Check the 2019 report, its wholesome.

1. Ramadan 2021
Cheat Sheet

2. Ramadan is a global event
Just like Christmas, Diwali, Hanukkah…
With over a quarter of the world’s population celebrating
Ramadan, it’s a truly global event, taking on a personal
meaning for every observer.
Sources: “Ramadan Fast Facts” by CNN, Sep 2019 | “Ramadan 2019: Why is it so important for Muslims?” by Al Jazeera,
May 2019 | “How long do Muslims fast for Ramadan around the world?” by Statista, May 2019: fasting hours differ by country |
Ramadan 2019: A time for re
fl
ection, connection and inspiration" consumer research by Kantar (Facebook IQ-commissioned
online survey of 7,087 respondents in ID, PK, AE, SA, TK, EG, NG, FR, UK),May-Jun 2019.
1.9b
Global
observers
30 days
Plus
almost a
week after
11 hrs
Minimum
daily
fasting
(depends on
location)
96%
Of Muslims
think it is
the most
important
festivity of
the year

3. Ramadan is when you talk to “me”
Muslims like being addressed differently that month
While Ramadan is mainly a time for re
fl
ection, connection
and inspiration, people are also looking to have meaningful
interactions with businesses.
Source: 'Ramadan 2019: A time for re
fl
ection, connection and inspiration' consumer
research by Kantar (Facebook IQ-commissioned online survey of 7,087 respondents
in ID, PK, AE, SA, TK, EG, NG, FR, UK), May-Jun 2019.
41%
of observers shop more during Ramadan.
54%
said that their favourite method for brands to approach
them is via social platforms.

4. Not just from local websites & apps
The reason “it” happens 3 weeks earlier
By it here I mean the shopping spree, just in case things
get delayed or don’t arrive on time, global websites are still
a huge preference for variety and niche content.
Sources: Evolution at home, Revolution abroad: The 2017 Global Ecommerce Report” by Pitney Bowes, Oct 2017.
Disclosure : Since data is older than 1 year, consider changing market conditions before making business
decisions based on this data.
70%
of online buyers globally have
made a purchase from a foreign site.
Replicate with cross-border
Ramadan is a large opportunity to invest in replicating
your success in-market with cross-border solutions.

5. TV is no longer the loved king
Yeah, thanks to streaming services and VOD, TV is less dominant
While Ramadan is mainly a time for re
fl
ection, connection
and inspiration, people are also looking to have meaningful
interactions with businesses.
Source: Ramadan 2019: A time for re
fl
ection, connection and inspiration consumer
research by Kantar (Facebook IQ-commissioned online survey of 7,087 respondents
in ID, PK, AE, SA, TK, EG, NG, FR, UK), May-Jun 2019
34%
of millennials don’t watch TV during Ramadan.
Today, multi-screening is the norm and even those
watching the TV, look to mobile during ad breaks.

6. Habits changed this COVID-19
VOD Viewership amongst Ramadan content increased
MBC Group’s Shahid
The MENA region’s biggest television group, rebranded its online platform Shahid earlier in 2020 and took over
the scene last Ramadan. Shahid announced major changes to its platform and content, giving its users the
best entertainment experience during the holy month, turning Ramadan into a VIP experience with special
features:
Preview window
“Watch it first — Early access to some titles ahead of their TV debut”
Live TV channels in full HD
Enjoy the best Ramadan LIVE TV channels in HD, available worldwide
No ad interruptions
Enjoy your favorite Ramadan shows with no ad interruptions
Download to watch offline
Download Ramadan shows to mobile device with Wi-Fi to enjoy
them offline without internet connection, anywhere and anytime
Personal profiles multiple devices
Watch different Ramadan shows simultaneously and on different devices
with Shahid VI
P
Watch on the big screen
Watch by streaming, from your mobile device to your TV screen, via Google
Chromecast / Apple Airplay or download the all-new Shahid app directly to your
Samsung, LG or Sony Android TV for a seamless experienc
e
Link: https://www.youtube.com/watch?v=63C3xPm3mpY

7. Now, there are many other players in the market
(and I have other reports)
But this awareness graph is worth looking at…
On a brand level, and based on the early March data, Shahid led the region with a
whopping 91% total awareness — sandwiched in between YouTube at 98% and
Net
fl
ix at 77% and with a Top of Mind measurement higher than both these
services at 31% — an absolute leader in that category. Source: MBC

8. Also, we know Muslims avoid music and pray…
But did you think this decreased usage of music streaming platforms? No, think again.
Anghami, the region’s biggest
music platform claims that at
least 40 million of its 90
million listeners browse
additional content tailored for
the Holy Month. This includes
religious and spiritual songs
and Anasheeds by Muslim
singers, Quranic recitals and
Duaa’ by 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
.
Research suggests that the
GCC and Egypt recorded
110% increase in content
consumption on speci
fi
c topics
during Ramadan including
religious, workout and cooking
content. 50% of the
consumption on Anghami in
Ramadan is for Ramadan
content and customized
playlists for the Holy Month
.
Saudi Arabia, UAE, Egypt
and Kuwait take up to 70%
share of traf
fi
c in Ramadan.

9. There’s more of where that
came from, check my yearly
report on www.isit1995.com