content creators

Ruthie Qadan, Head of Strategy & Operations at Spotify, MENAP on the evolution of the streaming platform in the region, establishing your audio presence for discoverability, and what’s shaping the future of audio.
What do the first 30 minutes of your day look like, your morning routine?
I’m a mum to two very early rising six-year-old twin boys, so the reality is that most days, my routine is whatever it takes to get us all out of the house on time, in one piece, fed and presentable! But over the last year, I have been very intentional about carving out 1-2 mornings a week where I do something for myself before the madness of the day begins. Right now, that looks like either a tennis lesson with my husband (part of my New Year’s resolution to learn something new) or an Engine class at The Den gym. Even though it’s not every day, having these moments for me during the week has made all the difference to my personal well-being.
Ruthie Qadan, Head of Strategy & Operations at Spotify, MENAP
How has the regional market evolved when it comes to audio streaming?
The way audio has transformed over the past 15 years or so has been nothing short of magical, and I feel lucky to have witnessed that evolution first-hand and to work in this fast-moving industry. I still remember going to the store, picking out CDs, and listening to tracks right then and there. That ritual felt so personal at the time. Fast-forward to today, and all of it – music, podcasts, audiobooks – is right at our fingertips.
In a region like the Middle East and North Africa, where we have one of the world’s youngest and most tech-savvy populations, it’s no surprise that audio is thriving. We were especially proud to see the latest IFPI report naming MENA the fastest-growing music market globally, with more than 99 per cent of revenues coming from streaming – the highest share in the world. It’s a powerful reminder that streaming is the backbone of the industry. What’s been equally exciting is seeing how governments, both in the UAE and Saudi Arabia, are actively supporting this growth – championing creativity, talent, and innovation in the audio space. From a Spotify lens, our journey started with a simple goal: to combat piracy and offer a legal, seamless way to enjoy music. Since then, we’ve moved into podcasting – now with 6.5 million titles – and more recently, audiobooks in select markets. It’s all part of a bigger belief we’ve always held: that the potential of audio is limitless.
And today, our vision is clearer than ever – to be the go-to platform for everything you want to hear, all in one place, tailored to every moment of your day. With the Arab world’s young, connected population and its rising creative economies, MENA is well-positioned to help shape the next chapter of the global audio revolution.
What are the nuances in how consumers in the different markets (especially Middle East) listen to content?
The audio landscape here is incredibly diverse, and you really feel that in how people across the Arab world connect with content. Listening habits are shaped by culture, language, and identity. In many ways, what people listen to has become its own kind of self-expression.
Take Saudi Arabia – podcast listening continues to grow year on year. According to a 2024 YouGov survey, Saudi now has the second-highest proportion of regular podcast listeners globally. Egypt comes in at 56 per cent, and the UAE at 53 per cent. In Saudi, people are tuning into shows that reflect their personal growth journeys – whether that’s business, self-development, or conversations around social dynamics. On the music side, we’ve seen a real rise in Sad Khaleeji tracks and older catalogue hits – those classic songs that stir up a sense of nostalgia. There’s a deep connection to heritage here, and it’s something you can feel in the music people come back to time and time again. Gaming is huge in Saudi, as you know, and what’s really interesting is how much music streaming happens through consoles. We see a high number of streams coming from gamers who are listening while they play. In the UAE, it’s a different story. With such a blend of cultures, you see that variety show up in what people are listening to, everything from Taylor Swift to Desi tracks, Pinoy pop, and of course, Arabic pop. The taste is eclectic, and there is just something for everyone. And if you head towards North Africa, Morocco and Egypt really stand out for their local consumption. In Egypt, for instance, more than 70 per cent of Spotify’s Top 50 is made up of Egyptian artists. There’s something special about how strongly Moroccans and Egyptians connect with local talent and value local content.
Our annual Wrapped campaign is the perfect reminder of this, it gives you a real sense of the pulse of each market – what moved people and what stayed with them. Personally, I love digging into the differences each year. It’s such a fun way to explore how music continues to reflect the richness of this region.
How is Spotify enabling discovery for users for things like recommendation, connecting with other people, and audio discovery?
Personalisation has been core to the Spotify experience for years. It’s how we connect millions of listeners around the world with the music and audio they love. I always come back to this fun fact: when our listeners are asked what they love most about Spotify, personalisation consistently tops the list. It’s what fuels so many of our most-loved features – from Blend to Discover Weekly, daylist, and so much more. But for us, good personalisation isn’t just about giving you what you already know and love – it’s about gently nudging you toward something new, something you didn’t even know you needed. When done right, personalisation becomes the engine of discovery. Every single day, we power nearly 2 billion music discoveries, helping listeners connect with artists, genres, and moments they may have never found otherwise. We’re also constantly learning from how people interact with the platform. Every small interaction helps us better understand what feels right for each person. And in today’s world – where everyone expects their experience to be tailored in real time – we’re thinking more holistically about what happiness and satisfaction look like. That means digging deeper into user signals and growing more sophisticated in how we respond to them. But it’s not just about data and algorithms. Human expertise plays a huge role in all of this.

