TikTok’s economic contribution is significant
Business activity on the platform supported SAR 10.7 billion in gross value added and about 52,000 jobs across the Saudi economy in 2025.
Executive summary
Executive summary
Small businesses benefit disproportionately
SMBs account for 41% of the value added supported through TikTok, compared with their 22.9% share of Saudi Arabia’s GDP.
Vision 2030 has built the supply, but it still needs to be discovered
Vision 2030 has enabled the growth of training providers, local brands and venues. The next step is ensuring that people can discover these opportunities and are encouraged to engage with them.
TikTok is where people discover it and build trust
People are more likely to trust what they see others experience firsthand, using a product, learning a skill or visiting a destination.
TikTok’s reach is strongest where choices are more limited
Among women, Saudi nationals and first-time participants, TikTok plays a particularly important role that other channels are less able to fulfil.
The next step is turning intent into action
Discovery is generating intent, but the value becomes tangible only when people take action. The opportunity ahead lies in converting that intent into meaningful participation.
The four themes
Four themes examined in this series
Each chapter sets out the national context, the role TikTok plays in it, and the impact that has.
Live
Overall economic impact
Vision 2030 requires economic diversification at scale and businesses capable of delivering it. This chapter examines the SAR 10.7 billion in economic value supported by business activity on TikTok and the 52,000 jobs it supports.
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Coming soon
Upskilling
Saudi Arabia has invested significantly in developing skills. This chapter explores how TikTok is emerging as a channel through which people can discover and try out relevant skills.
Read chapter →
Coming soon
Retail and CPG
Retail and consumer goods are central to Saudi Arabia’s economic diversification. This chapter examines TikTok’s role in shaping consumer discovery and purchasing decisions across the Kingdom.
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Coming soon
Sport and tourism
Saudi Arabia’s stadiums, entertainment seasons and heritage sites are welcoming growing audiences. This chapter explores how TikTok turns interest into visits and inspires people to pursue careers in the sport, tourism and leisure sectors.
Read chapter →
Redseer Strategy Consultants for TikTok. Saudi Arabia Impact Series, 2026. Value added is linked to business activity on the platform, not created by the platform. Survey findings are what people said about themselves, and interest in a job, a course or a purchase is an attitude rather than a result. All sources and limitations are set out under Methodology.
The authors
About the authors
Sandeep Ganediwalla
Partner
Sandeep is the Partner with 20+ years of experience in consulting and technology. He has expertise in multiple sectors including ecommerce, technology, telecom and private equity.
sandeep@redseerconsulting.com
Akshay Jayaprakasan
Associate Partner
Akshay brings over a decade of experience across consulting and technology, with deep exposure to India, Southeast Asia and the Middle East. He has delivered multiple keynotes, served on industry panels, and is frequently quoted by leading Middle East media on the digital economy.
akshay@redseerconsulting.com