Fasting isn’t the only shared experience we look forward to during Ramadan. Beyond the spiritual reflection and delicious treats lies another staple of the Holy Month: The world of entertainment. Publicist Inc., a comms and publicity agency based in Egypt, compiled data from 24 sources and 34 reports to analyze entertainment habits in the MENA region, giving us insight into a season-specific industry that costs USD bns annually.

This deep dive reveals how the small screen transforms during Ramadan, lit up by TV shows and commercials produced specifically for the Holy Month, and more often than not becoming launchpads for earworms — their theme songs and jingles become the soundtracks of the season.

These productions become more than entertainment: They spark conversations that spill over from living rooms to offices to social media, igniting discussions, celebrating exceptional performances, and — this year — representing solidarity with Palestine. A closer look at the core of these trends places a finger on the socio-economic and political pulse of the region.

No surprise here — Egypt leads the drama production industry. Egypt is responsible for 58% of all TV shows airing during Ramadan, continuing its reign as the region’s chief filmmaker — Egypt produces around three-quarters of all TV show and film output in the Arab world year-round. The remaining 42% of Ramadan drama production is shared by the remaining 20 countries in the MENA region.

So what have we been watching? Comedies top the charts this year, with Ashghal Shaqa dominating discussions and praise. According to Publicist Inc., of the top 10 roles being commended online, four go to actors on Ashghal Shaqa — Mostafa Ghareeb, Enaam Saloosa, Eman El Sayid, and Entesar. The six remaining spots are divided across five shows, with Aala Nesbit Moshahda ’s Salma Abu Deif and Mohamed Mahmoud being hailed as this year’s favorite actors.

Other hits drawing Egyptians in on Shahidare El Madah, El Atawla, Aala Nesbit Moshahda, and Kamel El Adad. While Neama El Avocato didn’t break our top five, the show was popular both in the KSA and the UAE. Watch It’s offerings garnered high views as well, with the country’s favorites being El Hashashin, Lahzet Ghadab, El Kebeer Awi, El Mealim, and Haqq Arab.

INSIGHTS THIS RAMADAN-

#1- The 15-episode series is dominating the season. In an interesting development, the 15-episode series format has climbed the ranks, making up 65% of the shows airing during Ramadan this year. Popular shows only taking up half of the season are Neama El Avocato, Farawla, Kamel El Adad and Khaled Nour and His Son Nour Khaled, among others. This format has seen a 28% rise since last year, when it stood at 37% of all Ramadan TV shows.

#2- Several productions mirrored Egyptians’ interest in local brands in support of Palestine. Several Egyptian TV shows and commercials have made an effort to promote local brands. Massar Egbari gave brands like Spiro Spathis airtime on the show, Neama El Avocato’s director was praised for revising shots to avoid inadvertent marketing for international brands, and Banque Du Caire’s ad promoted locally manufactured products.

#3- Commercials that have shown solidarity with Palestine have gone viral, which was present in WE’s commercial featuring watermelons on people’s clothes, which are a symbol of Palestinian resistance.

Others came under fire for insensitivity towards the cause. Lunch Box, Ghada Adel’s adaptation of NBC’s Good Girls, was criticized for lightheartedly quoting a video of a Palestinian mother crying over her son, who was killed by Israeli forces, prompting the director to apologize. Tamer Hosny, on the other hand, defended his ad work for Chipsy, now owned by Pepsi, but emphasized his support for Palestine.

#4- Light shone on controversial topics: TV shows leading the discussions this year were Aala Nesbit Moshahda and Selat Rahim.The first discusses a social development many view as the bane of our culture: Chasing internet clout. Aala Nesbit Moshahda shows the lengths to which some people go to chase high viewership on social media.

Selat Rahim presented a more ethical dilemma. Surrogacy and abortion are rarely explored in mainstream Egyptian media, and Selat Rahim sparked many debates regarding the ethics, legality, and religious permissibility of these complex social issues.

#5- Once controversial, mahraganat music is now making a comeback in mainstream media. In 2020, Hany Shaker, then-head of the Musicians’ Syndicate, called mahraganat a threat to Egyptian culture. Despite the Syndicate still exerting pressure on singers of this genre, mahraganat tracks have topped music streaming platforms this Holy Month, headlining as theme songs for six of the top Ramadan TV shows, including Haqq Arab, Masar Egbari, and El Atawla.

Other interesting advents being seen this year is the inclusion of international celebrities in ads launched during Ramadan. Egypt and Saudi Arabia have partnered with the likes of Messi, Cristiano Ronaldo, and Ronaldo’s partner Georgina Rodriquez to support their advertising campaigns. Because nothing screams Ramadan Kareem like seeing Messi in a ghotra.

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