YouTube Turns 20: MENA Creator Economy Emerges as a Global Force

RIYADH — April 24, 2025

As YouTube celebrates its 20th anniversary, the platform highlights the Middle East and North Africa (MENA) as a burgeoning powerhouse in the global creator economy. With record revenue growth, international reach, and a surge of influential talent, MENA creators are shaping the future of digital content.

Record Growth in Creator Revenue

A Year of Milestones Across the Region

According to YouTube’s latest data:

• In Saudi Arabia, the number of channels earning more than 1 million SAR annually grew by 40%.
• In Egypt, creators earning over 1 million EGP annually rose by 60%.
• In the UAE, the number of creators crossing the 1 million AED mark increased by 15%.

“What we’re witnessing is a creative renaissance,” said Tarek Amin, Director of YouTube MENA. “MENA creators are not only telling powerful stories — they’re building careers, companies, and communities.”

MENA Content Goes Global

Arabic Creators Captivating International Audiences

The region’s creators are expanding their reach beyond local viewers:

• 95% of watch time for UAE-based YouTube channels now comes from outside the country.
• 60% of watch time for Egyptian creators is driven by international audiences.

These figures demonstrate the global resonance of Arabic-language content, with international demand for regional storytelling at an all-time high.

Connected TVs Drive Deeper Engagement

The Shift from Mobile to Living Room Screens

Audiences in the region are increasingly watching YouTube on smart TVs:

• In Saudi Arabia, over 12 million adults watch YouTube on connected TVs.
• In the UAE, that number exceeds 2.5 million.
• Qatar reports more than 600,000 adult YouTube viewers on smart TVs.

This transition offers new opportunities for creators and brands to engage viewers through cinematic formats and storytelling.

A Decade of Strategic Investment in MENA

Empowering a New Generation of Creators

YouTube’s journey in the region includes:

• 2010: Launch of the Arabic-language interface.
• 2012: Introduction of the YouTube Partner Program in MENA.
• 2020s: Studio expansions, monetization support, and training programs.

Breakout creators nurtured through these initiatives:

• Hatoon Kadi (Noon Al-Niswa).
• Masameer, the hit Saudi animated series.
• Mohamed Abdelhafez, agriculture-focused channel with 100M+ views.

Brand Collaborations and the Future of Influence

A New Creative Economy Built on Trust and Reach

YouTube is becoming a strategic tool for marketers in MENA:

• Influencer campaigns now rival traditional media in effectiveness.
• Arabic content is proving scalable across markets.
• Creator-brand collaborations deliver unmatched authenticity.

Marketers are embracing this shift, building deeper connections with audiences through creator-led storytelling.

Looking Ahead: What the Next 20 Years Could Hold

As YouTube enters its third decade, its role in MENA is expanding — not only as a space for entertainment but as a launchpad for careers, culture, and commerce.

From Riyadh and Cairo to Dubai and Doha, MENA creators are shaping digital culture on a global scale — and the future looks brighter than ever.