On 18 January 2025, Riyadh hosted the Joy Awards, a spectacle that captured the attention of audiences across the region and beyond. Organised by Saudi Arabia’s General Entertainment Authority (GEA) in partnership with MBC Group, the event celebrated excellence in film, television, music, sports, and digital content, reinforcing Saudi Arabia’s growing influence in the global entertainment landscape.
At CARMA, we analysed over 7,900 media articles and 8,000 high-engagement social media posts to uncover how the world reacted to the event, which celebrities and brands dominated the conversation, and what this means for Saudi Arabia’s broader entertainment strategy.
1. The Power of Celebrity-Driven Visibility
Together, technological advancements and decarbonisation efforts captured 30% of media coverage. These themes highlight growing investments in AI-driven efficiency and carbon capture solutions, underscoring the region’s commitment to sustainable energy transitions.
2. Social Media Dominance: TikTok & Instagram Lead the Conversation
TikTok and Instagram accounted for 65% of all social conversations around the Joy Awards. Engagement was highest on posts featuring #JoyAwards and #RiyadhSeason, proving that event-driven hashtags remain a key driver of audience interaction.
3. Saudi Arabia’s Cultural Ambitions on Display
Media coverage of the Joy Awards reflected a broader narrative: Saudi Arabia’s transformation into an entertainment powerhouse. Positive sentiment towards the Kingdom surged by 207% year-on-year, with leading outlets highlighting the scale and ambition of the event.
What This Means for the Industry
The data suggests that the Joy Awards is not just a regional event but one with increasing global resonance. Its growth aligns with Saudi Arabia’s broader entertainment strategy, leveraging celebrity influence, social media engagement, and media partnerships to shape perception. The long-term impact remains to be seen, but the momentum behind this year’s event signals a shift in how entertainment in the region is being positioned on the world stage.
Commentary
Joy Awards 2025
How Media Coverage of the Joy Awards is Reshaping Perceptions
On 18 January 2025, Riyadh hosted the Joy Awards, a spectacle that captured the attention of audiences across the region and beyond. Organised by Saudi Arabia’s General Entertainment Authority (GEA) in partnership with MBC Group, the event celebrated excellence in film, television, music, sports, and digital content, reinforcing Saudi Arabia’s growing influence in the global entertainment landscape.
At CARMA, we analysed over 7,900 media articles and 8,000 high-engagement social media posts to uncover how the world reacted to the event, which celebrities and brands dominated the conversation, and what this means for Saudi Arabia’s broader entertainment strategy.
Key Insights from Our Media Analysis
1. The Power of Celebrity-Driven Visibility
Together, technological advancements and decarbonisation efforts captured 30% of media coverage. These themes highlight growing investments in AI-driven efficiency and carbon capture solutions, underscoring the region’s commitment to sustainable energy transitions.
2. Social Media Dominance: TikTok & Instagram Lead the Conversation
TikTok and Instagram accounted for 65% of all social conversations around the Joy Awards. Engagement was highest on posts featuring #JoyAwards and #RiyadhSeason, proving that event-driven hashtags remain a key driver of audience interaction.
3. Saudi Arabia’s Cultural Ambitions on Display
Media coverage of the Joy Awards reflected a broader narrative: Saudi Arabia’s transformation into an entertainment powerhouse. Positive sentiment towards the Kingdom surged by 207% year-on-year, with leading outlets highlighting the scale and ambition of the event.
What This Means for the Industry
The data suggests that the Joy Awards is not just a regional event but one with increasing global resonance. Its growth aligns with Saudi Arabia’s broader entertainment strategy, leveraging celebrity influence, social media engagement, and media partnerships to shape perception. The long-term impact remains to be seen, but the momentum behind this year’s event signals a shift in how entertainment in the region is being positioned on the world stage.
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