The hallmark of the cultural scene in 2024 is undoubtedly the emergence of microtrends. These ephemeral bursts of viral content have arisen and disappeared with such speed in recent months that keeping track has become nearly unmanageable. This trend has underscored an important insight: not all time spent online is the same, and merely being […]
The hallmark of the cultural scene in 2024 is undoubtedly the emergence of microtrends. These ephemeral bursts of viral content have arisen and disappeared with such speed in recent months that keeping track has become nearly unmanageable. This trend has underscored an important insight: not all time spent online is the same, and merely being connected does not guarantee authentic interaction.
What distinguishes YouTube, however, is its audience’s purposeful engagement with the platform. Viewers come in search of precisely what they want — assured that they can access the content they seek, whenever they wish. This deliberate approach is what has made YouTube an incredibly engaging platform for audiences in MENA, providing a venue where users not only keep up with news but also derive real entertainment, all according to their preferences.
In 2024, YouTube has affirmed its status as the dominant social media platform for consumers in the Middle East and North Africa (MENA). The site, long celebrated for its extensive video offerings, has evolved into a central resource for everything from breaking news and gaming phenomena to pop culture and fresh music.
YouTube has recently unveiled its End-of-Year Lists as part of its annual ceremony, illuminating the standout moments, creators, and music that have characterized the platform throughout MENA. This year, YouTube has also rolled out a new feature: the Top Trending Topics for MENA, granting insight into the region’s cultural dynamics.
The rankings are compiled from a mix of user interaction data, encompassing views, uploads, and creator engagement. It’s evident that YouTube has transitioned from being a simple video sharing site to a vibrant platform where MENA’s most significant narratives, trends, and creators manifest in various forms, from Shorts to live broadcasts.
Trending Moments in MENA: War, Sports, and Pop Culture
The year 2024 has witnessed turmoil and unpredictability across the MENA area, characterized by economic difficulties, political instability, and widespread challenges. Amidst these conditions, people have increasingly turned to the internet—not just for entertainment, but also for insight and activism.
This year’s trends indicate how profoundly the region’s challenges have resonated with viewers. In 2024, three of YouTube’s foremost trending subjects were closely linked to ongoing conflicts, including discussions about Rafah, the Houthi movement, and Southern Lebanon.
Sports also made a significant impact, with audiences engaging with events such as Algerian Boxer Imane Khlief’s Olympic feats. Gaming emerged as a major cultural shift this year, with more than 950 million views on videos related to EA Sports FC 24, indicating the region’s escalating enthusiasm for gaming content.
2024 marked a pivotal year for gaming influencers in the MENA region. Channels like AboFlah, BanderitaX, and ShongBong ruled the gaming scene, garnering millions of subscribers and billions of views.
Thanks to its focus on long-form content, YouTube’s potential to amplify gaming material positions it as the preferred platform for gamers in MENA, enabling influencers to build communities and influence trends. From EA Sports FC 24 to Poppy Playtime: Chapter 3 and Free Fire MAX, the YouTube gaming community in MENA is showing no signs of slowing down.
Additionally, YouTube has evolved into a hotbed for viral pop culture movements. One of the standout phenomena in 2024 was the triumph of “Qesma w Naseeb,” YouTube’s dating reality show, which amassed over one billion views on its official channel.
Another trend that gained traction was the Asoka makeup trend, with users throughout the region embracing traditional Indian bridal styles, hairstyles, and attire.
As YouTube continues to influence MENA’s entertainment landscape, music remains a central theme. This year, rising star Al Shami received considerable attention in the Trending Topics. His music resonated deeply with fans, showcasing YouTube’s role in propelling new artists into the spotlight.
In a similar vein, Mohamed Lazaar’s (Lazaro) “Mahboul Ana” soared to the top of the charts, further signifying YouTube’s impact on the regional music scene, alongside tracks like Tamer Ashour’s “Haygyly Mawgoo.”
With such a diverse range of captivating content—be it gaming, music, news, or current trends—YouTube has firmly established itself as an essential aspect of daily life for audiences in MENA, where the cultural essence of the region is not only mirrored but also shaped.
