Abdu Hussein is YouTube's culture and trends manager for the Middle East and North Africa. He’s passionate about the intersection of digital culture and video trends. When he's not exploring the cosmos on YouTube, he's analysing how video shapes culture.
We're all fans of something, right? These days, that fandom often plays out through video content. Video is how we connect with our passions; whether you're captivated by footballer Mo Salah's footwork, learning to cook up a storm with online recipes, or — like me — geeking out over Brian Cox’s cosmic insights.
But, here's the thing: fandom has levelled up. The latest YouTube Culture and Trends report shows that fans aren't just passively watching anymore. They're stepping up their game to actively create, remix, and reimagine content around the things that they love — and amassing their own fans in the process.
We’re experiencing this fandom explosion in the Middle East and North Africa (MENA) too, with new fan communities popping up around the latest pop culture trends. The landscape — or “fanscape”, if you will — has also become more intricate. Fans no longer just follow the original objects of their fandom. They also watch content from other devoted fans who share the same passion.
1. The fandom cycle: Fans are becoming creators with their own fans
Fandom has upped its game, with the evolution of short-form video creation and generative AI changing the ways fans engage.
Fandom is no longer just about admiring from afar; it’s about actively creating and participating. This has created a whole spectrum of fandom, from casual fans who simply consume content to superfans who are totally immersed in it.
These superfans go beyond just watching. They regularly create content, even investing their own money and resources to express their dedication to the object of their fandom. Interestingly, 8% of Gen Z consider themselves "professional fans” who generate income from their creative endeavours.1 And the deeper these fan-creators’ passion, the more likely they are to create and consume content around it.
Middle Eastern creator Fatoom, with 1 million subscribers, is the perfect example of a fan who has garnered her own following. Her passion for the K-pop group BTS inspired her to create engaging content, including song covers and a Shorts video trend where she edits herself into a snippet of a livestream starring one of the band members:
This resonated with other BTS fans, who saw their own enthusiasm mirrored in her videos, leading them to become fans of Fatoom herself. This illustrates the powerful cycle of fandom, where shared passions foster connection and inspire new forms of creativity.
Hadir Barbie is a Middle Eastern creator who's taken her passion for Barbie to the next level. She started as a dedicated fan of the iconic pink world that Barbie represents, but now she lives that life herself. Think a fully pink aesthetic, not just in her videos, but in her daily routine. She's turned her vibrant lifestyle into upbeat content, with her fans commenting that they love the positive energy she radiates.
Marketing tip: Make it easy for fans to generate content
With 65% of Gen Z considering themselves to be content creators,2 it's time to loosen the reins and empower your fans to express their love for your brand. They’re likely already using generative AI to play with your content, so why not join the fun? Provide them with the assets, templates, and tools they need to fuel their creativity, and watch the magic happen.
2. Fandoms of all sizes thrive
YouTube is a haven for fandoms of all shapes and sizes, from massive communities to niche interests you might not even know exist. It's a testament to the diversity of passions and the power of connection. And here's a surprising fact: almost half of Gen Z say they belong to fandoms that no one they know is into.3
In MENA, Spacetoon — a cartoon channel with 10.7 million subscribers — is a prime example of massive fandom. It shaped the childhoods of many Middle Eastern millennials with its mix of retro anime, cultural values, and life lessons. Today, YouTube acts as a digital treasure trove for Spacetoon fans, letting them relive their favourite shows and connect with others who share their passion:
On a smaller scale, creators like Xzitbestgamer tap into more niche passions. Through his collection of rare and collectible vintage consoles, he breathes new life into the nostalgia of retro gaming. The enthusiastic comments on his videos demonstrate the strong connection he's built with his audience, proving that the size of the fandom doesn't diminish the intensity of the passion.
Marketing tip: Be open to fans’ passions (even if they’ve got nothing to do with your brand)
YouTube's a 24/7 hub for fans of anything — no matter how niche — to create and connect. So, pay attention to what your customers are buzzing about and tap into those passions — even if it's something new or unexpected. Some brands are engaging with fandoms by developing themed products around them.
Lego, for example, connects with fandom communities that are into Mario and Marvel. And in Riyadh, Wister Restaurant immerses diners in the world of the Japanese manga series, Naruto. Considering that 74% of Gen Z fans agree they like seeing brands engage with things they’re a fan of, it’s a clever tactic.4
3. Fans are redefining cultural relevance and size
Fans are about so much more than just the main event. They love watching sports, sure, but they're also all over behind-the-scenes clips and epic highlight reels. The same goes for beauty, fitness, gaming — you name it. And guess what? Seventy three per cent of these fans are heading straight to YouTube to feed their obsession.5
The sheer amount of fan-created content has opened up countless ways for fans to interact with their favourite events, celebrities, and passions, making these interests even more culturally significant.
This is vividly illustrated by football lookalike creators who have become a sensation in MENA since the Qatar World Cup, further accelerated when the Saudi League signed global football icons Neymar and Benzema.
Take Egyptian creator Mbappealaa. He bears a striking resemblance to French football star Kylian Mbappe and has amassed an incredible 2 million subscribers through his real-life interaction and football music videos:
Hip-hop is also having a moment in the region — and not just because of the music. YouTube creators who decode and comment on rap are playing a huge role in making it more accessible, fuelling its popularity. This surge in interest even led to the creation of Jam Show, a Moroccan TV programme that showcased emerging hip-hop artists, launching Moroccan rapper ViraCocha's career with a viral rap battle.
Marketing tip: Analyse what fans are creating
Sometimes, fan-made content gets even more love than the original content. That means the volume and success of fan content can make an even bigger impact than the original branded content. Pay attention to what fans are creating. It's a goldmine of insights and inspiration, and can help you elevate your content game.
Explore our Ramadan collection for more campaign inspiration.