The online platform revolution that began in Western countries in the late 2000s has now begun having widespread impact across emerging markets as well. In particular, the Middle East and Central Asia regions have seen significant growth over the past 5 years in what is now broadly termed the “creator economy” – where individuals can generate income from online content creation and digital goods/services.
The Rise of Influencers
One of the first visible signs of the creator economy taking hold in the region has been the rise of social media influencers. Powered by the growth of platforms like YouTube, Instagram, Snapchat and TikTok, a new class of internet personalities has emerged who build large followings by sharing their daily lives, opinions, reviews and more online. Many influencers in the Middle East and Central Asia have built followings in the millions by creating localized content in native languages on lifestyle, fashion, beauty and entertainment topics.
The pandemic gave further boost to the influencer economy as people spent more time online at home. Major influencers in countries like the UAE, Saudi Arabia, Iran, Turkey, Egypt and Pakistan can now command advertising rates in the thousands of dollars per post. Global consumer brands have taken notice and actively collaborate with top regional influencers to reach youth audiences. Online talent management firms have also sprung up to help influencers monetize their followings through sponsorships, merchandise, and other business opportunities.
Digital Content on the Rise
Beyond social media personalities, pure digital content is also seeing strong growth across genres as a professional career path. Video creators focus on topics from comedy and drama to DIY tutorials, gaming, and documentaries. Podcasting has taken off especially among young, educated listeners interested in news, culture and entertainment. Digital publishing through blogs and online magazines allow aspiring writers and photographers to build audiences and potentially monetize quality work.
Tech skills training through video courses or online workshops are popular as both hobby projects and small businesses for some tech-savvy creators. Meanwhile, visual artists, graphic designers,animators and others leverage platforms and marketplaces to sell digital assets like illustrations, logos, animations or even non-fungible tokens (NFTs). The digital content sector is still in its early stages but shows promise as a new field for creative professionals to pursue diverse interests beyond traditional careers.
Growth in Mid-Level Creators
While top social media personalities and digital stars remain the exception, the creator economy is reaching an increasingly wider base in the Middle East and Central Asia region. Mid-level influencers and content creators with audiences in the 10,000s to 100,000s range are finding ways to monetize through various partnerships and revenue streams. Small podcast and video projects are viable side businesses or side hustles for skilled amateurs pursuing their creative passions.
Online freelancing platforms have played a role by allowing regional talents to offer services globally – from writing and design to software development, consulting and more. The growth of convenient digital payment options also allows international fans and customers to support their favorite creators from the region. All these factors are helping move the creator sector beyond a niche phenomenon into an established part of the urban workforce.
Challenges Remain
Despite promising signs, the creator economy landscape across Middle Eastern and Central Asian countries is still developing compared to Western markets. Infrastructure gaps and socio-cultural challenges remain impediments that creators must navigate. Access to high-speed internet, especially outside major cities, impact viewership and engagement potential. Local content regulation and cultural sensitivities influence the types of projects that can thrive.
Monetization continues to be an issue, with sponsors still hesitant to invest heavily in an emerging space. Tax compliance for online income streams is another complex issue, especially as borders remain closed due to the pandemic. Language barriers limit some regional talents from reaching global audiences directly. However, technology adoption will continue supporting greater connectivity needed for the creator economy to fulfill its potential across diverse cultural communities.
Future Growth Expected
With nearly half the regional population under 30 years old and social media penetration rising rapidly, the demographic tailwinds for further creator economy expansion in Middle Eastern and Central Asian countries remain strong. Local venture capital interest in internet startups has increased over the past couple years as well. This funding will help platforms develop features to better support creators, while startups build tools catering to their specialized needs.
As connectivity gaps shrink and administrative issues are worked out, the region’s emerging creator class will connect with audiences worldwide, selling digital goods, events and live experiences. Meanwhile, more mid-level talents will recognize content creation as a viable self-employment path, shaping vibrant online subcultures in the coming decade. The Middle Eastern and Central Asian creator economy has taken root and now enters a phase of sustainable growth empowering entrepreneurial spirits across the vast region on the global digital stage.
*Note:
- Source: CoherentMI, Public sources, Desk research
- We have leveraged AI tools to mine information and compile it