AJMI - Doha

Al Jazeera Media Institute recorded a significant increase in its digital performance during the first half of 2025, as the number of interactive programs views on its digital platforms reached 97 million, compared to 39 million views in the same period of 2024, which represents an increase of 248.7%, according to reports of Digital Platforms team of the Institute.

This rapid growth was the result of innovative content strategies such as artificial intelligence in analyzing interaction, content suggestion, developing publishing algorithms on Instagram and TikTok, in addition to digital coverage of major events such as “AI in Media Conference”, which contributed to enhancing digital presence and increasing engagement numbers.

In this context, Ms. Eman Al Ameri, Director of Al Jazeera Media Institute, stressed that development of educational programs, and launching qualitative initiatives in translation and content presentation in multiple languages, reflects the Institute's commitment to expand the circle of knowledge and at the same time responding to the needs of audience of digital platforms in the region and worldwide.
Al Ameri added that platforms’ team has recently focused on producing and publishing segment posts on Instagram, which allow for multiple photos or videos to be displayed in a single post, in addition to interactive videos in which trainers participate on TikTok, which strengthened engagement and created new formats for displaying content. She pointed out that the number of TikTok followers exceeded 100 thousand followers.
She clarifies that the institute intends to continue investing in digital content and expanding its presence on new platforms, stressing that maintaining the pace of growth requires continuous innovation, performance periodic evaluation and keeping pace with expectations of a changing audience in times of escalating competition.

In terms of follow-up, the total number of followers on all platforms increased to 1.4 million. Given that during the first half of the year 228 promotional campaigns were carried out to reached more than 34 million people in Qatar, Arab Gulf countries and other Arab countries.
On educational side, the institute launched four digital programs specialized in translation, novel writing, in an eloquent tongue and on-the-spot, presented by Al Jazeera experts. These programs consist of 53 episodes translated into Turkish, Russian, French and English, and there are ongoing plans to add a fifth language soon.
Digital Platforms report concluded by noting that digital performance has improved not only in terms of quantity, but also in terms of diversity of target audience, as platforms have begun to attract new age groups and new nationalities thanks to diversity of content and multilingualism.

These indicators reflect the strong interest of Al Jazeera Media Institute to review its digital strategy and evaluate its performance on a regular basis to ensure sustainable growth and an effective response to expectations of the public amid a changing and competitive media environment.