How the Middle East used Social Media in 2024

Since 2012, this annual report series has tracked the evolving role of social media across the Middle East and North Africa (MENA). This latest edition examines the key platforms, trends, and developments that shaped the region's social media landscape in 2024. MENA is home to some of the world's most digitally connected populations. Seven of the ten most socially networked nations globally are in the Middle East, with social media penetration exceeding 94% across the five Gulf Cooperation Council (GCC) states. The region's media and entertainment market is projected to grow from $41.13 billion in 2024 to $59.10 billion by 2029, with digital advertising and social media at the heart of that expansion. The report provides platform-by-platform analysis of Meta (Facebook and Instagram), TikTok, Snapchat, YouTube, X (formerly Twitter), and messaging apps including WhatsApp and Telegram. It examines the growing influence of the creator economy and influencer marketing, including the emergence of AI-generated influencers, and explores how brands are deploying culturally tailored strategies to reach the region's young, mobile-first audiences. Beyond commerce and content, the report addresses critical issues including freedom of expression, digital rights, and online misinformation. It documents cases of imprisonment for social media posts, the digital persecution of LGBTQ+ individuals, platform censorship battles in Turkey and Iran, and the weaponization of social media during regional conflicts. The report also considers emerging trends such as generative AI's role in content moderation and creation, Saudi Arabia's multibillion-dollar investment in gaming and esports, and growing cybersecurity threats across the region. Drawing on industry data, news reporting, academic research, and platform-published sources, the report offers a comprehensive resource for academics, media professionals, policymakers, and anyone seeking to understand the intersection of technology, culture, and society in one of the world's most dynamic digital markets.