Ramadan mealtimes (predawn suhoor and breaking fast post-sunset at iftar) are the focus of reams of creative content across social media and brand campaigns. This year, focal points include cooking guides (from easy to difficult), tips on meeting dietary requirements, and brand content and activations valorising the joy of everyday Ramadan food moments – from supermarket shopping to breaking fast mid-commute.

Acknowledging Ramadan’s prerequisite focus on self-discipline and commitment, some of the most popular content dispenses uplift and encouragement to get others through the month. Prominent areas for brands to support include camaraderie for those new to the religion (aka ‘reverts’), unconventional Ramadan real talk and fitness guidance helping Muslim women take charge of the month’s physical renewal.

While technically discouraged if it distracts from devotional commitments, gaming is valued by more Muslims than ever as a source of entertainment and connection with others during the holy month’s quieter moments. Major games, including Fortnite, Free Fire and Minecraft, are adapting in ways that respect and honour Ramadan – by launching regional tournaments, esports competitions and even Minecraft simulations.

Ramadan champions cherishing intergenerational connections as family members of all ages gather for meals and prayers. Reflecting sizeable scope for brands, content and campaigns centring multigenerational moments can be both fond and funny – with extra-resonant focuses this year covering wholesome parent-child gratitude, Muslim youth communing with their elders, and the charming foibles of family time.

Ramadan is a prime season for TV entertainment: viewership is climbing globally (particularly in the Middle East and North Africa) as Muslims gather to watch dramas, many specially produced for the holy month. The traditional crop of high-production value shows is supplemented by advertorial (brand-sponsored) soap operas and bite-sized YouTube Quran dramatisations as the platform seizes more audience share in the micro-drama boom.

With many Muslims treating music as haram (prohibited) during Ramadan, podcast listening spikes globally, particularly shows concerned with spiritual learning and self-reflection. While those offering traditional Islamic instruction attract millions, younger Muslims are increasingly seeking shows marrying devotional learning with the sector’s predominant self-help and entrepreneurship/lifestyle content creator vibe (see Podcasting: Prime Growth Opportunities).