Where early MENA podcasting consisted primarily of independent productions, industry leaders now emphasise “building brands and franchises, with clear formats, scalability and longevity in mind from day one”.
The second edition of SAJJEL, Saudi Arabia’s premier literary podcast competition, opened for entries in February.
Organised by streaming platform Anghami in collaboration with the Literature, Publishing and Translation Commission (LPTC), the initiative offers SAR 90,000 in prize money and professional production support for the top five entrants.
Unlike typical talent contests, SAJJEL 2 provides structured vocational training in audio, visual and literary production, connecting participants with established cultural and media organisations. Winners may choose between producing ten professional vodcast episodes or thirty specialised audio podcasts, reflecting the industry’s pivot toward video-first content discovery whilst maintaining audio depth.
Institutional Context and Market Dynamics
The LPTC, established in February 2020 under the Ministry of Culture, represents one of eleven specialised bodies created to implement Saudi Vision 2030’s cultural diversification agenda.
The Commission’s mandate encompasses regulatory oversight, licensing via the Abde’a digital platform, and sector development through initiatives such as the Tarjim translation programme and international book fair participation.
This governmental backing arrives as Saudi Arabia’s podcast market demonstrates exceptional growth. Industry data indicates the Kingdom ranks second globally for weekly podcast engagement, with 59% of adults listening for more than one hour per week – surpassing markets such as the USA (39%) and Germany (27%).
The domestic podcasting market generated USD 450.2 million in 2024, with projections suggesting expansion to USD 2.56 billion by 2030.
Platform Capabilities and Strategic Positioning
Anghami brings substantial infrastructure to the partnership. The NASDAQ-listed platform claims 120 million registered users and 2.5 million paid subscribers across MENA, with distribution partnerships covering 47 telecommunications providers.
Following its April 2024 merger with OSN+, the platform now integrates 18,000 hours of premium video content with its existing audio catalogue.
Eddy Maroun, Anghami’s co-founder, emphasised the competition’s role in identifying narrative talent capable of reaching global audiences. Dr Abdullatif Abdulaziz Al Wasel, LPTC Chief Executive, framed the initiative within broader efforts to harness digital technologies for Arabic literary content dissemination.
The View From The Beach
The competition reflects a maturing regional podcast economy. Where early MENA podcasting consisted primarily of independent productions, industry leaders now emphasise “building brands and franchises, with clear formats, scalability and longevity in mind from day one”.
SAJJEL 2’s provision of professional training and guaranteed production output aligns with this shift from amateur content creation to sustainable media enterprises.
This post first appeared in the TNPS LinkedIn newsfeed.
