Key Takeaways:

1. Tradition and Technology Go Hand in Hand – While family gatherings and spiritual observances remain central to Ramadan, technology plays a supporting role in enhancing connections, from video calls with loved ones to faith-based apps and e-commerce for Eid shopping.
2. Media Consumption Shifts Significantly – Muslim audiences favor faith-based and purposeful content during Ramadan, with TV viewership peaking around Iftar and late at night. Connected TV (CTV) and streaming platforms are gaining momentum, creating new opportunities for advertisers.
3. Culturally Relevant Advertising is Essential – Brands that prioritize authenticity, respect prayer times, and align messaging with Ramadan values—such as family, gratitude, and generosity—will build stronger connections with Muslim consumers.

As Ramadan 2025 approaches, consumer habits are shifting in response to technological advancements, evolving media consumption patterns, and the continued importance of traditional practices. Brands looking to engage meaningfully with Muslim audiences must understand these trends and align their messaging accordingly.

Family Time Remains Paramount

Despite the increasing role of digitalization, family gatherings and communal experiences continue to be at the heart of Ramadan. Research suggests that 88% of Muslims prioritize spending quality time with family and loved ones during the holy month (YouGov MENA Ramadan Report 2025). Whether it’s breaking fast together, engaging in prayer, or partaking in charitable activities, traditional values remain deeply embedded within the month’s observances.

However, technology is also playing a role in strengthening these connections. Video calls and messaging apps see a surge in usage as families separated by distance seek to share moments virtually. In fact, WhatsApp usage sees a 40% increase in some regions during Ramadan (The Trade Desk), further highlighting how digital tools are complementing traditions rather than replacing them.

The Role of Technology: An Integral Companion

Technology has become a crucial element of Ramadan, with 76% of Middle Eastern consumers considering it essential to their observance (The Trade Desk). From apps that track prayer times and Quran recitations to e-commerce platforms facilitating Eid shopping, digital solutions are integrated into nearly every aspect of daily life.

• Faith-based apps such as prayer time reminders, Quran reading apps, and donation platforms see a significant spike in downloads and daily usage.
• Food delivery services experience an uptick in demand, with consumers ordering Iftar and Suhoor meals online.
• E-commerce sees an annual surge, particularly in the last 10 days of Ramadan when shoppers prepare for Eid celebrations.

General Media Consumption vs. Muslim Media Habits During Ramadan

Media consumption habits change during Ramadan compared to the rest of the year. While the global population is increasingly shifting toward digital media, Muslim consumers exhibit unique behavior patterns driven by religious and cultural considerations.

General Media Consumption Trends

Globally, media consumption continues to rise across various formats:

• Streaming services (Netflix, YouTube etc) dominate with an average screen time of 6-8 hours per day per person (Marketing Society).

Muslim Media Consumption During Ramadan

During Ramadan, content consumption behaviors undergo a significant shift:

• Faith-based content dominates: Streaming platforms see an increase in religious lectures, Quran recitations, and Ramadan series (Campaign Middle East).
• Prime-time shifts: TV viewership peaks just before Iftar and again late at night after Taraweeh prayers.
• Less binge-watching, more purposeful content: Unlike general audiences, Muslims reduce entertainment consumption during fasting hours, favoring educational and faith-based content.

TV vs. Connected TV (CTV)

Connected TV (CTV) is gaining momentum, particularly in Middle Eastern markets. While traditional TV remains a staple in many households, CTV usage is expected to surpass linear TV for the first time during Ramadan 2025 (Campaign Middle East).

• 56% of Muslim consumers will watch more content on CTV compared to 48% who will watch traditional TV.
• YouTube and streaming services dominate viewership, offering Ramadan dramas, spiritual talks, and influencer-led Iftar preparation videos.
• Advertisers are shifting budgets from traditional TV commercials to digital video ads on platforms like YouTube, TikTok, and premium on-demand services .

Advertising During Ramadan: The Need for Culturally Relevant Messaging

Consumers are increasingly aware of brands’ cultural sensitivity, and during Ramadan, 92% of Muslim consumers emphasize the importance of respectful and relevant advertising (YouGov MENA Ramadan Report 2025).

What Makes an Effective Ramadan Campaign?

• Authentic Storytelling: Ads should align with the values of Ramadan—family, gratitude, and generosity.
• Respectful Timing: Scheduling ads around prayer times and avoiding inappropriate content enhances receptivity.
• Omnichannel Strategy: Brands should integrate campaigns across multiple platforms, from social media to CTV and e-commerce channels.

Evolving Spending Habits: Online Shopping, Food, and Charity

Muslims tend to adjust their spending habits during Ramadan, focusing on essentials, giving back, and preparing for Eid.

• 37% plan to increase spending on dining out and food delivery services (YouGov MENA Ramadan Report 2025).

Key Takeaways for Brands

The convergence of technology, TV, and traditions during Ramadan creates a unique landscape for advertisers. Brands that adapt their messaging to reflect the spiritual and cultural essence of the month will find deeper engagement with Muslim consumers.

How Muslim Ad Network Can Help

At Muslim Ad Network, we specialize in delivering impactful Ramadan campaigns that resonate with the modern Muslim consumer. Our expertise in digital marketing ensures your brand connects authentically while maximizing reach and engagement.

