The creator economy in the Gulf Cooperation Council (GCC) has expanded rapidly over the past two years, growing by 75 per cent to reach about 263,000 influencers across Bahrain, Kuwait, Oman, Qatar, Saudi Arabia, and the United Arab Emirates, according to Business Wire, which cites a new report by influencer marketing intelligence platform Qoruz.
The growth marks a significant shift in the region’s digital landscape, where creators are increasingly shaping cultural narratives, brand engagement, and consumer behaviour.
In 2023, the GCC counted around 150,000 monetised content creators, a figure that has since surged as social platforms, brands, and audiences converge around lifestyle-driven content and regional storytelling.
While lifestyle and travel, along with fashion and beauty, remain the leading categories, sectors such as finance and business, health and fitness, and arts and entertainment are emerging as strong growth areas. Finance and business influencers, for example, are simplifying complex topics around money, startups, and investment, while health and fitness creators are promoting wellness as part of everyday life.
According to Qoruz, the fastest-growing categories over the two-year period were fashion and beauty (up 89 per cent), lifestyle and travel (87 per cent), and arts and entertainment (85 per cent). The trend underscores a shift toward creators who blend aspirational content with cultural and personal authenticity.
The report also highlights the rise of ethnicity-led marketing strategies, where brands work with creators who resonate with specific audience groups. In the UAE, for instance, Indian-origin influencers are often tapped to reach South Asian expatriate communities, while Saudi campaigns frequently feature Arab creators to reflect local culture and values.
“In the GCC, creators are not just entertainers; they have become cultural narrators,” said Priya Vivek, Co-Founder and Head of Partnerships at Qoruz. “Collaborations are no longer just about reach or aesthetics; they are about cultural context, authenticity, and sometimes even ethnicity. Creators who understand their audiences and bring a sense of belonging are the ones driving real impact.”
Aditya Gurwara, Co-Founder of Qoruz, added: “What’s emerging in the GCC is a creator economy that’s both strategic and expressive. Qoruz. “Parenting and lifestyle creators especially stand out because they make everyday topics more relatable and engaging. They’re not just participating in the market anymore; they’re helping define it.”
As the market matures, Qoruz predicts that brands will move away from one-off collaborations toward long-term partnerships that emphasise authenticity, mobile-first formats, and locally relevant storytelling. The report concludes that the GCC’s creator economy is entering a new era of sustained, identity-driven influence.
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