As Ramadan approaches, everyday habits start to shift. From daily routines to media use, consumers in Indonesia, Malaysia, Saudi Arabia, Türkiye and the UAE experience the month in ways that reflect how daily life changes during Ramadan.

Based on research data from YouGov Surveys: Serviced, this article highlights five early insights shaping Ramadan 2026, offering a snapshot of how consumers expect to experience the month ahead.

#1: Faith and family at the heart of the Ramadan experience

Across all five markets, Ramadan is defined first and foremost by faith and spiritual reflection. This association is strongest in Saudi Arabia and the UAE, where more than seven in ten respondents say Ramadan represents a time for faith and reflection (79% and 72% respectively). Well over half of those in Türkiye (68%), Indonesia (62%), and Malaysia (56%) say the same.

Alongside spirituality, family and togetherness play a central role in how the month is experienced. This is most pronounced in Indonesia (51%) and Saudi Arabia (48%), followed by the UAE (38%), Malaysia (36%) and Türkiye (33%).

#2: Generosity is a leading theme of the Ramadan period

Across markets, Ramadan is closely associated with generosity and giving back, though the strength of this association varies. The idea resonates most strongly in Türkiye, where nearly half (49%) say generosity best represents the month. This is followed by the UAE (44%), Indonesia (39%), Saudi Arabia (35%) and Malaysia (26%).

#3: Daily routines change during the Ramadan season

Ramadan brings clear shifts to daily life, though not every routine changes in the same way. Across markets, the most pronounced change is in religious and spiritual activities. Around three-quarters of adults in Saudi Arabia (78%), the UAE (74%), Türkiye (74%) and Indonesia (73%) expect to spend more time on these activities during the month.

In Malaysia, the increase is less pronounced but still significant, with 58% saying they plan to spend more time on religious or spiritual activities during Ramadan.

Time with family also increases for many during Ramadan. Around two-thirds of adults in the UAE (68%), Türkiye (67%), and Saudi Arabia (63%) say they expect to spend more time with family during the month. The share is lower in Indonesia (56%), while Malaysia sits just under half (49%).

Not all routines are disrupted. Around half of adults across markets expect their exercise and wellbeing routines to remain unchanged during Ramadan. This is most evident in Türkiye (53%), where a majority anticipate no change, followed by Saudi Arabia (50%), Indonesia (49%) and the UAE (48%)

In Saudi Arabia, nearly half of adults (48%) expect to travel less during the holy month, the highest decline across markets. Türkiye follows closely, with 43% anticipating reduced travel. However, in Malaysia, the UAE and Indonesia, around four in ten say their travel plans will stay the same.

#4: Ramadan advertising preferences vary by market

What consumers perceive as authentic Ramadan advertising varies markedly across markets. In Türkiye, emotionally driven storytelling leads by a wide margin. Over a third (34%) say ads centered on heartfelt family stories feel most authentic, well ahead of promotions (18%) or celebrity-led messaging (9%). Cultural cues (25%) and real community representation (26%) also perform strongly.

A similar but more pronounced pattern is seen in Indonesia, where heartfelt storytelling ranks highest at 37%, alongside a strong preference for ads promoting charitable or sustainable action (32%). In Malaysia, preferences are more evenly spread. While family storytelling still leads (37%), ads highlighting local culture and heritage (26%) and real communities (22%) also perform strongly.

By contrast, Gulf markets prioritise relevance and tangible value over pure storytelling. In Saudi Arabia, ads centered on special offers (27%) and local culture and heritage (24%) lead perceptions of authenticity, edging ahead of family-led storytelling (21%). The UAE shows a similar hierarchy: local culture and special offers (both 27%) sit at the top, followed closely by charitable or sustainable action (25%), while family stories trail slightly at 24%

Across all five markets, ads featuring celebrities or influencers are among the least likely to be seen as authentic.

#5: TV audiences peak in the evening during Ramadan

Ramadan shifts TV viewing firmly into the evening across markets. The 7 - 10 PM slot is the dominant window, drawing more than half of viewers in Türkiye (56%), followed by Malaysia (47%), the UAE (45%) and Saudi Arabia (41%). Evening viewing is notably lower in Indonesia (34%), where audiences are more evenly distributed across the day.

Late-night viewing (10 PM - 2 AM) remains significant in the Gulf, reaching 31% in Saudi Arabia and 28% in the UAE, and 21% in Malaysia. By contrast, daytime viewing is more limited: afternoon viewing peaks at 30% in Indonesia, while morning and early-morning slots attract fewer than one in ten viewers in most markets.

These insights are just the tip of the iceberg. To explore Ramadan behavior in greater depth across the UAE, Saudi Arabia, Turkey, Indonesia, and Malaysia, speak with our researchers or access our full findings below.

Download the free reports:
UAE, KSA & Turkey
 Malaysia & Indonesia

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