Our MENA Editorial team knows local culture inside out, the bubbling sounds, and the stories behind the music. They don’t just curate playlists; but they also teach our machines to listen better using their knowledge, intuition, and expertise. The MENA Editorial team has been doing incredible work spotlighting artists from the region and championing new voices. And thanks to our Artist & Label Partnerships team, we’ve been bringing global music programmes to the region in ways that feel truly local. We introduced RADAR Arabia, focused on emerging artists; EQUAL Arabia, dedicated to amplifying Arab women and Fresh Finds Saudi Arabia – a residency that brought together homegrown Saudi talent for a week of music-making and mentorship with industry experts. What makes discovery on Spotify feel different is that it never feels forced. It’s more like a friend saying, “Hey, I think you’ll love this.” And sometimes, that one unexpected song becomes part of your forever soundtrack. That’s the kind of connection we aim to create every day.
On the creator side of things, what are the tools available for content creators, whether old or new, for support/new opportunities and to be discovered by a new audience?
At Spotify, our mission is to unlock the potential of human creativity by giving millions of creative artists the opportunity to live off their art. That mission shapes everything we do – and our support goes far beyond streaming. We’re constantly evolving what we offer creators and building new tools to help them thrive. Through a platform like Spotify for Artists, we offer music artists and their teams the tools and data they need to better understand their audience, grow their fanbase, and take control of their journey. From real-time stats to insights on where listeners are and how they discovered a track, we’re helping artists see what’s working – and build on it. But discovery today isn’t just about being heard – it’s about being seen and remembered. That’s why we’ve introduced features like Canvas, Clips, Music Video and Video Podcasting to help creators tell their stories in a more visual, engaging way. Whether it’s a looping visual that catches the eye mid-scroll, a short video message to introduce a new release, or full-on video content, these tools give artists more space to express themselves and connect authentically with fans. We’ve also been thoughtful in building Spotify for Creators – a dedicated platform we recently launched that gives podcasters and video creators the tools they need to grow, monetise, and manage their shows, whether they’re producing audio, video, or both. We know how personal the creative journey is, and this platform is designed to support creators by giving them flexibility, ownership, and clarity over their path. Of course, we continue to invest in local voices, too as mentioned earlier. Programmes like RADAR Arabia, and EQUAL Arabia, are designed to spotlight talent from the region, and they go beyond visibility, offering long-term support and unlocking audience growth. At the end of the day, it’s not just about numbers or going viral. It’s about helping artists and creators find the right audience at the right time and giving them the space to grow while staying true to themselves. We’re in it for the long run, supporting careers that are built to last – not just fleeting moments.

