UAE poised to be 'content creator capital' as Dubai hosts global social media summit

Thousands of social media personalities will gather in the emirate this week for the third annual 1 Billion Followers Summit

Mohammed Al Gergawi, Minister of Cabinet Affairs, said the UAE has positioned itself as a world-leading hub for content creators. Photo: World Economic Forum

An Emirati minister said that the UAE is primed to be a “global capital for content creators” as leading figures across social media driving the remarkable rise of a $250 billion industry get set to take centre stage in Dubai this week.

Mohammed Al Gergawi, Minister of Cabinet Affairs, on Tuesday hailed the third annual 1 Billion Followers Summit, which will be held at three venues in the emirate from Saturday, January 11, to Monday, January 13, as the “largest global event for content creation” at a curtain-raiser for the international gathering.

More than 15,000 delegates are expected to attend the event, including 5,000 content creators helping to shape a rapidly evolving media landscape.

Key speakers will include Zach King, a US magician with 175 million online followers, popular gaming personality AboFlah, who has 63 million followers, author and podcaster Jay Shetty, who has more than 57 million followers, and polarising US political pundit Tucker Carlson, who has amassed more than 26 million followers across social media platforms.

“Over the past three years, this summit has transformed into the largest global event for content creation, hosted by the UAE,” said Mr Al Gergawi. “Our nation has become a hub for creators, talents, and investors, and through this summit, the UAE is establishing itself as the global capital for content creators.

“Why content creation? The industry is currently valued at approximately $250 billion, with growth rates significantly outpacing the natural economic growth – nearly threefold.”

Cultivating creative talent

The UAE will seek to promote further growth in the burgeoning sector during the conference. A 1 Billion Pitches initiative will be launched to provide Dh50 million in investment opportunities for content creators and companies. Mr Al Gergawi said about 500 start-ups from 40 countries have already applied for support.

The summit will feature 421 speakers, 300 sessions and will be attended by dozens of chief executives and other industry experts.

All major digital platforms and companies – from YouTube and X to Facebook, TikTok and Instagram – will be represented.

The summit will host a wide variety of sessions, exploring the need to regulate the content creator industry, the transformation of media, combating misinformation. Content creators using their profile and influence to raise awareness of humanitarian issues will also be on the agenda.

$1 million prize up for grabs

The UAE has this year established the 1 Billion Award, a $1 million prize to celebrate content creators who make a positive impact on societies and champion compassion and empathy.

An initial shortlist of 10 candidates was announced last month, which is to be whittled down to a final five following a public vote. The winner will be crowned on the final day of the summit on January 13. More than 16,000 submissions from 190 countries were received for the award.

The 10 contenders included Mahmoud Zuaiter, a content creator from Gaza with more than three million followers. He aims to raise awareness of the plight of Palestinians in the Gaza Strip and to support aid efforts, as the war rages on.

Creators for Lebanon are a group of four Lebanese content creators uniting to help displaced families, providing aid, rebuilding communities and showing solidarity in times of crisis. The group comprises Abdallah Saadeh, Hasan Hashim, Hasan Raad and Abir Al Saghir, and has more than 40 million followers on social media platforms.

This year's summit will be held at three venues – Emirates Towers, the Museum of the Future and Dubai International Financial Centre.