As music and audio consumption across the MENA region continues to evolve, so do the factors shaping listening habits and discovery. From social-first discovery to video-native formats, Anghami’s outlook for 2026 points to a future where audio is more visual and contextual, tied to personal identity.
Social-first discovery will define success
Discovery has shifted decisively towards social platforms, particularly among Gen Z, with viral moments now translating directly into streaming behaviour. Anghami’s data shows that a significant proportion of users stream songs immediately after discovering them on platforms such as TikTok, with Gen Z listeners far more likely to find new artists through social feeds than playlists. This shift has enabled emerging talents like Naika, Sombr and Bessan Ismail to use viral traction rather than traditional industry pathways.
In 2026, social-first discovery is expected to become more dominant, with speed emerging as a key differentiator. Artists, creators and brands that can respond quickly to cultural moments and convert attention into sustained engagement will be best positioned for growth.
Video-native audio will become the default
Audio is no longer just something audiences listen to. Podcasts and artist-let content are undergoing a fundamental shift as video-first formats reshape how content is consumed and shared. Short-form clips distributed across social platforms play a role in discovery, introducing new shows and personalities.
In 2026, video-native audio is expected to become standard across podcasts, music content and brand collaborations. This shift will push creators and platforms beyond traditional audio and into formats designed to perform across streaming and social channels.
AI will redefine how audio is created and scaled
Audio has long been central to how brands communicate emotion, tone and identity. By 2026, AI will play a far more active role in shaping these experiences. From rapid localisation to tonal adaptation and scalable content creation, AI will transform traditional audio assets into more immersive, flexible formats.
Rather than replacing creativity, AI will increasingly act as a creative multiplier, enabling brands to amplify messaging, maintain consistency and connect with audiences in more natural, emotionally resonant ways.
Personalisation will move from algorithmic to contextual
As listening behaviour becomes more moment-driven, Anghami’s data shows that personalisation is set to become more nuanced, with AI-driven recommendations factoring in mood, cultural context and real-world moments.
Listening patterns fluctuate, with audiences shifting genres depending on time of day or occasion. Cultural periods such as Ramadan also drive spikes in audio consumption, highlighting demand for content that feels timely, relevant and emotionally aligned with daily life.
Personalisation will move beyond general prediction towards a deeper understanding of real-time intent. Platforms, artists and brands that can adapt to these micro-moments, from workouts and commutes to festive and late-night listening, will shape engagement.
Emerging and Gen Z-aligned artists will outperform legacy names
The definition of success in music is changing. Growth is increasingly driven by emerging and Gen Z-aligned artists who resonate through authenticity and cultural relevance, rather than established A-listers.
Anghami’s data shows strong momentum behind genres that reflect younger audiences’ tastes, with Arabic Hip-Hop, Arabic Indie and Khaleeji Pop continuing to trend upward. Emerging creators are also building closer, more direct relationships with audiences through behind-the-scenes content.
In 2026, this shift is expected to accelerate, with emerging artists consistently outperforming traditional approaches in engagement and discovery, creating opportunities for brands to collaborate with creators who feel native to their audiences.
Regional genres will expand their global footprint
Regional genres are increasingly crossing borders, driven by digital platforms and diaspora audiences seeking culturally resonant sounds. Anghami’s data points to strong year-on-year growth for genres such as Afro House and Khaleeji Indie, alongside continued momentum for Arabic Hip-Hop and Arabic Indie.
Regional genres are expected to play a more influential role on the global stage, with MENA-based artists shaping international trends rather than following them, reinforcing the region’s growing cultural confidence and platforms that champion local voices.
What this means for brands
The next phase of growth in MENA will be driven by brands that view audio not simply as a channel, but as a reflection of identity, culture and everyday life. As discovery becomes increasingly social-first, formats turn video-native and listening grows more contextual, success will be defined by cultural fluency, relevance and the ability to engage audiences.
