What Will Consumers Prioritize in Terms of Tech, TV, and Traditions During Ramadan 2025?

Key Takeaways:

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.
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.
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.

Connected TV, digital advertising, digital marketing, Diversity & Inclusion, Eid Marketing, Halal Marketing, Muslim Consumer, Muslim Marketing, Ramadan