The Saudi Research and Media Group (SRMG) announced a strategic partnership with TikTok, aimed at developing content creators across Saudi Arabia and the MENA region, while driving commercial expansion through multiple initiatives, per Arab News.

The collaboration leverages TikTok’s expertise in content amplification and monetization to connect with the region’s digital audience. The partnership will expand TikTok’s presence through integration with SRMG’s events and media platforms, particularly in entertainment, sports, and lifestyle sectors.

A cornerstone initiative, #TikTokAcademy, developed with SRMG Academy, invites digital storytellers to submit original content across multiple categories. Selected creators will receive exclusive training across SRMG’s media brands, working alongside editors, journalists, and producers.

TikTok’s competitor, YouTube, already maintains a significant presence in the MENA region. YouTube recently reported substantial growth among high-earning creators in the area, with channels earning seven figures annually increasing by 40% year-over-year in Saudi Arabia, 60% in Egypt, and 15% in the UAE as of December 2024.

Economic Impact

SRMG’s cultural events, including the Billboard Arabia Music Awards and Hia Hub, will showcase TikTok creators. The media group will activate its network—Hia Magazine, Sayidaty, Arriyadiyah, and Billboard Arabia—to amplify creator content through editorial and digital platforms.

This partnership aligns with broader industry momentum, as Saudi Arabia’s media sector contributed SAR 14.5 billion ($3.86 billion) to GDP in 2023, with projections to triple by 2030 and generate 67,000 jobs by 2024. The entertainment sector has generated over SAR 1 billion in revenue, engaging more than 75 million people in the past five years.

“The region’s creative economy is witnessing remarkable growth, particularly across media, entertainment, and social platform sectors,” Bassil Al Mouallimi, Chief Strategy & Commercial Officer at SRMG, said in a statement. “This partnership goes beyond producing trend-driven content—it’s about building sustainable career paths.”

Kinda Ibrahim, TikTok’s General Manager of Content Operations in MEA, South and Central Asia, noted: “Saudi Arabia is home to an incredibly engaged and creative community. Through this partnership with SRMG, we are doubling down on efforts to nurture local talent and fuel the region’s creative economy.”