The year 2025 marked a meaningful shift in how people engage with entertainment and technology. The Middle East and Africa region moved beyond consumption. Creation, self-expression and connection became core to how consumers experience content.
The home entertainment, audio, imaging and gaming segments saw strong momentum. Consumers moved beyond stand-alone devices, seeking experiences that feel immersive, personal and relevant. As OTT viewing accelerated, screens increasingly became cinematic spaces, driving demand for larger displays and richer sound, supported by the launch of BRAVIA 98-inch and larger screen sizes paired with premium soundbars.
Audio products became a way to focus, escape and express, and Sony’s award-winning 1000X noise-cancellation headphones and ULT Power Sound series continued to resonate with consumers. In digital imaging, Alpha cameras and lenses evolved into tools for real-world storytelling, enabling a growing creator community to capture and share moments as
they envisioned.
At Sony, 2025 was all about communities of interest. Through initiatives such as Alpha Femme, Alpha Cinema Line workshops, creator programmes and INZONE gaming competitions, we engaged directly with the region’s creative and competitive talent. Anime and esports continued to gain momentum across the region, with large-scale international events such as the Esports World Cup in the kingdom reinforcing its growing cultural and economic significance.
Recognising this shift, Sony became a founding partner of the EWC to support and nurture emerging talent. Sony’s DTC (direct to customer) footprint continued to expand, supported by the wider rollout of the Sony World e-commerce portal across MEA markets. This ensured our latest innovations and products were accessible to consumers in line with global launches, meeting the expectations of tech-savvy and early adopters in the region.
In 2026, our priorities are clear: to double down on innovation, community, and localisation. We will expand our premium audio, visual and imaging portfolios, with AI supporting creativity by simplifying workflows and empowering creators from beginners to professionals.
A key milestone ahead is the launch of the Sony Dubai Media Centre in March 2026. This virtual production facility is envisioned as a hub where creators can learn, collaborate and produce content that reflects the region’s voice. It underscores our long-term commitment to talent development, localisation and supporting the growth of the creator economy in the region.
At Sony, our purpose is to fill the world with emotion through the power of creativity and technology. We are building a connected creativity ecosystem, where devices, platforms and communities work together to empower expression. The journey ahead is about enabling people to move seamlessly from inspiration to creation, and ensuring every story has the space to be seen, heard and felt.
