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Livestreaming, the real-time sharing of audio-visual content over the internet, has evolved into one of the most dynamic mediums of the digital age. By enabling live interaction between content creators and their audiences, it fosters a unique sense of immediacy and engagement that static content formats struggle to match.
Across the Middle East and North Africa (MENA) region, this trend is not only redefining entertainment but also unlocking significant economic and social value. According to Kearney’s report, “The Livestreaming Entertainment Revolution: What’s at Stake?”, the rapid growth of entertainment livestreaming presents a critical opportunity for MENA nations to establish themselves as global production hubs and capitalize on the rising demand for interactive digital experiences.
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While traditional video broadcasting and pay television continue to play a role, their influence is waning in the face of digital disruption. Livestreaming, with its interactive and authentic nature, is quickly capturing the attention of global audiences. In MENA, the sector is witnessing fast-paced growth, especially in digitally advanced economies such as Saudi Arabia, UAE and Egypt.
These markets are increasingly embracing livestreaming as a mainstream entertainment format, and the shift signals broader changes in consumer habits and content consumption across the region.
TikTok LIVE: Powering real-time commerce and connection
One of the platforms leading this transformation in the MENA region is TikTok LIVE. It has emerged as a powerful channel for brands to connect with consumers through live storytelling, interactive content, and creator-led sessions.
“TikTok LIVE complements traditional e-commerce by driving discovery, brand affinity, and purchase intent,” said Sami Kobayter, head of Business Partnerships for Consumer Industries, Global Business Solutions at TikTok MENA. “Brands are using it for product demos, live Q&As, and interactive streams that resonate with today’s content-savvy consumers.”
Whether it’s through promo code redemptions, limited-time deals, or exclusive product previews, businesses are leveraging the platform to blend retail with entertainment, creating immersive shopping experiences that go beyond clicks and conversions to build lasting brand loyalty.
UAE businesses go live and win big
In the UAE, companies are increasingly integrating TikTok LIVE into their marketing and sales strategies. The platform offers an unmatched level of authenticity and immediacy, making it ideal for brands seeking closer consumer relationships.
Retailers are using TikTok LIVE to showcase products in action, whether through behind-the-scenes tours, educational segments, or influencer-led tutorials. Live broadcasts often include flash sales, exclusive offers, and time-sensitive promotions designed to drive conversions in real-time.
Influencer partnerships are also playing a critical role. By collaborating with local creators, brands are tapping into highly engaged niche communities. The result: higher reach, stronger engagement, and greater trust.
One standout example of TikTok LIVE’s potential comes from Samsung. The electronics giant ran a successful “Ramadan Souq” campaign in the UAE, co-hosted by popular tech content creator Ahmad Boarki (@slorks). The sessions promoted special Eid offers, giveaways, and exclusive product insights, creating a festive shopping experience tailored to the holy month.
Samsung also activated TikTok LIVE during the Dubai Esports and Games Festival, broadcasting directly from their Gaming Zone. The live session, hosted by renowned Emirati gamer Mohamed Aamer (@mohdaamer), connected online viewers with on-site events. It introduced Samsung’s top gaming products and featured exclusive offers, turning a physical event into a high-impact digital touchpoint.
The power of two-way communication
One of TikTok LIVE’s most valuable features is its ability to facilitate two-way interaction. Viewers can ask questions, leave comments, and receive real-time feedback, all of which deepen the customer relationship and drive higher satisfaction.
As Kobayter put it: “LIVE is becoming a powerful tool for brand storytelling, audience building, long-term engagement, and sales.”
The interactivity and relatability of livestreams help businesses create emotional connections with their audiences, turning passive viewers into active participants and loyal customers.
Beyond retail and marketing, TikTok LIVE is helping shape a vibrant new digital economy. The Kearney report underscores how livestreaming is enabling a new generation of digital entrepreneurs in MENA to monetize their talents and build personal brands, without the traditional gatekeepers of media and commerce.
By 2030, the livestreaming sector is projected to contribute up to $17.8bn to the MENA digital economy. Much of that growth is expected to be creator-driven.
In the UAE alone, over 115,000 creators go live every day, highlighting just how embedded livestreaming has become in the region’s digital culture. The simplicity of the format, a smartphone, an idea, and an internet connection, lowers entry barriers and aligns with national strategies such as Saudi Vision 2030 and UAE Vision 2031, both of which emphasise entrepreneurship and innovation.
Tools, training, and support for creator success
TikTok is also investing heavily in supporting its LIVE community. Global initiatives like LIVE Fest celebrate creators while showcasing the commercial power of real-time content. Meanwhile, platform tools such as the Creator Chat Room, LIVE safety features, and Creator Inbox empower creators to manage their audiences more confidently.
Region-specific programs further enhance creator capability. For instance, TikTok has launched LIVE programming during cultural events like Ramadan and provided training and campaign support tailored to MENA creators, enabling them to increase both reach and impact.
This strategic support structure is turning TikTok LIVE into a launchpad for the region’s next generation of content entrepreneurs, many of whom are now driving traffic to external businesses and building standalone digital brands.
The macroeconomic impact of entertainment livestreaming is profound. As domestic livestreaming activity grows, it creates an ecosystem of creators, agencies, technology platforms, and support services. This ecosystem drives GDP growth, employment, and higher tax revenues.
Kearney projects that by 2030, Saudi Arabia’s livestreaming industry will support over 76,000 full-time jobs within the core sector and an additional 60,000 indirect jobs. Egypt stands to gain significantly as well; as of 2024, 0.3 per cent of its GDP is already attributable to the livestreaming sector, a figure expected to grow to $4.7bn by the end of the decade.
What was once a niche digital format is now a driver of economic development, cultural expression, and retail transformation across MENA. With accessible tools, strategic partnerships, and platform investment, TikTok LIVE is democratizing digital opportunity, one stream at a time.
As MENA countries double down on their digital ambitions, livestreaming stands out not just as a content trend, but as a pillar of the region’s future economy.
