Saudi Arabia’s television and video market is rapidly evolving into one of the region’s most valuable platforms for advertisers, brands and media owners, as audiences increasingly combine traditional TV viewing with streaming, mobile video and on-demand content.
According to research by Strategy&, a part of the PwC, “Saudi Arabia’s vibrant and rapidly growing entertainment and media industry” is making an important contribution to economic diversification, with the Kingdom’s TV market “undergoing transformation” and the OTT video market described as “dynamic and developing as new technologies emerge.”
For marketers, the significance lies in changing audience behaviour at scale. The report says Saudi Arabia’s growth potential is driven by “high rates of content consumption, including TV, streaming, video sharing, and gaming,” supported by “impressive adoption of smartphones,” “robust social media,” “fast connectivity,” and “advertising growth opportunities.”
Despite the rise of streaming, television remains highly resilient. “TV retains a majority share of viewership,” the study notes. It adds that TV is expected to generate “around 50 percent of total TV and video revenues.” Television accounted for 54 percent of total revenues in 2019 and is forecast to hold 47 percent in 2025.
This suggests that for brands, linear TV remains essential for reach and mass awareness, while digital video adds precision targeting and engagement.
At the same time, Saudi Arabia’s OTT segment is expanding faster than the wider region. OTT revenues are projected to grow at an “11.9 percent compound annual growth rate (CAGR) from 2019 through 2025,” compared with “10.4 percent CAGR” for the broader MENA market.
The report highlights a major shift in consumption patterns: “Digital technology allows viewers to blend linear and streaming, curating their own content.” For advertisers, that means future campaigns must be designed across multiple screens rather than siloed platforms.
Saudi Arabia’s digital infrastructure strengthens the opportunity. Smartphone penetration stands at “98.2 percent,” while internet penetration has reached “97.9 percent,” helping fuel heavy video consumption and always-connected audiences.
The report concludes that TV and video players must understand audiences deeply. It says companies should “know their viewers intimately” to predict demand, grow audiences and create content that succeeds domestically, regionally and internationally.
For agencies and marketers, the message is clear: Saudi Arabia’s television and video market is no longer just about airtime—it is becoming a data-driven, cross-platform ecosystem where TV scale, streaming growth and mobile-first behaviour are reshaping advertising strategy.
