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Ramadan in Middle East is for Fasting and Facebook, Data Shows

In this May 8, 2019 file photo, a Palestinian reads verses of the Quran during the month of Ramadan at Al Emari Mosque in Gaza City. (AP)
In this May 8, 2019 file photo, a Palestinian reads verses of the Quran during the month of Ramadan at Al Emari Mosque in Gaza City. (AP)
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Ramadan in Middle East is for Fasting and Facebook, Data Shows

In this May 8, 2019 file photo, a Palestinian reads verses of the Quran during the month of Ramadan at Al Emari Mosque in Gaza City. (AP)
In this May 8, 2019 file photo, a Palestinian reads verses of the Quran during the month of Ramadan at Al Emari Mosque in Gaza City. (AP)

The Muslim holy month of Ramadan, with its long days of fasting and prayer meant to draw worshipers closer to God and away from worldly distractions, is being reshaped by technology, reported The Associated Press.

People in the Middle East spend close to 58 million more hours on Facebook during Ramadan and watch more YouTube videos — everything from beauty tips and recipes to sports and TV dramas — than any other time of the year, making the holy month not only the most important one for Muslims, but also the prime time of the year for advertisers.

For Facebook, which also owns Instagram, and Google, which owns YouTube, Ramadan brings a welcome boost of business in the region.

"Consumption and time spent on our platforms does indeed increase," said Ramez Shehadi, Facebook's managing director for Mideast and North Africa.

People stay up a lot more at night during Ramadan and have more downtime — especially before iftar, the evening meal that breaks the daylong fast, and the "suhoor," when people gather to eat before another day of fasting. Many also work shorter hours during the day.

All that translates to 5% more time spent on Facebook's platforms, or what is nearly 58 million more hours, Shehadi said. Put another way, there are almost 2 million hours of additional time spent daily on Facebook in the Middle East during Ramadan.

Ramadan is also the peak season for advertising in the region, as TV dramas and soap operas get a 151% increase in viewership on YouTube during the holy month, according to Google.

"Our revenue is a function of people's engagement," Shehadi said. "The more that they engage on our platforms, the more that advertisers want to be able to reach those that are engaging. That's what drives our revenue."

So much ad revenue is spent during Ramadan that Google launched "The Lantern Award" to celebrate the most creative and engaging ads of the month.

Yet Ramadan is not just about abstaining from food and drink, including water, during the day. It's also about disconnecting from vacuous distractions and focusing on contemplation, introspection, acts of good, charity and connecting with God. It can appear then as a contradiction that this is also when companies ramp up their efforts to get people to buy more, view more and engage in excess consumerism.

Google does not disclose total watch time for YouTube during Ramadan, but says that in Egypt, Saudi Arabia and the United Arab Emirates, for example, viewing of sports videos jumps by 22%, travel videos by 30%, and action games, simulation and video games by 10-20% during the holy month, said the AP.

People also spend 27% more time watching religious content on YouTube in Ramadan.

"To us, YouTube brings people together. We see a lot of people wanting to watch things together," said Joyce Baz, Google's head of communications in Mideast and North Africa.

She added that Google products, like its search engine, are there "to simplify people's lives so that they can focus on things that matter like being with their loved ones and family." Google's "Qibla Finder," for example, helps Muslims find the direction of Makkah to pray toward, wherever they happen to be.

Google says this year's top trending search queries during the first week of Ramadan in Egypt, Iraq and Saudi Arabia included a surprising mix of Game of Thrones, prayer times, Ramadan TV shows, movie timings and English Premier League results.

Meanwhile, some of the most popular downloaded apps in the Mideast on the Google Play store during Ramadan include games like Stack Ball, streaming apps like Vu and Shahid and online retailers Noon and Jolly Chic.

Iftar evening meals are a major social affair during Ramadan, ranging from lavish spreads at home to decadent five-star hotel buffets. This translates into a 16% spike in beauty product searches and an 18% spike in searches for beauty tips on YouTube, compared to the rest of the year. Also, according to Google maps, trips to the malls increase by more than 20% in the last weeks of Ramadan in preparation for the Eid al-Fitr holiday, which ends the holy month.

Fatima el-Barbar, an Egyptian mother living in Dubai, said she searches more for recipes and watches her favorite TV dramas online during Ramadan. But she said that between her job, taking care of the children, preparing iftar each night, her daily prayers and reading the Quran, the Muslim holy book, there's little time for the internet.

