A recent study by Rise Studios, in partnership with Parrot Analytics, has found that the entertainment industry is witnessing a significant shift in consumer demand, with non-English content taking centre stage. The research explores audience preferences for content genres and formats in the MENA region, revealing an increasing desire for Asian language TV and Arabic-language content, highlighting fertile ground for global and regional content producers.
According to the findings, there has been a remarkable surge in the demand for non-English content, accounting for 40% of the global market in 2023, up from 23% in 2018. The MENA region is leading this trend, with non-English content now dominating over half of the demand, driven by a growing appetite for Chinese, Korean, and Japanese content. Drama is the most sought-after genre, resonating across cultural boundaries. However, there has been a notable rise in the demand for animation content, growing from 6% to 12% in the past five years, appealing to young and adult audiences.
Moreover, the study highlights a surge in the desire for Arabic-language content, indicating a burgeoning market for homegrown stories. CEO and co-founder of Rise Studios, Amanda Turnbull, said that the region is in a transformative era in entertainment, and the report highlights the nuances of audience preferences, paving the way to fully harness the market’s potential. By combining global appeal with local relevance, the studios produce highly demanding and culturally rich content, solidifying their presence worldwide.
Wared Seger, CEO of Parrot Analytics, added that working alongside Rise Studios, they have uncovered the vibrant dynamics of MENA’s media consumption, and this partnership is more than a venture into analytics; it’s a commitment to elevating the narrative richness of the region. Together, they are unlocking the potential of data to craft stories that entertain, connect, and reflect the diverse tapestry of global audiences.
Rise Studios invests in regional content markets and collaborates with strategic partners to identify content that resonates with Arabic-speaking audiences worldwide while also appealing to international viewers. The research, commissioned by Rise Studios and conducted by Parrot Analytics, underscores the importance of data-driven insights in shaping the future of entertainment.
