Streaming is shaping culture in the MENA region, with audio playing a crucial role in helping younger people, especially, feel connected and happier – and it is local platforms that are best placed to reach them, according to a new white paper, Leveraging digital audio for marketers in MENA, from WARC and Choueiri.

Why it matters

There is a global shift from passive listening (AM/FM and satellite radio) to active (streaming and podcasting). Within MENA, the Gen Z and millennial generations report that the emergence of new voices in the audio space has made them feel represented. Brands...