"I actually have less time for the internet in Ramadan than in other days of the year," she said, according to the AP.

To help companies better understand consumer habits in Ramadan, Google identified six categories of audiences: dedicated watchers, devoted fasters, foodies, groomers, travelers and shoppers.

"YouTube is a companion during Ramadan, a platform where viewers can watch what they want, whenever they want throughout the day," Google says in its own pitch to advertisers.

To more authentically connect with roughly 180 million users in the Middle East, Facebook and Instagram launch special Ramadan icons to give people more customized ways of expressing themselves online. Instagram also has a campaign to promote acts of kindness during the month.

"We're trying to be magnifiers and propagators of goodness as opposed to what might seem on the surface like an extension of consumerism," Shehadi said. "It resonates with the ethos of Ramadan and certainly the ethos of Facebook, which is around bringing people together around things that matter to them."

Haitham el-Ghoneim, a Jordanian resident in Dubai, the United Arab Emirates, said he uses Facebook to connect with friends during Ramadan, sharing traditional greetings for the holy month and checking on his family in Jordan.

Still, he doesn't think the rest of it — all that time spent online, on games, scrolling and ads — is a good thing. "It's not being spent in a useful way. It's mostly fake news, or jokes and things that have no benefit," he said.

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As the UN Turns 80, Its Crucial Humanitarian Aid Work Faces a Clouded Future

Students in an English class at a primary school run by URWA for Palestinian refugees at the Mar Elias refugee camp in Beirut, Lebanon, Monday, June 2, 2025. (AP Photo/Hassan Ammar)
Students in an English class at a primary school run by URWA for Palestinian refugees at the Mar Elias refugee camp in Beirut, Lebanon, Monday, June 2, 2025. (AP Photo/Hassan Ammar)
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As the UN Turns 80, Its Crucial Humanitarian Aid Work Faces a Clouded Future

Students in an English class at a primary school run by URWA for Palestinian refugees at the Mar Elias refugee camp in Beirut, Lebanon, Monday, June 2, 2025. (AP Photo/Hassan Ammar)
Students in an English class at a primary school run by URWA for Palestinian refugees at the Mar Elias refugee camp in Beirut, Lebanon, Monday, June 2, 2025. (AP Photo/Hassan Ammar)

At a refugee camp in northern Kenya, Aujene Cimanimpaye waits as a hot lunch of lentils and sorghum is ladled out for her and her nine children — all born while she has received United Nations assistance since fleeing her violence-wracked home in Congo in 2007.

“We cannot go back home because people are still being killed,” the 41-year-old said at the Kakuma camp, where the UN World Food Program and UN refugee agency help support more than 300,000 refugees, The Associated Press said.

Her family moved from Nakivale Refugee Settlement in neighboring Uganda three years ago to Kenya, now home to more than a million refugees from dozens of conflict-hit east African countries.

A few kilometers (miles) away at the Kalobeyei Refugee Settlement, fellow Congolese refugee Bahati Musaba, a mother of five, said that since 2016, “UN agencies have supported my children’s education — we get food and water and even medicine,” as well as cash support from WFP to buy food and other basics.

This year, those cash transfers — and many other UN aid activities — have stopped, threatening to upend or jeopardize millions of lives.

As the UN marks its 80th anniversary this month, its humanitarian agencies are facing one of the greatest crises in their history: The biggest funder — the United States — under the Trump administration and other Western donors have slashed international aid spending. Some want to use the money to build up national defense.

Some UN agencies are increasingly pointing fingers at one another as they battle over a shrinking pool of funding, said a diplomat from a top donor country who spoke on condition of anonymity to comment freely about the funding crisis faced by some UN agencies.

Such pressures, humanitarian groups say, diminish the pivotal role of the UN and its partners in efforts to save millions of lives — by providing tents, food and water to people fleeing unrest in places like Myanmar, Sudan, Syria and Venezuela, or helping stamp out smallpox decades ago.

“It’s the most abrupt upheaval of humanitarian work in the UN in my 40 years as a humanitarian worker, by far,” said Jan Egeland, a former UN humanitarian aid chief who now heads the Norwegian Refugee Council. “And it will make the gap between exploding needs and contributions to aid work even bigger.”

