The partnership will accelerate the creator economy and drive commercial growth by integrating TikTok’s platform with SRMG’s media ecosystem, events and training initiatives.
Saudi Research and Media Group (SRMG) has announced a strategic partnership with TikTok aimed at empowering emerging content creators in Saudi Arabia and the wider MENA region, while also driving commercial growth through a range of innovative initiatives.
The collaboration seeks to capitalise on TikTok’s strengths in expanding content reach, opening up monetisation opportunities, and deepening engagement with the region’s highly connected and digitally savvy audience. By integrating TikTok into SRMG’s major events and diverse media platforms, the partnership will significantly expand the platform’s presence in key sectors such as entertainment, sports, and lifestyle.
One of the central pillars of the partnership is the launch of #TikTokAcademy, a new initiative developed with SRMG Academy and tailored specifically for the Saudi market. This programme invites aspiring digital storytellers to submit original content across categories including lifestyle, fashion, film, news and sports. Selected participants will receive specialised training through SRMG’s portfolio of media brands and will have the opportunity to work directly with industry professionals, including editors, journalists, and producers.
The partnership will also see SRMG’s prominent cultural and entertainment events, including the Billboard Arabia Music Awards and Hia Hub, serve as key platforms for showcasing TikTok creators. Additionally, SRMG will leverage its expansive media network — which includes Hia Magazine, Sayidaty, Arriyadiyah, and Billboard Arabia — to amplify creator content through both editorial features and digital outreach.
This initiative arrives amid strong momentum in the regional media and entertainment sectors. In 2023 alone, the media industry contributed SAR 14.5bn ($3.87bn) to the Kingdom’s GDP, with plans to more than triple this figure by 2030. The sector is expected to create 67,000 jobs by 2024. Entertainment revenues have already surpassed SAR 1bn ($0.27bn), reaching more than 75m people over the past five years — a surge heavily driven by social media, which has made Saudi Arabia one of the top global markets in platform usage and digital content creation.
Commenting on the partnership, Bassil Al Mouallimi Chief Strategy & Commercial Officer at SRMG, said: “We believe in the power of community and in the influential role the new generation plays in shaping the future of media in our region. The region’s creative economy is witnessing remarkable and rapid growth, particularly across the media, entertainment, and social platform sectors. Our strategic partnership with TikTok marks a significant step in solidifying our presence at the heart of this creative movement. We are working to connect talented creators with global platforms and foster an environment that empowers them to thrive and make a meaningful impact. This goes beyond simply producing trend-driven content — it’s about building sustainable career paths, amplifying authentic voices, and driving growth in the content economy.”
Kinda Ibrahim, TikTok’s General Manager of Content Operations in MEA, South and Central Asia, added: “At TikTok, we are committed to empowering a new generation of storytellers by giving them the tools, platform, and global stage to express themselves and shape culture. Saudi Arabia is home to an incredibly engaged and creative community. Through this partnership with SRMG, we are doubling down on our efforts to nurture local talent, fuel the region’s creative economy, and help creators thrive, not just in the Kingdom, but across the world.”
This strategic partnership builds on the momentum of earlier joint initiatives, including the launch of the Billboard Arabia TikTok Music Charts, a first-of-its-kind platform spotlighting the most streamed and culturally influential songs in the Arab world. It also follows the rollout of SRMG Academy’s first technology journalism course, powered by TikTok, designed to train the next wave of Saudi storytellers in navigating and reporting on the fast-evolving tech landscape.
