian singer Mohamed Ramadan have racked up tens of millions of views on livestreamed concerts.
In Saudi Arabia, influencer-led live events regularly draw 10,000-plus concurrent viewers. In the UAE, companies like Namshi and Noon.com increasingly use live video to showcase fashion collections, sometimes doubling engagement compared to static ads.
Investment funds are also betting on livestream tech. In 2023 MENA startups in live commerce and streaming raised new venture rounds.
In summary, livestreaming in the Middle East has transcended its “niche entertainment” origins. It now drives real economic value: millions of consumers interact with brands live, new channels for sales and education are opening, and governments are studying the model for smart-city services.
The technology is still evolving, but early trends suggest this new economy is here to stay. Businesses across the region are scrambling to figure out how to plug into live broadcasts, whether by partnering with star influencers or building their channels.
As one industry analyst put it, livestreaming is “shaping a digital marketplace where scrolling can instantly turn into buying,” a transformation MENA markets are embracing with zeal.