‘Brutal’ cuts to humanitarian aid programs UN Secretary-General Antonio Guterres has asked the heads of UN agencies to find ways to cut 20% of their staffs, and his office in New York has floated sweeping ideas about reform that could vastly reshape the way the United Nations doles out aid.

Humanitarian workers often face dangers and go where many others don’t — to slums to collect data on emerging viruses or drought-stricken areas to deliver water.

The UN says 2024 was the deadliest year for humanitarian personnel on record, mainly due to the war in Gaza. In February, it suspended aid operations in the stronghold of Yemen’s Houthi group, who have detained dozens of UN and other aid workers.

Proponents say UN aid operations have helped millions around the world affected by poverty, illness, conflict, hunger and other troubles.

Critics insist many operations have become bloated, replete with bureaucratic perks and a lack of accountability, and are too distant from in-the-field needs. They say postcolonial Western donations have fostered dependency and corruption, which stifles the ability of countries to develop on their own, while often UN-backed aid programs that should be time-specific instead linger for many years with no end in sight.

In the case of the Nobel Peace Prize-winning WFP and the UN’s refugee and migration agencies, the US has represented at least 40% of their total budgets, and Trump administration cuts to roughly $60 billion in US foreign assistance have hit hard. Each UN agency has been cutting thousands of jobs and revising aid spending.

“It's too brutal what has happened,” said Egeland, alluding to cuts that have jolted the global aid community. “However, it has forced us to make priorities ... what I hope is that we will be able to shift more of our resources to the front lines of humanity and have less people sitting in offices talking about the problem.”

With the UN Security Council's divisions over wars in Ukraine and the Middle East hindering its ability to prevent or end conflict in recent years, humanitarian efforts to vaccinate children against polio or shelter and feed refugees have been a bright spot of UN activity. That's dimming now.

Not just funding cuts cloud the future of UN humanitarian work

Aside from the cuts and dangers faced by humanitarian workers, political conflict has at times overshadowed or impeded their work.

UNRWA, the aid agency for Palestinian refugees, has delivered an array of services to millions — food, education, jobs and much more — in Lebanon, Syria and Jordan as well as in the West Bank and Gaza since its founding in 1948.

Israel claims the agency's schools fan antisemitic and anti-Israel sentiment, which the agency denies. Israel says Hamas siphons off UN aid in Gaza to profit from it, while UN officials insist most aid gets delivered directly to the needy.

“UNRWA is like one of the foundations of your home. If you remove it, everything falls apart,” said Issa Haj Hassan, 38, after a checkup at a small clinic at the Mar Elias Palestinian refugee camp in Beirut.

UNRWA covers his diabetes and blood pressure medication, as well as his wife’s heart medicine. The United States, Israel's top ally, has stopped contributing to UNRWA; it once provided a third of its funding. Earlier this year, Israel banned the aid group, which has strived to continue its work nonetheless.

Ibtisam Salem, a single mother of five in her 50s who shares a small one-room apartment in Beirut with relatives who sleep on the floor, said: “If it wasn’t for UNRWA we would die of starvation. ... They helped build my home, and they give me health care. My children went to their schools.”

Especially when it comes to food and hunger, needs worldwide are growing even as funding to address them shrinks.

“This year, we have estimated around 343 million acutely food insecure people,” said Carl Skau, WFP deputy executive director. “It’s a threefold increase if we compare four years ago. And this year, our funding is dropping 40%. So obviously that’s an equation that doesn’t come together easily.”

Billing itself as the world's largest humanitarian organization, WFP has announced plans to cut about a quarter of its 22,000 staff.

The aid landscape is shifting

One question is how the United Nations remains relevant as an aid provider when global cooperation is on the outs, and national self-interest and self-defense are on the upswing.

The United Nations is not alone: Many of its aid partners are feeling the pinch. Groups like GAVI, which tries to ensure fair distribution of vaccines around the world, and the Global Fund, which spends billions each year to help battle HIV, tuberculosis and malaria, have been hit by Trump administration cuts to the US Agency for International Development.

Some private-sector, government-backed groups also are cropping up, including the divisive Gaza Humanitarian Foundation, which has been providing some food to Palestinians. But violence has erupted as crowds try to reach the distribution sites.

The future of UN aid, experts say, will rest where it belongs — with the world body's 193 member countries.

“We need to take that debate back into our countries, into our capitals, because it is there that you either empower the UN to act and succeed — or you paralyze it,” said Achim Steiner, administrator of the UN Development Program.