YouTube has emerged as the leading platform for viewers in Saudi Arabia and the UAE, particularly noted for the increasing trend towards Connected TV. The platform reaches over 20 million people in Saudi Arabia and 7.5 million in the UAE. Significant loyalty among viewers and the platform’s impact on purchasing decisions were emphasized at the recent Brandcast event, alongside the introduction of partnership ads to facilitate brand collaborations.
In a recent Brandcast event, YouTube disclosed compelling data regarding viewer habits in Saudi Arabia, the United Arab Emirates (UAE), and Qatar. The platform reported a marked increase in viewership through Connected TV (CTV), with over 12 million viewers in Saudi Arabia, 2.5 million in the UAE, and 600,000 in Qatar aged over 18 engaging with content via CTV in May 2024. This growth reflects YouTube’s extensive reach, comprising approximately 20 million individuals in Saudi Arabia and 7.5 million in the UAE, alongside 1.7 million individuals aged 25-54 in Qatar. The findings, based on a Kantar survey, reveal that YouTube stands as the preferred platform among audiences in both Saudi Arabia and the UAE. A significant percentage of respondents expressed loyalty to YouTube; when restricted to a single platform for a year, users in both nations uniformly chose YouTube across various age demographics, including Generation Z. Moreover, 85% of viewers in Saudi Arabia reported feeling a strong connection with YouTube creators, surpassing the rapport experienced with creators on other platforms. Social connections are also pivotal, with over 60% of UAE viewers enjoying YouTube as a communal viewing experience with family and friends. The Kantar study further highlighted YouTube’s critical role in consumer behavior. An impressive 86% of viewers in Saudi Arabia and 87% in the UAE acknowledged YouTube’s influence on their purchasing decisions, indicating that the platform fosters brand discovery effectively. Notably, 87% of UAE viewers and 79% of Generation Z from both nations credited YouTube advertising with better introducing them to new brands and products than competing platforms. Tarek Amin, Director of YouTube MENA and Regional Director of EMEA Emerging Markets, remarked, “A key element of Brandcast is showing how YouTube continues to evolve as a platform, meeting viewers where they are and delivering content they love. The shift towards Connected TV viewership and the deep engagement we see across the region underscores the valuable opportunities YouTube offers brands to connect with their audiences in a meaningful way.” Additionally, YouTube introduced the beta version of partnership ads, designed to enhance brand-creator collaborations, thus allowing for more authentic audience engagement. These developments open avenues for advertisers to create audience segments based on individual creator video views and co-branded ad formats within DemandGen campaigns.
YouTube has increasingly established itself as a leading platform for video consumption in the Middle East, particularly in Saudi Arabia, the UAE, and Qatar. This shift in viewer behavior towards Connected TV usage not only exemplifies changing consumption patterns but also provides advertisers with significant opportunities to engage with a highly interactive audience. The insights shared during Brandcast aim to illustrate the evolution of YouTube as a central hub for entertainment and a catalyst for brand engagement, particularly through appealing collaboration with creators.
In summary, YouTube has solidified its status as the most preferred viewing platform in Saudi Arabia and the UAE, with a growing trend towards Connected TV usage. The data provided highlights the strong connections viewers have with creators and the platform’s crucial role in influencing purchasing decisions for brands. The recent initiatives, such as partnership ads, further demonstrate YouTube’s commitment to enhancing advertiser strategies while fostering genuine connections with audiences.
Original Source: www.zawya.com
