Ramadan is a time for reflection and unity, and also one of the biggest seasons for digital activity. For brands, it’s a key opportunity to connect with audiences in meaningful ways.

This guide brings together insights from YouGov and Adjust, plus practical tips to help brands plan effective Ramadan marketing campaigns in 2025.

What is Ramadan?

Ramadan is the holiest month in Islam, during which Muslims fast from dawn to sunset, breaking their fast with the evening meal, Iftar.

The dates of Ramadan follow the lunar calendar, beginning with the sighting of the first crescent moon. The month lasts 29 or 30 days, and in 2025, Ramadan will take place from February 28 to March 30.

Ramadan concludes with Eid al-Fitr, a celebration marking the end of fasting, filled with prayers, generosity, and family gatherings.

How does Ramadan influence consumer behavior in the MENA region?

Ramadan has a strong impact on consumer behavior, mainly because people’s daily routines change during this month.

To understand these shifts better, YouGov conducted a study to see how residents of MENA adjust their habits in Ramadan.

Spending patterns

Spending increases across many categories – people spend more on groceries, gifts, food, clothing, and entertainment.

Media consumption also rises: respondents in UAE and KSA said they use media platforms 30% more during Ramadan compared to other times of the year.

Daily activities

Religious practices see the biggest increase in activity during Ramadan – 60% of people say they engage more in religious rituals. 

Other areas also see growth, including

• family meals (+54%),
• shopping (+46%),
• entertainment (+31%).

At the same time, 36% to 46% of people say their habits around religious practices, shopping, food delivery, and entertainment don’t change much.

Some categories, however, become less popular. Spending on

• travel (-31%),
• entertainment (-23%),
• and food delivery (-21%)

decreases for part of the audience, as they shift budgets toward family gatherings and religious traditions.

Travel and leisure

Overall, travel becomes less frequent during Ramadan, as many people prefer to stay close to home because of the fasting schedule and family commitments.

• 50% of UAE residents and 45% of KSA residents prefer to stay home during the month.
• 20% of people in both countries choose short trips within their city or nearby areas.
• 21% attend cultural events, visit parks, or spend time at malls.

What Content Do Users Prefer During Ramadan?

According to YouGov, TV and streaming habits during Ramadan remain stable for 39% of users in KSA and 40% in the UAE. However, the type of content people prefer changes significantly.

The biggest shift is towards short-form content, such as videos and shows under 20 minutes. With busy schedules and limited free time, viewers prefer content they can watch quickly.

This preference is seen among

• 32% of viewers in KSA
• and 28% in the UAE.

At the same time, religious and themed programs – especially during Iftar – become more popular. These programs attract 15% of viewers in KSA and 16% in the UAE.

Mobile Apps: What Users Choose During Ramadan

During Ramadan, people actively use mobile apps alongside TV and streaming. For brands, this means mobile becomes one of the best ways to reach their audience.

In 2024, several app categories showed strong growth.

Finance Apps: Peak Donations and Transfers

During Ramadan, people actively use finance apps to send money, plan budgets, and make donations. In 2024, installs of these apps grew by:

• 18% in METAP,
• 4% in Turkey.

When choosing an app, people look for trust and transparency — they want to see where their donations go, get reminders about Sadaqah and Zakat, and trust apps that work with known charities.

For brands, this means advertising in apps that people trust. Campaigns in such apps will feel more relevant and attract more attention.

Games, Social, and Entertainment: Peak Engagement After Iftar

After Iftar, users spend more time in gaming and entertainment apps.

In 2024, game app installs in the METAP region grew by 5%, with the highest increases in:

• UAE +17%
• Saudi Arabia +11%
• Pakistan and Indonesia +7%

Entertainment apps also saw strong growth, especially in the UAE, where installs jumped by 27%.

This makes evening hours after Iftar a key time for brands to connect with users through:

• in-app ads,
• special offers,
• and interactive content.

Ramadan as an E-commerce Driver

In 2024, shopping app installs in the METAP region increased by 28%, with even sharper growth in key markets:

• UAE +126%
• Saudi Arabia +67%
• Egypt +1%
• Indonesia +2%

Along with more installs, global shopping app sessions also grew by 4%, showing that users not only download apps, but actively browse and shop throughout Ramadan.

Marketing Strategies for Ramadan 2025

Based on key 2024 insights and upcoming trends for 2025, here are practical recommendations to help brands run effective campaigns during Ramadan.

• Target peak hours – users are most active at night after Iftar (48%), after Taraweeh prayers (38%), and early morning before Suhoor (24%). Schedule ads and push notifications during these windows.
  
• Build an omnichannel journey – combine ads in apps, websites, social media, and email. Use retargeting to reconnect with users across channels.
  
• Prioritize video and interactive formats – 78% of users search for videos with recipes, gift ideas, and tutorials. Short videos, livestreams, and challenges drive strong engagement.
  
• Boost activity before Eid al-Fitr – the final two weeks of Ramadan are the peak shopping period. Highlight fast delivery and exclusive discounts to drive conversions.

Ramadan Advertising with BYYD

At BYYD, we actively run campaigns during Ramadan. Our platform connects brands with over 3.5 million users interested in religious content.

What we offer:

• Full creative production: engaging interactive formats like Video Interaction, Rich Media, and more.
• Ongoing optimization: we adjust campaigns daily and exclude low-performing placements.
• Flexible time targeting: choose day or night slots, but for maximum reach, we recommend running throughout the day.

Explore our case studies and contact us to launch a high-impact campaign for Ramadan 2025.

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