Digital potential

Pakistan's growing appetite for social media presents an enormous economic opportunity, particularly at a time when unemployment and limited avenues for income generation continue to weigh on the country's youth. Digital platforms have evolved beyond entertainment and communication into important spaces for entrepreneurship and commerce. Content creation and online businesses are opening up new avenues for earning, allowing individuals to reach audiences and markets that were previously beyond their means.

According to PTA, TikTok has around 100 million users in Pakistan, while 96 million people use YouTube, generating approximately 560 million video views daily. With the right policies and investment, Pakistan has the potential to turn its expanding digital audience into a significant contributor to economic growth. However, a large audience alone is insufficient to build a sustainable digital economy. Greater access to monetisation programmes and digital payment facilities is equally necessary to help creators turn their reach into reliable earnings. Despite this promise, Pakistan's inadequate internet infrastructure continues to restrict the growth of its digital economy. Frequent disruptions and sluggish speeds have become persistent obstacles for individuals and businesses dependent on online platforms. The government's emphasis on expanding 5G services is welcome, but technological advancement must not come at the expense of improving existing networks. A country where many rural communities struggle with basic connectivity cannot afford to prioritise headline achievements over dependable service.

The authorities must accelerate fibre-optic expansion and strengthen network capacity. Equally important is ensuring that internet restrictions and disruptions do not undermine investor confidence or jeopardise the livelihoods of those working in the digital economy. Pakistan has the audience, creativity and entrepreneurial talent to develop a thriving digital content industry. What it needs is a policy environment that encourages this.