The role of media during Ramadan

Ramadan 2025: Where Technology Meets Tradition in the Middle East

Global research by The Trade Desk has revealed compelling insights into how technology and media consumption are reshaping Ramadan traditions across the Middle East, while family connections remain at the heart of the holy month.

The comprehensive study, conducted across the UAE, Saudi Arabia, and Egypt, uncovers a striking balance between tradition and digital innovation. While 88% of respondents prioritise family time above all else during Ramadan, 76% view technology as an integral part of their observance, highlighting how digital platforms are enhancing rather than replacing traditional practices.

Media consumption patterns show a significant shift, with streaming services now overtaking traditional TV during the holy month. 56% of respondents report spending more time streaming content during Ramadan compared to other times of the year, while 48% increase their traditional TV viewing. This transformation in viewing habits presents new opportunities for brands to connect with audiences through digital channels.

The research also reveals crucial insights for advertisers: 92% of consumers emphasise the importance of advertising that aligns with Ramadan's spiritual values. This finding underscores the need for culturally mindful advertising approaches during this sacred period. Consumer spending is expected to rise significantly in 2025, with notable increases predicted across key categories including travel (61%) and luxury goods (68%).

These findings point to an evolving landscape where technology enhances traditional practices rather than replacing them, creating new opportunities for meaningful connections between brands and consumers during the holy month.

Read the full report here

Published 13 February 2025 in partnership with The Trade Desk.