Saudi Arabia’s creative economy is experiencing unprecedented growth, and a new partnership between SRMG and TikTok is set to accelerate this momentum. By combining TikTok’s expertise in digital storytelling with SRMG’s extensive media ecosystem, this collaboration aims to empower content creators, expand commercial opportunities, and transform the region’s entertainment landscape.
A New Era for Content Creators
The partnership is centred around TikTok Academy, a program tailored specifically for Saudi Arabia in collaboration with SRMG Academy. Aspiring digital creators can submit content across lifestyle, fashion, entertainment, news, and sports, with selected participants receiving exclusive mentorship from leading journalists, editors, and media professionals within SRMG’s network. This initiative provides a structured pathway for emerging talents to refine their storytelling skills and monetise their content effectively.
To further spotlight TikTok creators, SRMG will leverage its prestigious cultural and entertainment events such as the Billboard Arabia Music Awards and Hia Hub. These platforms will give creators a global stage to showcase their content, increase engagement, and connect with larger audiences across the Middle East and beyond.
SRMG’s extensive media portfolio — including Hia Magazine, Sayidaty, Arriyadiyah, and Billboard Arabia — will also play a crucial role in amplifying creator-led content, ensuring greater visibility and reach across multiple editorial and digital platforms.
Driving Economic Growth Through Media Innovation
The impact of Saudi Arabia’s booming media sector cannot be overstated. In 2023, the industry contributed SAR 14.5 billion to the GDP, with ambitious plans to triple this figure by 2030 while generating 67,000 jobs by 2024. The entertainment industry has also seen a surge, with revenues exceeding SAR 1 billion and engaging over 75 million people in the last five years.
Social media plays a pivotal role in this transformation, placing Saudi Arabia among the top global markets for digital engagement. The TikTok-SRMG partnership aims to fuel this expansion, providing local creators with sustainable career opportunities and helping shape the future of media in the region.
Reflecting on the collaboration, Bassil Al Mouallimi, Chief Strategy & Commercial Officer at SRMG, emphasised the importance of building a vibrant creative economy: > “We believe in the power of community and the influential role the new generation plays in shaping the future of media in our region. This partnership goes beyond trend-driven content—it's about building sustainable career paths, amplifying authentic voices, and driving commercial growth.”
Meanwhile, Kinda Ibrahim, TikTok’s General Manager of Content Operations in MEA, South and Central Asia, highlighted the platform’s commitment to fostering regional talent: “Saudi Arabia is home to an incredibly engaged and creative community. Through our collaboration with SRMG, we’re doubling down on our efforts to nurture local creators, fuel the creative economy, and help talent thrive across the world.”
A Growing Movement in Digital Storytelling
This strategic collaboration builds on earlier joint initiatives such as the Billboard Arabia TikTok Music Charts, a platform spotlighting the most culturally influential songs in the Arab world. It also aligns with SRMG Academy’s technology journalism training program, which equips emerging Saudi storytellers with the skills needed to navigate the evolving digital landscape.
As Saudi Arabia’s media sector continues to grow, partnerships like SRMG and TikTok will be instrumental in shaping the next generation of digital creators and ensuring their success on both regional and global stages.
