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 gross value added which is supported by TikTok, while they contribute only 22.9% to the Saudi GDP.
Vision 2030 built the supply, but it still has to be found
Vision 2030 has built the training providers, the local brands and the venues. Ordinary people still have to find and then decide to try it.
TikTok is where people find it and trust it
People trust what they have seen someone else do: use the product, learn the skill, make the trip.
TikTok reaches widest where there is least choice
Among women, Saudis and first-time participants, the platform is doing work that other channels do less of.
The next step is turning intent into action
Discovery and intent are both working. The value becomes tangible one step later, when an action is taken. Turning intent into that step is the opportunity ahead.
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 needs diversification at scale, and businesses able to deliver it. This chapter looks at the SAR 10.7 Bn that business activity on TikTok adds and the 52,000 jobs it supports.
Read chapter →
Live
Upskilling
Saudi Arabia has invested heavily in skills. This chapter looks at how TikTok is becoming a channel to discover and try out relevant skills.
Read chapter →
Coming soon
Retail and CPG
Retail and consumer goods sit at the centre of the diversification mandate. This chapter looks at TikTok’s role in enabling the Saudi consumer basket.
Read chapter →
Coming soon
Sport and tourism
Stadiums, seasons and heritage sites are open. This chapter looks at how TikTok turns attention into real visits, and how leisure careers are being inspired through the platform.
Read chapter →
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