Digital platforms have seamlessly woven themselves into the fabric of our daily lives. From Meta, X, Instagram, and TikTok to streaming services like Netflix and Spotify, and even hospitality platforms such as Airbnb, these services captivate billions globally. Far from being mere entertainment or social connectors, they have evolved into economic powerhouses of unprecedented scale, often operating beyond the traditional reach of national governments and regulatory frameworks. In Morocco, this profound shift is now undeniable. A new era dawned on June 11, 2026, as the General Directorate of Taxes (DGI) officially launched its dedicated platform for taxing digital services, concluding years of anticipation and fiscal ambiguity.
The notion that the virtual realm could generate tangible economic value was once considered an abstract concept. Yet, Paul Romer, the 2018 Nobel laureate in Economics, laid the theoretical groundwork for this evolution, emphasizing that technological progress is not accidental. Instead, it arises from rational economic calculation, a product of economic activity itself. Social networks, originating from major research hubs like MIT, Harvard, and Silicon Valley, perfectly exemplify this dynamic. They didn’t emerge spontaneously; they were conceived, funded, and deployed because stakeholders recognized their inherent profitability.
The sheer scale of this phenomenon is revealed by key statistics. According to BDM, an expert platform specializing in social media analysis, over 36.5% of total internet time is now spent on social networks. Nearly half of users (48.6%) engage with these platforms to stay connected with loved ones, while a third use them for leisure (37.3%) or information (34.6%). However, beneath these social interactions lies a massive advertising revenue stream, accounting for approximately 85% of these platforms’ income—a stream that continues to expand relentlessly.
Businesses, both large and small, have recognized the immense value of this digital showcase. Globally, 90% of companies leveraging social media report deriving benefits. The influencer marketing sector alone was valued at $16.4 billion in 2022, a twenty-fold increase since 2015. This surge is largely driven by influencers boasting an engagement rate of 96%, significantly surpassing content published directly by brands.
The Kingdom of Morocco is certainly not an exception to this digital revolution. With 23.8 million social media users, representing 63.4% of the total population, Morocco presents a substantial market opportunity. In January 2022, YouTube alone had approximately 21.5 million users, Facebook Messenger 8.35 million, and TikTok 5.97 million users aged 18 and over. These figures are more than mere statistics; they represent active communities, engaged audiences, and dedicated fanbases that serve as veritable goldmines for new online entrepreneurs seeking potential clients. As Mohcine Benachir, General Manager of Prestige Informatique, emphasizes,
