YouTube introduced three creator-led shows spanning Ramadan cooking, family entertainment and travel, as new research highlights the influence of creators on audiences in Saudi Arabia and the UAE.
YouTube unveiled three new creator-led shows at its annual Brandcast advertiser event, highlighting the growing role of digital creators in entertainment, consumer research and travel discovery across the Middle East and North Africa.
According to a Kantar survey cited at the event, 79% of Gen Z viewers aged 18 to 27 in Saudi Arabia and the UAE prefer watching content from their favourite creators over studio-produced shows or movies. The research also found that 88% use YouTube to research purchasing decisions, while 66% prefer watching videos rather than reading text or listening to audio when researching travel destinations.
The three shows introduced at Brandcast combine creator-led entertainment with formats designed for regional audiences.
- Chef & Fesh: Hosted by AbuRob, whose YouTube channel has more than 17 million subscribers, the Ramadan cooking series pairs a professional chef with her husband in a challenge to recreate dishes without recipes before iftar.
- Jahzen wela lesa? (Ready or Not?): This eight-episode studio entertainment series is hosted by family and lifestyle creator Azza Zarour, whose channel has 11 million subscribers. It features expecting parents and friends taking part in parenting challenges.
- Unique Stays Travel Series: Gaming and lifestyle creator Sh5baar, who has 10 million subscribers, visits unusual properties around the world while exploring local culture, food and neighbourhoods.
YouTube also highlighted the platform’s reach across formats and devices, from short-form videos on Shorts to product reviews, podcasts and long-form content watched on connected TVs.
The Kantar research found that 91% of surveyed viewers in Saudi Arabia and the UAE agreed that YouTube allows them to explore topics in greater depth. The same share of surveyed Gen Z viewers said the platform provides access to content they strongly relate to.
Javid Aslanov, Head of YouTube MENA, said creators build trusted relationships with audiences across formats, giving advertisers opportunities to connect with viewers through entertainment, learning and product discovery.
The announcements underscore YouTube’s focus on creator-led programming as brands look to reach engaged audiences across the region, particularly during Ramadan.
Source: Fast Company Middle East
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