News

Netflix To Give 5 Arab Female Filmmakers A $250,000 Grant

This is AFAC’s second collaboration with Netflix, and it aligns perfectly with its mission to promote diversity of voices and narratives.

Published

3 years ago

April 23, 2022

David Morelo

In 2021, Netflix set up its Fund for Creative Equity to create more opportunities for people from underrepresented communities. Now, the subscription streaming service and production company is partnering with the Lebanon-based Arab Fund for Arts and Culture (AFAC) to offer a $250,000 grant to 5 Arab female filmmakers.

“The Fund for Creative Equity helps the industry as a whole to have a much more dynamic, interesting, multidimensional representation of women, and this is one step in the journey to enabling more women to tell their stories and have new audiences discover their work”, said Nuha El Tayeb, Director Content Acquisitions, Middle East, and Turkey at Netflix.

Also Read: Disney+ Confirms Its Middle East Launch Date

The one-off grant will go to five projects across the MENA region:

The Mother Of All Lies by Asmae El Moudir (Morocco): A documentary focusing on the 1981 Bread Riots in Morocco and its impact on the director’s family and contemporary society.
My Name Is Clara by Sarra Abidi (Tunisia): A story of a call center operator named Ayda, who is living an ordinary and repetitive life.
Manity by Tania El Khoury (Lebanon): An examination of the relationship between an 11-year-old son and his father as they go bird hunting.
The Day Vladimir Died by Jana Wehbe (Lebanon): A story of an old man who spends his time checking the obituaries page and attending funerals.
From The Other Shore by Diala Kachmar (Lebanon): A movie about two handicapped friends who navigate life together.

This is AFAC’s second collaboration with Netflix, and it aligns perfectly with its mission to promote diversity of voices and narratives. “More and more Arab female filmmakers are creating moving images that have the power to shed light on the realities of the region,” said Rima Mismar, AFAC’s current Executive Director.

News

Influencer Growth Fuels Saudi Creator Economy Surge

The Kingdom’s creator economy grew over 32% in Q1 2025, fueled by TikTok, UGC, and cost-per-action (CPA) influencer models.

Published

4 hours ago

April 14, 2025

Nour Nasir

influencer growth fuels saudi creator economy surge

Saudi Arabia’s creator economy saw a significant 32.37% growth in the first quarter of 2025, driven by an uptick in influencer marketing, content-driven e-commerce, and the increasing influence of user-generated content (UGC). These insights come from a recent study by Admitad and the Stllr Network.

Much of this momentum is coming from video-based platforms, where brands are leaning on creators who feel more relatable than polished ad campaigns. The trend shows a clear preference for authenticity, as audiences gravitate toward content that feels real and personal.

Mohannad Alzahrani, Co-founder and VP KSA of Stllr Network, highlighted the shift: “The rise of user-generated content (UGC) is changing the way brands engage with consumers. Audiences trust real creators more than traditional advertising, making UGC a key driver of authenticity and sales”.

TikTok remains the dominant platform in this space, reportedly reaching 88% of the Saudi population. It also showed the sharpest rise in influencer-led transactions. Other platforms followed with solid, if less dramatic, growth: X was up 17%, Instagram increased by 12%, and Telegram by 10%.

In terms of content niches, beauty led the pack with a 56% growth rate, followed by lifestyle at 45.8% and fashion at 18.2%. Tech content also showed healthy traction at 10.6%, while entertainment, food, fitness, parenting, and gaming posted smaller — but still positive — gains.

Also Read: Top E-Commerce Websites In The Middle East In 2025

The report analyzed more than 300,000 influencer-driven purchases. These efforts translated into a 15% year-on-year jump in Gross Merchandise Value (GMV) and a 5% increase in the number of orders in 2024. Influencers themselves are seeing the benefit, with average order values hitting $54 and creator earnings rising by 14%.

A noticeable trend is the move away from fixed-rate deals. More influencers in Saudi Arabia are embracing hybrid compensation models — especially cost-per-action (CPA) setups that tie their earnings directly to performance.

As Anna Gidirim, CEO of Admitad, explains, “The CPA model brings much-needed transparency to influencer marketing. Brands only pay for actual results, and influencers benefit by securing long-term partnerships while offering their audiences exclusive promo codes and special discounts”.

However, the ecosystem still shows a gender imbalance. The data indicates that 63% of creators in Saudi Arabia are men, while women account for just 37%.