Anghami, the leading music streaming company in the MENA region, is gearing up for Ramadan, offering its 40 million listeners additional content specifically tailored for the Holy Month. This includes religious and spiritual songs and Anasheeds by iconic Muslim singers, Quranic recitals and Duaa’ by world famous Sheikhs, themed songs from Ramadan television blockbusters, cooking, and workout content.
To respond to the needs of its listeners, Anghami has curated additional content for users who seek an alternative audio consumption. Global and regional singers of the spiritual and religious genre, such as Sami Yousif, Maher Zain and Hussein Al Jasmi feature their Anasheed songs on Anghami this Ramadan. Also, through its partnership with MBC, Anghami will be hosting the soundtracks of the channel’s blockbuster television series, featuring leading stars of the music industry.
A 2016 Anghami research suggests that the GCC and Egypt recorded 110% increase in content consumption on specific topics during Ramadan including religious, workout and cooking content. While 50% of the consumption on Anghami remains from the mainstream libraries, the remaining and growing 50% is for Ramadan content and customised playlists for the Holy Month. Saudi Arabia, UAE, Egypt and Kuwait take up to 70% share of traffic in Ramadan.
“Anghami’s triple digit year-on-year growth has attracted an audience of various tastes. We have seen 63% rise in religious content streaming in the GCC and Egypt. There is also 123% growth in workout content streaming and 110% upsurge in cooking content. Brands are working to connect with their consumers during this period, celebrating love, family, and many of the other Arab values that are underscored during the Holy Month,” says Elie Abou Saleh, the company’s Commercial Director.
For him, the introduction of dedicated and focused sections with enhanced content will accommodate the likes of the platform users around the region. This also presents a great opportunity for brands to interact and connect with consumers ahead of the Holy Month. Last year for example, we helped a brand create 30 different audio messages to advise people on a healthier lifestyle during Ramadan. As the digital revolution continues to dominate the region, digital marketing provides a more effective and cost efficient way to reach a target audience.
