• | 12:00 pm

Arab youth to fuel growth of creative economy in the MENA region

With almost the entire population active on social media, the market for digital content creators in social entertainment is expected to expand rapidly in the coming years.

[Source photo: Anvita Gupta/Fast Company Middle East]

The content creator economy in the Arab region is booming as growing numbers of young people increasingly embrace video-based social platforms.

Companies such as Asia Innovations Group (AIG), the company fueling social video entertainment platform Uplive, found that new digital tools and platforms enable creators to cement lucrative businesses as full-time content creators. 

“Apart from providing a more interactive and immersive way to engage with their audiences, content creators — especially in the MENA region — are now making a decent living through digital tools and platforms,” said Andy Tian, the co-founder and CEO of AIG in a statement. 

In 2021, more than 50 million content creators, curators, social media influencers, bloggers, and videographers worldwide were using digital platforms to monetize their content, according to the Creator Economy Report, published in September last year. It valued the global creator economy at a staggering $104.2 billion.

In UAE alone, 98.98% of a population of more than 9 million is active on social media, according to AIG, which indicates a broad market for digital content creators in the social entertainment category.

Video streaming has emerged as a prevalent form of content on social media platforms, with the rise of the short-form video app TikTok. As a result, platforms such as Uplive are attempting to position themselves as critical strategic partners that can help content creators gain recognition and generate income, particularly in emerging markets.

“Uplive’s worldwide events are making the global and regional creator economy more accessible and rewarding for users,” said Tian.

He added that the platform is working with creators across various industries, including music and fashion, through its partnerships with events such as New York Fashion Week and MTV Fashion Week. Uplive also recently partnered with American singer Paula Abdul to host the second Worldstage online singing competition. The winners receive the opportunity to record original songs with award-winning producers.

By enabling regional creators to produce local content, Uplive aims to nurture and promote Arab talent in keeping with the region’s culture and a growing appetite for multicultural content, the company said.

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