YouTube unveils creator-led Ramadan shows at Brandcast

YouTube highlighted the role of creators in shaping culture and driving audience engagement across the Middle East and North Africa at its annual Brandcast advertiser event.

According to a Kantar survey, 79% of Gen Z viewers aged 18 to 27 in Saudi Arabia and the UAE prefer watching content from their favorite creators over studio-produced shows or movies.

The survey also found that 88% use YouTube to research purchasing decisions, ranking it as their top platform for product reviews and information.

Meanwhile, 66% of surveyed viewers in the two markets said they would rather watch a video than read text or listen to audio when researching a potential travel destination.

At Brandcast, YouTube introduced three creator-led shows, presenting Ramadan programming and travel entertainment to brand leaders and agency executives.

Chef & Fesh, hosted by AbuRob, is a Ramadan cooking series in which a professional chef and her husband compete to recreate dishes without recipes before iftar. AbuRob’s channel has more than 17 million subscribers.

Another show, Jahzen wela lesa? (Ready or Not?), is an eight-episode studio entertainment series hosted by family and lifestyle creator Azza Zarour, whose channel has 11 million subscribers. The program features expecting parents and friends taking part in parenting challenges.

The third, Unique Stays Travel Series, follows gaming and lifestyle creator Sh5baar, who has 10 million subscribers, as he visits unusual properties worldwide and explores local culture, food and neighborhoods.

YouTube said its platform allows advertisers to reach audiences across different formats and devices, from short-form videos on Shorts to product reviews, podcasts and long-form content viewed on connected TVs.

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 gives them access to content they strongly relate to.

“People come to YouTube with clear intent, whether to learn, be entertained, or find recommendations on what to buy,” said Javid Aslanov, Head of YouTube MENA. “Our creators build trusted relationships with their audiences, from a snackable Short on mobile to a full series watched with family in the living room. YouTube is the only platform that offers advertisers a way to connect with leaned-in, engaged viewers across every screen, in every format.”