Growing consumer expectations are prompting global technology brands to rethink localisation across products, content discovery and connected home experiences
Dubai, UAE, 19 August 2026: The Gulf’s rapid digital transformation is reshaping not only what consumers buy, but also what they expect from the technology they bring into their homes.
With internet penetration reaching 99% in Saudi Arabia and consumers increasingly relying on digital services, streaming platforms and connected devices, the GCC has emerged as one of the world’s most digitally engaged markets. At the same time, the role of entertainment within household lifestyles continues to expand, creating new opportunities for technology brands across the region.
Saudi Arabia’s Vision 2030 aims to increase household spending on culture and entertainment from 2.9% to 6%, reflecting the Kingdom’s broader shift towards experience-led lifestyles and digital entertainment.
Against this backdrop, global technology brands are increasingly recognising that success in the GCC requires more than bringing international products to the region. Companies are adapting their technology experiences to better reflect local languages, content preferences, consumption habits and cultural behaviours.
This shift is particularly evident in the home entertainment sector. Consumers are navigating an expanding ecosystem of streaming platforms, gaming services, smart televisions and connected home technologies. Industry forecasts indicate that the GCC home entertainment market is expected to grow from USD 4.6 billion in 2024 to USD 8.9 billion by 2034, driven by increasing demand for connected and immersive entertainment experiences.
As entertainment becomes more fragmented across platforms and devices, consumers are also seeking simpler ways to discover content, manage connected devices and personalise their viewing experiences. This is pushing technology companies to look beyond traditional localisation, such as language translation, and develop features specifically designed around regional user behaviour.
These developments include Arabic-language interfaces, voice search capabilities, locally relevant content recommendations, smart home integration and mobile applications that bring multiple entertainment functions into a more connected ecosystem.
The evolution of home entertainment also reflects changing lifestyles across the Gulf. Entertainment in many households remains a shared experience, often centred around family gatherings and communal viewing. At the same time, growing interest in premium sports, gaming and streaming content is driving demand for larger displays and connected entertainment setups that increasingly serve as focal points within living spaces.
Commenting on the changing landscape, Jobin Joejoe, Managing Director, Sony Middle East and Africa, said: “Consumers in the GCC are among the most digitally connected and engaged audiences in the world. As entertainment habits evolve, we are seeing growing demand for experiences that feel more intuitive, personalised and locally relevant. This is why localisation today goes beyond campaigns; it includes how people discover content, interact with devices and integrate technology into their daily lives. The future of home entertainment will be shaped not only by innovation, but by how effectively brands adapt those innovations to the needs of local consumers.”
As connected entertainment ecosystems continue to develop across the GCC, localisation is becoming an increasingly important competitive differentiator. For global technology brands, the opportunity lies not simply in delivering the same products and experiences across markets, but in creating technology that feels relevant to the way consumers in the region live, connect and enjoy entertainment.
