DUBAI: Streaming and content consumption habits change as audiences adjust to different routines during Ramadan, according to new data from Spotify.
This year saw a return of the streaming platform’s Ramadan Hub, with a specially curated selection of playlists, music and podcasts.
Based on an analysis of customers’ streaming habits during the first two weeks of Ramadan, Spotify found the majority of Saudi listeners tune in at around 3 a.m. Spiritual, peaceful and relaxing audio is the most popular choice, with listenership of such playlists increasing by more than 3,000 percent.
“With the Ramadan Hub, Spotify continues to be a companion for every moment of the holy month,” Mark Abou Jaoude, the platform’s head of music for the Middle East, North Africa and Pakistan told Arab News.
The playlist with the highest increase in listeners (3,750 percent) was “Duaa,” which features prayers and supplications. Similarly, “Ramadaniyat,” which features traditional Islamic songs, saw a streaming rise of almost 1,890 percent.
Users’ love of TV dramas is reflected in their streaming habits with the “Titrat Ramadan” playlist recording a 2,900 percent increase in streams. This features songs that appear in popular shows at this time, known as “titrat” and traditionally sung by Arab pop stars.
Another playlist gaining popularity is “Cooking Time,” which saw the number of streams increase by 743 percent. This serves as a cooking companion and features songs such as Nancy Ajram’s “Aam Betaala’ Feek,” Marwan Khoury’s “Kel El Qasayed” and Amr Diab’s “El Kalam Leek.”
“Over the past two years, local podcast listening hours have increased by nearly 90 percent (on Spotify),” Abou Jaoude said.
Spotify has also seen significant increases in the popularity of local podcasts such as “Finjan with Abdul Rahman Abu Maleh” and “Sawalif Business.” Users are also listening to lighter entertainment content, such as “Kanabat al-Sabt,” “Saturday Couch” and the “Abjoorah Podcast,” as well as religious shows like the “Omam Podcast,” which puts a modern spin on the stories of prophets.
“These shifting listening habits reflect the growing trend of audio in setting the atmosphere for these shared experiences during the month,” said Abou Jade.
“It’s great to see how our Saudi listeners use Spotify to enrich their Ramadan journey and deepen their connections during this meaningful time.”
