BATOOL GHAITH (DUBAI)

The UAE is rapidly emerging as a global hub for content creators, and that rise is reflected in the growing significance of the 1 Billion Followers Summit, according to Hussein Al Atolli, Executive Director of the New Media Academy.

Now in its fourth edition, the summit is increasingly viewed as a key driver of the country's efforts to support and scale the creative economy, and Al Atolli described it as a natural extension of the UAE's long-standing efforts to attract, support and empower creative talent.

"The 4th Edition of the 1 Billion Followers Summit has, since its inception, clearly focused on becoming the world's premier platform for supporting talent," Al Atolli told Aletihad during an interview on the sidelines of the summit.

He noted that the UAE has been actively building an enabling environment for creators over the past several years, and that the summit accelerates this progress by encouraging purposeful content and supporting the development of a sustainable ecosystem for content creation.

"When you have the enablers present in the UAE, the talent attraction, the support and the suitable environment, the Summit becomes a catalyst for rapid economic progress across the content creation ecosystem," he explained.

One of the new features this year, he said, is the expansion of programmes that support creators and entrepreneurs, including an initiative launched in the 3rd edition and now updated as the Influencers Accelerator, organised by Creators HQ in partnership with 500 Global.

Al Atolli stated that nearly Dhs50 million has been allocated to support startups and creator-led businesses, adding that "within the summit, a dedicated space showcases more than 70 emerging content creators and startup founders, illustrating how the UAE's ecosystem is helping creators scale companies and pursue sustainable ventures."

He also noted that the focus on purposeful content has long been central to the UAE's approach.

"We have always emphasised meaningful content because positive messaging has the greatest influence and reach," Al Atolli explained.

He pointed to the fact that more than 5 billion people globally use new media daily, and content with a positive impact tends to resonate most deeply.

This year, the summit has expanded its educational and impact-driven competitions, including the One Billion Acts of Kindness initiative with MrBeast and the TikTok Educator Awards, which promote educational content across platforms.