By Suzi Kuban, Direct of Marketing and Content, Next Broadcast Media
Saudi Arabia’s Podcast Boom: Breaking Records and Boosting Brands
A 3-hour Saudi podcast broke Joe Rogan and Elon Musk’s record as the most watched podcast episode in the world.
While podcast’s mighty growth in North America has been well documented, the Middle East and North Africa (MENA) region – specifically Saudi Arabia – has gone somewhat under the radar.
But with more than 13 million people in the Arab world listening to podcasts for up to seven hours a week, there is a spotlight turning to the Middle East that podcast creators and advertisers are starting to notice.
In November 2022, Saudi podcast Finjan, amassed over 113 million views for a 3-hour episode featuring Yasser Al Hazim, relationship and communication skills trainer. This number makes this Arabic spoken podcast the most-watched podcast episode on YouTube globally.
Consumption has grown enormously in the Middle East, with MENA markets boasting the highest proportion of ”heavy” podcast listeners. Particularly in Saudi Arabia, which is leading the charge with 67% of adults listening to an hour or more a week. Compare that to America with 38%, UK 26%, and Germany 38%, listening for the same length of time.
Podcast Listening Habits in Saudi Arabia
Next Broadcast Media, global digital audio and podcast advertising network, operates and specialises in the MENA region, and their survey highlights diverse listening habits among Saudi podcast audiences, with significant numbers tuning in while driving, at home, and even while falling asleep.
- In the Car & At Home: A tie at 45%, showing that whether on the move or lounging, podcasts are a favourite choice.
- Bedtime Listening: With 26% tuning in while falling asleep, podcasts prove to be a nightly ritual for many.
- Active Listeners: 25% integrate podcasts into their workouts, making it a perfect time for energetic and motivational messages.
- Work & Commute: 22% engage with podcasts at work or while commuting, turning routine travels into opportunities for learning and entertainment.
Next Broadcast Media data further shows 55% of podcast listeners stated they have taken action as a result of hearing an ad on a podcast. This could range from visiting a website to making a purchase, highlighting the persuasive power of podcast advertising.
Speaking about the local podcast landscape Adel Saadi, Managing Director of Next Broadcast Media says
“There is a real unique and positive landscape in podcasting here. Arabic podcast content tends to be uplifting and incredibly brand-safe, with very rare obscenities or discussions of sensitive or violent topics. Instead, we see a great focus on arts, culture, literature, personal journeys and education.
Whilst the Arabic podcast market is growing, in the local Arabic language there are only thousands, if not hundreds, of shows – unlike somewhere like the US where English options are somewhat endless. This limited option means individual Arabic podcasts often attract a larger share of listeners per show, creating a more engaged and loyal audience – great for creators and advertisers alike!
We have a close relationship with many local content creators and we see how passionate and dedicated they are to producing high-quality content, which translates into podcasts that not only entertain but also hold a strong connection with their audience.”
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About Next Broadcast Media
Next Broadcast Media (NBM), the specialised digital audio ad tech and advertising network making podcasts and digital audio accessible and effective. We’re the leaders in audio ad-tech innovation and champions of transparent brand safe and suitable advertising. NBM is home to the largest audio network outside of the US, operating in over 50 countries. NBM is the facilitator for podcast creators to monetise their content, and advertisers to access quality content.
Founded in the UAE in 2019.
Media Contact: suzi.kuban@nextbroadcast.media