Contact us today to start the perfect Ramadan campaign that blends tradition and technology for optimal success.

The post What Will Consumers Prioritize in Terms of Tech, TV, and Traditions During Ramadan 2025? appeared first on Muslim Ad Network.

What is Connected TV?

One of the most spoken-about subjects in the world of marketing in 2021 was Connected TV (CTV). Experts believe that CTV is drastically changing the way brands view their approach to advertising, currently, and in the future. 

This is the reason why Muslim brands, businesses, and organizations that advertise to Muslims online need to research the potential of CTV sooner rather than later.

Advertisers are impressed by the level of measurable outcomes that CTV offers. CTV also offers more engaging, long-form ad formats that can lead to better engagement, customer acquisition, and more revenue.

So what is Connected TV exactly?

A Connected TV (CTV) is a device that connects to—or is embedded in—a television to support video content streaming. Different types of CTVs include Xbox, PlayStation, Roku, Amazon Fire TV, Apple TV, and more.

Source: ORACLE

What Connected TV Is Not

Connected TV should not be confused with Over-the-Top (OTT) TV which according to ORACLE is “the delivery of TV/video content directly from the internet. Users don’t have to subscribe to a traditional cable or satellite provider to access this content”.

Yet you will come across many articles online that use CTV and OTT interchangeably. However, the two are completely different.

Connected TV and Digital Advertising

Insider Intelligence published a report: Insider Intelligence’s UK Trends to Watch in 2022 that explains how online video advertising is making inroads into traditional TV.

In the report, they mention that digital video ad spending will keep eating away at traditional TV budgets. The report forecasts that in 2022, traditional TV will account for just 12.4% of total media ad spending. In 2021 that number was 13.3%. 

Every advertiser knows that they must follow their audiences wherever they go. Advertisers, including those who target Muslim consumers, must not be left behind as the boundary between digital video and traditional TV gets blurrier. 

People are streaming short-form content on TV screens and watching traditional live TV on their smartphones. Connected TVs (CTVs), in particular, are becoming increasingly popular devices for consuming the full gamut of video content…

Source: Insider Intelligence

Benefits of CTV Ads

Better Brand Recall

CTV viewers are not bombarded with one commercial ad after another vying for their attention. This is why CTV viewers are more likely to give their undivided attention to an ad and recall the brand.

Better Audience Targeting

Connected TV is largely consumed by millennials. The controlled audience-specific ads give this generation of TV viewers a feeling of command over their media consumption.

Enhanced User Experience

Connected TV delivers full-screen, highly customized, HD-quality advertisements with stereo sound. This superior ad quality enhances brand loyalty and increases brand visibility.

Can I Advertise to Muslim Audiences on Connected TV?

How You’ll Be Able to Advertise

• On any device including mobile devices, tablets, and computers.
• Currently, CTV ads are auctioned programmatically.
• CTV ads feature on premium content providers’ platforms.

The Private Market Place and Connected TV

CTV advertising is currently available in the form of private marketplace (PMP) deals. Private marketplaces in the programmatic media buying ecosystem sit just one auction level above the open exchange. However, it is an invite-only environment and contains a collection of high-caliber publishers. 

Private marketplaces offer advertisers the chance to feature ads on specific placements. The auction has fewer bidders and so the rates are quite high.

Private marketplaces offer access to inventory within specific website sections or sub-sections that cannot be targeted in the open auction environment. 

If you are a small business or a start-up and reading this, it is understandable that you may think that it will be difficult to do CTV ads since they are accessed through PMPs.

However, Muslim Ad Network CTV ads offer you a better option specifically for Muslim audiences and a better price tag.

Muslim Ad Network –  CTV for Muslim Audiences

At Muslim Ad Network, we understand the importance of reaching your target audience effectively and engaging them on platforms where they spend a significant amount of their time. By embracing CTV and video advertising with MAN, you can tap into a world of possibilities and connect with exclusive Muslim audiences like never before.

Here are the three key benefits of video and CTV advertising that we believe will greatly enhance your marketing efforts:

1. Target Exclusive Audiences: Our CTV and video advertising offerings allow you to target specific demographics, interests, and behaviors, ensuring your brand’s message reaches the right people at the right time. 
2. Enhanced Brand Visibility: Video advertising provides a unique opportunity to showcase your brand in a captivating and immersive way. With CTV and video advertising, you can create compelling narratives, visually showcase your investment solutions, and leave a lasting impression on viewers. By delivering your message through high-quality video content, you can elevate your brand’s visibility, differentiate yourself from competitors, and strengthen your position in the market.
3. Measurable Impact: Our CTV and video advertising solutions come with robust measurement and analytics capabilities, enabling you to gain valuable insights into the performance of your campaigns. You will have access to comprehensive metrics such as impressions, viewability, completion rates, and engagement levels.

Conclusion

Connected TV has been slowly taking over the market share of traditional TV. We all know how big traditional TV commercials have been for the past 60 years or so. This means digital advertising on CTV is an enormous opportunity.

Although at the moment the platforms that offer CTV are limited and those who can take part in ad auctions are those with deep pockets, this certainly isn’t the case with CTV ads via Muslim Ad Network. So don’t wait and click on the button below to start advertising with MAN.

The post Muslim Businesses and Organizations Must Get Ready for Connected TV Advertising appeared first on Muslim Ad Network.