From Samsung to startups: Why UAE brands are going all-in on TikTok LIVE

Livestreaming, defined as the real-time broadcasting of audio-visual content over the Internet, is transforming the way creators, businesses, and consumers interact. Unlike traditional broadcasting, livestreaming allows for instantaneous communication, building a deeper sense of immediacy, authenticity, and community between creators and audiences.

In the Middle East and North Africa (MENA) region, this transformation is accelerating rapidly. According to Kearney’s report, “The Livestreaming Entertainment Revolution: What’s at Stake?”, entertainment livestreaming is experiencing explosive growth and creating significant economic and societal value. Countries across MENA now have a clear opportunity to harness this momentum and establish themselves as key production hubs in this fast-growing space.

While traditional video formats, like pay TV and linear broadcasting, continue to exist, they are rapidly being eclipsed by newer, interactive digital alternatives. Livestreaming stands out among them, combining entertainment with engagement, and appealing to a global audience increasingly drawn to personalised, real-time experiences.

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MENA’s most advanced digital economies, such as Saudi Arabia, the UAE, and Egypt, are already seeing strong adoption. These countries are emerging as early leaders in a digital wave that is reshaping entertainment, commerce, and entrepreneurship.

One of the biggest drivers of this shift is TikTok LIVE, which has become an essential tool for brands, creators, and entrepreneurs in MENA.

The platform’s livestreaming capabilities allow real-time interaction, bringing audiences closer to brands and creators in new, emotionally resonant ways.

“TikTok LIVE complements traditional e-commerce channels by driving discovery, brand affinity, and purchase intent,” said Sami Kobayter, head of Business Partnerships for Consumer Industries, Global Business Solutions at TikTok MENA. Through live sessions, brands can conduct product demos, hold Q&A sessions, and engage users in interactive experiences that foster trust and loyalty.

This has proven especially effective in MENA, where consumers increasingly prefer immersive content formats that reflect local culture and habits. Livestreaming creates a sense of intimacy and transparency that static posts and traditional ads simply can’t replicate.

UAE brands tap into TikTok’s engagement power

Businesses across the UAE have been particularly proactive in leveraging TikTok LIVE to deepen customer relationships and drive sales. From fashion to electronics, retailers are using livestreaming to deliver a dynamic experience that bridges entertainment and commerce.

They’re showcasing products in real-time, offering tips and tricks, and delivering behind-the-scenes insights that demystify offerings for consumers. This strategy helps to build credibility, especially in local markets where consumers value direct, authentic interaction.

UAE businesses are also employing strategic techniques like flash sales, exclusive livestream discounts, and time-limited promotions to create urgency and boost conversions. Many are partnering with trusted content creators who resonate with niche communities, helping brands tap into hyper-targeted audiences.

A standout example is Samsung, which has embraced TikTok LIVE to drive both brand awareness and product sales. The brand launched a series of highly effective livestreams ahead of Ramadan and Eid, called “Ramadan Souq”, co-hosted by popular tech influencer Ahmad Boarki (@slorks). These sessions revealed exclusive Eid offers and giveaways, blending cultural relevance with commercial appeal.

Samsung also capitalised on its presence at the Dubai Esports and Games Festival by livestreaming from its Gaming Zone on-site. Hosted by well-known Emirati gamer Mohamed Aamer (@mohdaamer), the sessions allowed online audiences to feel immersed in the festival and directly engage with Samsung’s gaming products, promotions, and giveaways.

By integrating livestreams with on-the-ground activations, Samsung created a seamless experience that combined community engagement with measurable business outcomes. These campaigns demonstrate how TikTok LIVE can serve as a powerful engine for both digital and physical sales.

“LIVE is proving to be a powerful tool for businesses, for brand storytelling, audience building, long-term customer engagement, and even sales,” Kobayter noted.

Driving the creator economy across MENA

Beyond corporate use, TikTok LIVE is enabling a new class of digital entrepreneurs to thrive across MENA. The platform is empowering creators to monetise their creativity, build personal brands, and engage audiences without needing traditional studios, production companies, or intermediaries.

According to Yahya Munir, TikTok LIVE Trust & Experience manager for MENA, livestreaming has evolved beyond just content creation, it is now a critical income channel. Creators across the region are increasingly using LIVE to connect with their followers, promote services, and even sell products directly through the platform.

This creator-first model is breaking down longstanding barriers to economic participation, making the digital economy more accessible than ever. The democratisation of content creation, enabled by mobile-first technology, means that anyone with a phone, an idea, and an audience can tap into real economic opportunity.

In the UAE alone, over 115,000 creators go live on TikTok every single day, highlighting the platform’s deep integration into the region’s cultural and digital fabric.

$17.8bn industry by 2030

Kearney’s report forecasts that by 2030, livestreaming will contribute up to $17.8bn to the MENA region’s digital economy. This immense growth will be driven largely by creator-led content and the multiplier effect it generates through related industries.

This impact is already visible in Saudi Arabia, where the livestreaming sector is expected to support 76,000 full-time jobs directly and an additional 60,000 indirect jobs within the broader ecosystem by 2030. Egypt, too, is seeing strong results, with livestreaming and its induced economic activities currently contributing 0.3 per cent of the country’s GDP, a figure projected to hit $4.7bn by the end of the decade.

The broader implication is clear: livestreaming is not just a trend, it is a foundational pillar of the region’s emerging digital economy. It supports job creation, entrepreneurship, GDP growth, and tax revenue, while also modernising the entertainment sector.

The livestreaming boom aligns closely with regional transformation agendas such as Saudi Vision 2030 and UAE Vision 2031, both of which prioritise innovation, entrepreneurship, and the growth of the digital and creative economies.

By enabling grassroots creators and small businesses to thrive, platforms like TikTok LIVE support national goals around economic diversification, youth empowerment, and job creation. The accessibility of the format further ensures that growth is inclusive and far-reaching.

TikTok’s ongoing investment in creator success

To further support this fast-growing ecosystem, TikTok has introduced a suite of features and initiatives aimed at helping creators scale. Programs like LIVE Fest highlight top creators and showcase the cultural and commercial impact of real-time content.

Globally, tools such as the Creator Chat Room, Creator Inbox, and LIVE safety features have been rolled out to help users better manage their livestreams. In MENA, TikTok has tailored support to local needs, launching training initiatives and campaign support during key cultural moments like Ramadan.

These efforts reinforce TikTok’s commitment to creator empowerment, not just as a platform for entertainment, but as a true economic enabler.

“It’s this combination of accessibility, empowerment, and platform investment that’s turning TikTok LIVE into a launchpad for the region’s next generation of digital entrepreneurs,” said Munir.