How can Spotify’s discovery algorithm be leveraged for growth? How is Spotify supporting the discovery of new podcast talents in the region?
Our recommendation system is powered by thousands of real-time signals – like what you add to playlists, skip, or replay – to deeply understand your taste and serve up what feels just right, at the right time. But we also know when to introduce something new. We blend data with cultural expertise and human curation to strike that balance, helping artists and podcasters grow by placing their content in front of the right audiences. When it comes to podcasts, we encourage exploration. Regionally, we spotlight emerging voices through dedicated pages that offer a mix of personalised suggestions, curated collections, and themed content – like our Ramadan Hub, making it easier for local talents to connect with listeners who are ready to hear them.
What are the emerging trends in the audio space, including podcasts?
The audio space is moving fast – and listeners are shaping what’s next: exploring new formats and having an openness to dis- covering fresh perspectives and new creators.
In music, the world is tuning in to more global sounds – and Arabic was one of the fastest-growing languages last year on Spotify. It’s a clear sign that the appetite for Arabic music is only growing, with artists from the region making waves on our global charts.

For podcasts, it’s all about video. Globally, video podcast consumption is growing faster than audio-only, and listeners are sticking around longer. We now host over 300,000 video podcast shows, and the number of creators publishing videos monthly on Spotify has jumped by more than 50 per cent year over year. We’re also seeing rising demand for real-time connections. With our new Spotify for Creators app, podcasters can track key stats, see when they chart, and even reply to episode comments directly – a new way to build deeper bonds with fans. And globally, audiobooks are booming. In English-speaking markets alone, listening hours have grown by over 35 per cent year over year. What we’re seeing is a shift: audio is becoming more layered and more personal.
What would be your advice for content creators looking to start their path in audio streaming?
Don’t overthink it – just get started. The great news is, it’s never been easier to begin your podcasting journey. With tools like Spotify for Creators, even beginners have access to everything they need to create, grow, and manage a show. What really makes the difference is consistency and clarity. Ask yourself: What’s your brand? What stories do you want to tell? Who is your audience? The more intentional you are about your voice and po- sitioning, the stronger your connection will be. And don’t forget – promotion is key. Use your social channels to amplify your content, collaborate with other creators, and tap into new audiences. The most successful shows are built around a full-circle approach: from ideation, to creation, to promotion, to engagement, and ultimately – to building a real community. So, start where you are, keep showing up, and let your voice grow with you.
What’s on the horizon for the future of podcasts?
What’s ahead for podcasting is exciting – it’s evolving into something far more dynamic, visual, and emotionally resonant. We’re moving beyond the traditional audio-only format into a multi-sensory space where video, storytelling, and shareable content all play a role. Expect to see even more bite-sized moments: short clips, behind-the-scenes content, and formats made to be discovered on social media. Podcasts are becoming easier to connect with – and easier to share – which is key for growth and discovery.

“Most of all, I believe the future of podcasts lies in its authenticity. It remains one of the few spaces where people can show up as they are, speak freely, and build real connections”

We’re also seeing brands lean into podcasting in meaningful ways, using the format to tell stories that feel honest and intentional. A favourite example of mine is Spotify: A Product Story, a mini-series by our Co-President, CPO, and CTO, Gustav Söderström. It gives a rare, candid look at the product decisions that shaped Spotify – showing how podcasting can make even complex ideas deeply relatable. Most of all, I believe the future of podcasts lies in its authenticity. It remains one of the few spaces where people can show up as they are, speak freely, and build real connections. That’s something worth holding onto and building on.
This is The Discovery Issue – what is your latest discovery?
I’m obsessed with our Spotify daylist feature – one of our most personalised playlists that continues to add tracks as you go through the day based on your unique listening habits. What never fails to amaze me is how specific it is, from “Peaceful Angelic Friday Morning” to “Diss Track Standing on Business Monday,” they somehow always get my mood right, putting new artists and sounds that I never would have discovered otherwise on my radar. One of my favourite discoveries from my daylist playlist has to be Kaytranada, who ended up being my top artist of 2024, and gave me a lot of credibility with the cool kids in the office.

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