YouTube has emerged as the preferred video platform in Saudi Arabia and the UAE, showcasing impressive viewer engagement on Connected TVs. Recent data indicates over 12 million viewers in Saudi Arabia and growing engagement among users in the UAE and Qatar, accompanied by strong connections to creators. The platform significantly influences consumer purchasing decisions, making it a vital tool for advertisers, especially with the introduction of partnership ads which enhance brand and creator collaborations.
YouTube has recently revealed substantial insights into viewer behavior in Saudi Arabia, the United Arab Emirates (UAE), and Qatar at its prominent advertiser event, YouTube Brandcast. The findings indicate a pronounced increase in YouTube consumption, especially on Connected TV (CTV), substantiating the platform’s capacity to engage audiences effectively. In May 2024, over 12 million individuals in Saudi Arabia, approximately 2.5 million in the UAE, and around 600,000 in Qatar aged 18 and over engaged with YouTube via CTV, highlighting the platform’s extensive reach of 20 million viewers in Saudi Arabia and 7.5 million in the UAE. Furthermore, a survey by Kantar revealed that YouTube has become the preferred platform for entertainment, with viewers in both countries favoring it above others. An impressive 85% of Saudi viewers expressed a strong connection with content creators on YouTube, surpassing connections formed on competing platforms. Additionally, over 60% of UAE viewers reported enjoying shared viewing experiences with family and friends, underscoring YouTube’s role in enhancing social interactions. Moreover, the Kantar survey illuminated YouTube’s significant impact on consumer behavior, with 86% of Saudi viewers and 87% of UAE viewers recognizing the platform’s influence on their purchasing decisions. Viewers also indicated that YouTube advertising is more effective than competing platforms in introducing new brands and products. Tarek Amin, Director of YouTube MENA and Regional Director of EMEA Emerging Markets, emphasized the ongoing evolution of YouTube, stating that it meets viewers’ needs and provides substantial opportunities for brands to engage meaningfully with their audiences. In addition, YouTube announced the beta launch of partnership ads at Brandcast, facilitating seamless collaborations between brands and creators. These ads will allow brands to connect their content with the Google Ads framework on YouTube, providing new avenues for audience engagement and innovative advertising formats. The event showcased the dynamic streaming landscape and YouTube’s dedication to delivering captivating content and inventive advertising solutions, as evidenced by the average viewing time of over 60 minutes in Saudi Arabia and 85 minutes in the UAE.
The growing trend of video consumption on platforms such as YouTube, especially via Connected TVs, is reshaping advertising strategies and viewer engagement in the Middle East. With significant viewership statistics emerging from Saudi Arabia, the UAE, and Qatar, advertisers are increasingly recognizing the potential of YouTube as a key platform for connecting with diverse audiences. Various demographics, including younger generations like Gen Z, are exhibiting loyalty to YouTube, driving a shift in viewing habits and influencing consumer behavior.
In conclusion, YouTube’s establishment as the leading video platform in Saudi Arabia and the UAE signifies a transformative shift in viewer preferences towards Connected TV viewing. The significant engagement with creators and the platform’s influence on purchase decisions signal lucrative opportunities for advertisers to reach their target demographics. By harnessing innovative features like partnership ads, brands can effectively leverage YouTube’s vast reach and deeply engaged audience to cultivate meaningful connections and drive conversions. The insights presented during Brandcast highlight YouTube’s evolution and its pivotal role in the digital advertising landscape.
Original Source: www.zawya.com
