중동 및 아프리카의 광고용 주문형 비디오 : 시장 점유율 분석, 산업 동향 및 통계 데이터, 성장 예측(2026-2031년)

According to Mordor Intelligence, the Middle East and Africa advertising video-on-demand (AVOD) market size is projected to expand from USD 3.29 billion in 2025 to USD 3.53 billion in 2026, and to USD 5.92 billion by 2031, registering a CAGR of 10.89% between 2026 and 2031.

This report is Segmented by Content Type (Movies and Films, TV Shows and Episodic Content, Documentaries, and More), Device Type (Smartphones and Tablets, Smart TVs, Laptops and Desktops, and More), End User (Media and Entertainment, BFSI, and More), Ad Format (Pre-Roll, Mid-Roll, and Post-Roll), and Geography. The Market Forecasts are Provided in Terms of Value (USD).

Middle East and Africa Advertising Video-on-Demand (AVOD) Market Trends and Insights

Rising Smartphone-First Video Consumption

Smartphones are the main screen for video viewing across much of the Middle East and Africa advertising video-on-demand market. Nokia expects smartphones to represent 78% of connected devices in the region by 2029, while video streaming is expected to account for 90% of mobile data traffic. This pattern gives free, mobile-first services a wider addressable audience than services that depend on fixed broadband or recurring card payments. YouTube has established the baseline for mass reach because its free model works across varied income levels and device types. Competing platforms, therefore, need differentiated programming, more precise targeting, or a stronger brand-safe environment rather than scale alone. The Middle East and Africa advertising video-on-demand market also benefits when mobile operators improve data access, as longer viewing sessions increase the available advertising inventory.

Advertiser Shift Toward CTV and Programmatic Video

Connected TV advertising in MENA grew 31% in 2025, making it the region's fastest-growing digital advertising channel. Daily streaming use among UAE residents and time spent on open-internet video support a larger pool of premium streaming impressions. IAB MENA identified expanding CTV and original equipment manufacturer supply across more than 30 platforms, although buying methods and attribution remain inconsistent. This shift allows the Middle East and Africa advertising video-on-demand market to earn more from living-room viewing than from standard display placements. Dentsu introduced a curated programmatic CTV marketplace for MENA in June 2025, using Magnite technology to consolidate inventory, targeting, and measurement into a single buying environment. These systems make premium video easier for agencies to buy, even though consistent cross-screen measurement remains necessary.

Low Advertising Yields and Uneven CPMs Across African Markets

Low advertising yields limit how quickly audience growth becomes revenue in the Middle East and Africa advertising video-on-demand market. YouTube playback CPMs range from USD 0.75 in Ghana and USD 1.16 in Kenya to USD 1.72 in South Africa, compared with USD 6.21 in the United States and USD 14.08 in Israel. Lower domestic advertising budgets keep revenue per impression below levels seen in more mature markets. Nigeria's digital advertising spending is projected to reach 84% of total advertising spending by 2029, but data costs and economic conditions still limit the adoption of premium video outside major cities. Platforms consequently require high impression volumes and stronger targeting to make low-CPM inventory profitable. Africa can grow faster in percentage terms than the Middle East while generating less revenue in absolute terms, thereby preserving the Gulf region's lead in advertising density.

Other drivers and restraints analyzed in the detailed report include:

1. Growth of Free and Hybrid Streaming Models
2. Expansion of Local-Language and Culturally Relevant Content
3. Currency Volatility and Low Consumer Purchasing Power

For complete list of drivers and restraints, kindly check the Table Of Contents.

Segment Analysis

TV Shows and Episodic Content held 35.61% of the Middle East and Africa advertising video-on-demand market share in 2025. Arabic serialized drama and the Ramadan programming cycle support this position by concentrating viewing and advertising demand in a seasonal period. Shahid reported a 55.8% increase in AVOD viewing during Ramadan 2025, showing how episode schedules can shape advertising revenue. Documentaries are projected to expand at an 11.49% CAGR through 2031, helped by factual programming on YouTube and growing Nollywood production for diaspora audiences.

