The GCC home entertainment market is expected to grow from USD 4.6 billion in 2024 to USD 8.9 billion by 2034, and Sony Middle East and Africa is arguing that the winners will be decided by localisation rather than hardware.
Why the GCC home entertainment market is growing
Emergen Research puts the compound growth at 7.1% a year, covering televisions, audio systems, gaming consoles and video players. The regional backdrop does most of the explaining: internet penetration of 99% in Saudi Arabia, and a Vision 2030 target to lift household spending on culture and entertainment from 2.9% to 6% — a goal Arab News reported when the Kingdom was still counting its cinemas on one hand.
Sony’s argument is that the growth will go to brands that build for how the region actually watches. That means Arabic-language interfaces, voice search, local content recommendations and apps that pull streaming, gaming and smart home controls into one place — the same personalisation push Disney+ is testing with AI search. The company frames it as the difference between shipping a product into the Gulf and building one for it.
There is a cultural layer too. Entertainment in most Gulf households is still a shared activity, and the shift toward premium sports, gaming and streaming is pulling larger televisions and connected setups into living rooms rather than bedrooms.
Localisation, in practice
“Consumers in the GCC are among the most digitally connected and engaged audiences in the world. As entertainment habits evolve, we are seeing growing demand for experiences that feel more intuitive, personalised and locally relevant. This is why localisation today goes beyond campaigns; it includes how people discover content, interact with devices and integrate technology into their daily lives.”
Jobin Joejoe, managing director of Sony Middle East and Africa
The next Sony TV bought in the Gulf is more likely to be judged on whether it understands how you search than on its panel. The company’s example of that thinking ships in the same announcement: the BRAVIA Theatre System 6 (HT-S60), a 5.1-channel system with a wireless subwoofer and Dolby Atmos and DTS:X support. It is listed in the UAE at AED 1,900 at Sharaf DG (down from AED 2,299) and AED 1,911 on Amazon.ae.
| Spec | Detail |
|---|---|
| Channels | 5.1 — ten speakers, dedicated centre channel |
| Subwoofer | Wireless |
| Audio formats | Dolby Atmos, DTS:X |
| Smart features | Voice Zoom 3, BRAVIA Connect app |
| UAE price | AED 1,900 at Sharaf DG · AED 1,911 on Amazon.ae |
The forecast is one research firm’s model, and Sony’s regional arm is a party to it. The direction is not in dispute: the GCC home entertainment market follows the region’s viewing habits, and those are changing faster than the hardware. Sony’s own regional line-up has ridden that trend, and the free-streaming push on LG TVs across the GCC points the same way.
How big is the GCC home entertainment market?
Emergen Research values it at USD 4.6 billion in 2024, rising to USD 8.9 billion by 2034 — a compound annual growth rate of about 7.1%. Televisions take the largest share, at roughly 45% of the market.
Who is Jobin Joejoe?
He is the managing director of Sony Middle East and Africa, the regional subsidiary that handles Sony consumer electronics, PlayStation and professional products across more than 40 countries. He joined Sony MEA in 2007.
What is the Sony BRAVIA Theatre System 6 (HT-S60)?
A 5.1-channel home theatre system with ten speakers, a wireless subwoofer and a dedicated centre channel, with Dolby Atmos and DTS:X support. It works with the BRAVIA Connect app and Voice Zoom 3 on compatible BRAVIA TVs, and is listed in the UAE at AED 1,900 at Sharaf DG and AED 1,911 on Amazon.ae.
