From Lifestyle to Finance: The Middle East’s Creator Economy Enters a New Era
The creator economy in the Gulf Cooperation Council (GCC) region is undergoing a remarkable transformation, marking a new chapter in its evolution. According to data released by Qoruz, an influencer marketing intelligence platform, the GCC—comprising Bahrain, Kuwait, Oman, Qatar, Saudi Arabia, and the United Arab Emirates—is now home to approximately 263,000 social media influencers as of 2025. This represents a staggering 75% growth over just two years, up from 150,000 influencers in 2023.
While globally, industries like Fashion and Entertainment dominate the creator landscape, the GCC charts a unique course. Here, Lifestyle & Travel and Fashion & Beauty lead the pack, reflecting the region’s affluence, cultural emphasis on luxury, and passion for aesthetics and experiences. At the same time, emerging categories such as Finance & Business and Health & Fitness are gaining traction, driven by creators who simplify complex topics like personal finance, startup ecosystems, and wellness. Meanwhile, Arts & Entertainment is experiencing a surge, fueled by identity-driven storytelling through cinema, music, and short-form content that resonates with local and global audiences alike.
Influencer Growth Across Categories (2023–2025)
| Category | 2023 Influencers | 2024 Influencers | 2025 (YTD) Influencers | 2-Year Growth (%) |
|---|---|---|---|---|
| Lifestyle & Travel | 31K | 48K | 58K | 87% |
| Fashion & Beauty | 28K | 45K | 53K | 89% |
| Food & Culinary | 22K | 29K | 32K | 45% |
| Arts & Entertainment | 14K | 22K | 26K | 85% |
| Health & Fitness | 13K | 18K | 23K | 76% |
| Parenting & Family | 12K | 16K | 22K | 83% |
| Tech & Gadgets | 9K | 13K | 15K | 66% |
| Finance & Business | 8K | 11K | 13K | 62% |
| Gaming | 7K | 9K | 11K | 57% |
| Others / Niche | 6K | 9K | 10K | 66% |
| Total | 150K | 220K | 263K | 75% |
(“Creator/Influencer” refers to monetized content creators with over 1,000 followers.)
Ethnicity-Led Reach at Scale
One of the defining characteristics of the GCC’s creator economy is its ability to leverage diversity to connect with specific audience segments. Campaigns increasingly use an ethnicity lens to target distinct demographic cohorts. For instance, UAE-based brands often collaborate with Indian-origin creators to engage South Asian expatriates, while Saudi brands rely on Arab creators to ensure cultural relevance. This diversity enriches storytelling, enabling GCC creators to blend regional values with global trends, thereby setting benchmarks in aspirational living and innovative content creation.
Today, 62% of consumers in the GCC regularly encounter creator-led content, and 35% admit it directly influences their purchasing decisions. This underscores the growing importance of creators as trusted voices in shaping consumer behavior and brand perception.
Creators as Cultural Narrators
Priya Vivek, Co-Founder and Head of Partnerships at Qoruz, highlights the unique role creators play in the GCC: “In this region, creators are not merely entertainers; they have evolved into cultural narrators. Their stories transcend mere engagement metrics—they reflect aspirations, relatability, and everyday life. Collaborations today are no longer solely about reach or aesthetics; they’re deeply rooted in cultural context, authenticity, and sometimes even ethnicity. Creators who truly understand their audiences and foster a sense of belonging are the ones driving real impact.”
Aditya Gurwara, Co-Founder of Qoruz, adds, “What’s emerging in the GCC is a creator economy that’s both strategic and expressive. The ecosystem here is evolving rapidly, and creators are becoming integral to how brands build meaningful connections with people. Parenting and lifestyle creators, in particular, stand out because they make everyday topics more relatable and engaging. They’re not just participants in the market anymore—they’re helping define it.”
Strategic Growth Across Key Sectors
The rapid expansion of the creator economy across various sectors reveals shifting consumer priorities and interests:
- Lifestyle & Travel: With an impressive 87% growth, this category continues to thrive as creators showcase the region’s opulent destinations, cultural heritage, and luxurious lifestyles. From desert safaris to high-end dining experiences, these creators inspire both locals and tourists to explore and indulge.
- Fashion & Beauty: Boasting an 89% increase, this segment remains a cornerstone of the GCC’s creator economy. Influencers focus on blending traditional aesthetics with modern trends, appealing to a fashion-forward audience eager to embrace luxury and innovation.
- Health & Fitness: Growing by 76%, this category reflects heightened awareness around wellness and self-care. Creators share tips on fitness routines, mental health, and nutrition, aligning with the region’s push toward healthier lifestyles.
- Finance & Business: With a 62% rise, financial literacy and entrepreneurship are gaining prominence. Creators demystify investing, budgeting, and starting businesses, empowering audiences to navigate economic opportunities confidently.
- Parenting & Family: Demonstrating 83% growth, parenting creators provide valuable insights into raising children, balancing work-life commitments, and fostering family bonds—all while addressing culturally relevant challenges.
A Strategic and Expressive Ecosystem
The GCC’s creator economy is not just about numbers; it’s about forging deeper connections between brands and consumers. As creators continue to evolve from entertainers to thought leaders and cultural ambassadors, their influence extends beyond marketing to shape societal norms and consumer habits. Whether it’s promoting sustainable practices, advocating for financial literacy, or celebrating cultural diversity, GCC creators are redefining what it means to be impactful storytellers.
This dynamic growth signals a promising future where creators become indispensable partners in driving innovation, fostering inclusivity, and building communities. In the GCC, the creator economy isn’t just entering a new era—it’s defining one.