Documentaries can offer lower licensing costs than drama while maintaining strong completion rates. Movies and Films retain a stable role, and regional services use cinema-first release windows before advertising-supported distribution. Other Content Types include short-form vertical video and sports-adjacent programming that can attract programmatic pre-roll spending. A 2026 Ramadan report found that younger MENA audiences increasingly prefer 10-15 episode series over traditional 30-episode formats. Shorter seasons let platforms refresh catalogs more often and create additional opportunities for mid-season advertising placements. This change can give advertisers a steadier supply of fresh programming outside the traditional Ramadan peak. It also allows content teams to plan release schedules around audience retention rather than relying only on long seasonal runs.

Smartphones and Tablets accounted for 33.56% of the Middle East and Africa advertising video-on-demand market size in 2025. This share reflects mobile-first viewing across both subregions and the broad availability of handheld screens. Smartphone penetration exceeded 90% in GCC countries in 2024, supporting longer-form viewing in Saudi Arabia and the UAE. Smart TVs are projected to expand at an 11.33% CAGR through 2031 as streaming services are embedded in television operating systems. Samsung found that Ramadan 2025 raised television use in MENA by 42% after Iftar and by up to 80% after midnight. Smart TV home screens, therefore, provide a central route into streaming services for household audiences.

Connected TV can support higher-value advertising than mobile or standard display because viewers are engaged in longer sessions. Laptops and Desktops remain relevant for professional and student users in urban areas. Gaming consoles and other devices serve smaller audience groups, especially in higher-income GCC households. Device choice also affects how platforms package advertising, with large screens better suited to longer commercial breaks and premium video formats. A mixed-device audience requires platforms to keep the viewing and advertising experience consistent across mobile, television, and desktop environments.

Complete Report Scope:

• By Content Type
  • Movies and Films
  • TV Shows and Episodic Content
  • Documentaries
  • Other Content Types
• By Device Type
  • Smartphones and Tablets
  • Smart TVs
  • Laptops and Desktops
  • Other Device Types
• By End User
  • Media and Entertainment
  • Retail and E-Commerce
  • BFSI
  • Education
  • Information Technology and Telecommunications
  • Healthcare
  • Other End Users
• By Ad Format
  • Pre-Roll
  • Mid-Roll
  • Post-Roll
• By Geography
  • Middle East
    • Saudi Arabia
    • United Arab Emirates
    • Qatar
    • Kuwait
    • Bahrain
    • Oman
    • Turkey
    • Rest of Middle East
  • Africa
    • South Africa
    • Nigeria
    • Egypt
    • Kenya
    • Ghana
    • Tanzania
    • Uganda
    • Rest of Africa

List of Companies Covered in this Report:

1. Alphabet Inc.
2. MBC Group
3. Meta Platforms, Inc.
4. MultiChoice Group Limited
5. Samsung Electronics Co., Ltd.
6. STARZPLAY
7. PCCW Limited
8. OSN Group
9. Netflix, Inc.
10. Amazon.com, Inc.
11. The Walt Disney Company
12. beIN Media Group
13. Abu Dhabi Media Network
14. Watch iT
15. stc Group
16. TikTok Ltd.
17. Snap Inc.
18. Roku, Inc.
19. Comcast Corporation
20. Paramount Global
21. Nielsen Holdings plc
22. Comscore, Inc.

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

• 1.1 Study Assumptions and Market Definition
• 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET LANDSCAPE

