YouTube Emerges as the Preferred Platform for Viewers in Saudi Arabia and UAE
YouTube dominates viewer preferences in Saudi Arabia, the UAE, and Qatar, with significant engagement via Connected TV. The platform is favored across age groups for its community of creators and plays a substantial role in influencing purchasing decisions. New advertising solutions will enhance brand collaborations with creators, promising innovative engagement opportunities.
YouTube recently revealed key insights into viewer preferences in Saudi Arabia, the United Arab Emirates, and Qatar, emphasizing the platform’s dominance as the leading choice for audiences in these regions. During the YouTube Brandcast event, it was highlighted that more than 12 million viewers in Saudi Arabia, 2.5 million in the UAE, and 600,000 in Qatar aged 18 and above engaged with YouTube via Connected TV (CTV) in May 2024. Moreover, YouTube’s reach extends to 20 million in Saudi Arabia and 7.5 million in the UAE, signaling significant engagement. A survey by Kantar underscored YouTube’s popularity; revealing that it is the preferred platform for viewers across all age demographics, with notable enthusiasm from Gen Z. Notably, 85% of viewers in Saudi Arabia acknowledged a strong bond with YouTube creators, a sentiment that is even higher than for other platforms. Social engagement is also prevalent, with over 60% of UAE viewers expressing enjoyment in watching YouTube content with family and friends. The platform plays a crucial role in shaping purchase behaviors, with 86% of Saudi viewers and 87% of UAE viewers attributing their purchasing decisions to YouTube content. Besides brand awareness, the study concluded that YouTube advertising is particularly effective in introducing new brands, especially among Gen Z viewers. Additionally, the introduction of partnership ads will enhance brands’ abilities to collaborate with creators, promising tailored audience engagement and innovative advertising formats. YouTube’s influence in the streaming space remains strong and pivotal for both viewers and advertisers alike.
YouTube’s emergence as a premier entertainment platform in the Middle East, particularly in Saudi Arabia, the UAE, and Qatar, highlights the significant shift of viewers towards digital streaming across multiple devices, including Connected TV. This change has been further solidified by YouTube’s engaging content and strong creator community, encouraging viewers’ loyalty and social sharing. The survey conducted by Kantar offers vital data correlating YouTube’s role in impacting consumer behavior, showcasing its effectiveness in brand discovery and influencing purchasing decisions, crucial for marketers seeking to navigate the evolving advertising landscape.
In conclusion, YouTube’s announcement at the Brandcast event illustrates the platform’s robust growth and pivotal role in the daily lives of viewers in Saudi Arabia, the UAE, and Qatar. With a substantial audience engaging via Connected TV and the strong influence of content on purchasing behavior, YouTube presents valuable opportunities for advertisers. The platform’s commitment to fostering connections between brands and creators will shape its continued success in the competitive streaming environment.
Original Source: www.zawya.com