• 4.1 Market Overview
• 4.2 Impact of Macroeconomic Factors on the Market
• 4.3 Market Drivers
  • 4.3.1 Rising Smartphone-First Video Consumption
  • 4.3.2 Increasing Advertiser Shift Toward CTV and Programmatic Video
  • 4.3.3 Expansion of Local-Language and Culturally Relevant Content
  • 4.3.4 Growth of Free and Hybrid Streaming Models
  • 4.3.5 Ramadan and Event-Led Viewing Concentration
  • 4.3.6 Mobile-Money Enabled Monetization in African Markets
• 4.4 Market Restraints
  • 4.4.1 Low Advertising Yields and Uneven CPMs Across African Markets
  • 4.4.2 Currency Volatility and Low Consumer Purchasing Power
  • 4.4.3 Fragmented Measurement, Identity and Data Standards
  • 4.4.4 Content Regulation, Censorship and Rights-Clearance Complexity
• 4.5 Industry Value Chain Analysis
• 4.6 Regulatory Landscape
• 4.7 Technological Outlook
• 4.8 Porter's Five Forces Analysis
  • 4.8.1 Threat of New Entrants
  • 4.8.2 Bargaining Power of Suppliers
  • 4.8.3 Bargaining Power of Buyers
  • 4.8.4 Threat of Substitutes
  • 4.8.5 Competitive Rivalry

5 MARKET SIZE AND GROWTH FORECASTS (VALUE)

• 5.1 By Content Type
  • 5.1.1 Movies and Films
  • 5.1.2 TV Shows and Episodic Content
  • 5.1.3 Documentaries
  • 5.1.4 Other Content Types
• 5.2 By Device Type
  • 5.2.1 Smartphones and Tablets
  • 5.2.2 Smart TVs
  • 5.2.3 Laptops and Desktops
  • 5.2.4 Other Device Types
• 5.3 By End User
  • 5.3.1 Media and Entertainment
  • 5.3.2 Retail and E-Commerce
  • 5.3.3 BFSI
  • 5.3.4 Education
  • 5.3.5 Information Technology and Telecommunications
  • 5.3.6 Healthcare
  • 5.3.7 Other End Users
• 5.4 By Ad Format
  • 5.4.1 Pre-Roll
  • 5.4.2 Mid-Roll
  • 5.4.3 Post-Roll
• 5.5 By Geography
  • 5.5.1 Middle East
    • 5.5.1.1 Saudi Arabia
    • 5.5.1.2 United Arab Emirates
    • 5.5.1.3 Qatar
    • 5.5.1.4 Kuwait
    • 5.5.1.5 Bahrain
    • 5.5.1.6 Oman
    • 5.5.1.7 Turkey
    • 5.5.1.8 Rest of Middle East
  • 5.5.2 Africa
    • 5.5.2.1 South Africa
    • 5.5.2.2 Nigeria
    • 5.5.2.3 Egypt
    • 5.5.2.4 Kenya
    • 5.5.2.5 Ghana
    • 5.5.2.6 Tanzania
    • 5.5.2.7 Uganda
    • 5.5.2.8 Rest of Africa

6 COMPETITIVE LANDSCAPE

• 6.1 Market Concentration
• 6.2 Strategic Moves
• 6.3 Market Share Analysis
• 6.4 Company Profiles (includes Global Level Overview, Market Level Overview, Core Segments, Financials as available, Strategic Information, Market Rank/Share, Products and Services, Recent Developments)
  • 6.4.1 Alphabet Inc.
  • 6.4.2 MBC Group
  • 6.4.3 Meta Platforms, Inc.
  • 6.4.4 MultiChoice Group Limited
  • 6.4.5 Samsung Electronics Co., Ltd.
  • 6.4.6 STARZPLAY
  • 6.4.7 PCCW Limited
  • 6.4.8 OSN Group
  • 6.4.9 Netflix, Inc.
  • 6.4.10 Amazon.com, Inc.
  • 6.4.11 The Walt Disney Company
  • 6.4.12 beIN Media Group
  • 6.4.13 Abu Dhabi Media Network
  • 6.4.14 Watch iT
  • 6.4.15 stc Group
  • 6.4.16 TikTok Ltd.
  • 6.4.17 Snap Inc.
  • 6.4.18 Roku, Inc.
  • 6.4.19 Comcast Corporation
  • 6.4.20 Paramount Global
  • 6.4.21 Nielsen Holdings plc
  • 6.4.22 Comscore, Inc.

7 MARKET OPPORTUNITIES AND FUTURE OUTLOOK

• 7.1 White-space and Unmet-Need Assessment