YouTube has established itself as the number one viewing platform in Saudi Arabia and the UAE, particularly on Connected TV, with over 12 million viewers in Saudi Arabia and significant influence on consumer purchasing decisions, according to recent insights shared during YouTube Brandcast. A substantial portion of viewers expressed strong connections with creators, emphasizing YouTube’s role in fostering social interaction. Additionally, the launch of partnership ads aims to enhance advertising opportunities for brands on the platform, reinforcing YouTube’s evolving landscape as a major player in digital content consumption.
YouTube has recently revealed pivotal insights regarding viewer habits in Saudi Arabia, the United Arab Emirates (UAE), and Qatar during its prominent advertiser occasion, YouTube Brandcast. The data highlights a notable increase in the consumption of YouTube on Connected TV (CTV), demonstrating the platform’s capability to engage audiences effectively across various formats, from Shorts to traditional living room viewing. In terms of viewer reach on CTV alone, YouTube connected over 12 million individuals in Saudi Arabia, more than 2.5 million in the UAE, and around 600,000 in Qatar aged 18 and above by May 2024. These figures illustrate that YouTube attracts an expansive audience within these countries, with a total reach of 20 million viewers in Saudi Arabia and 7.5 million in the UAE. Additionally, it reaches over 1.7 million individuals aged 25 to 54 in Qatar. The findings from a Kantar survey underline YouTube’s status as the most preferred platform for users in Saudi Arabia and the UAE across various formats. Notably, when queried about which single platform they would select if constrained to just one for an entire year, viewers from both countries predominantly chose YouTube. This preference was noted across all demographic categories, including Generation Z. Furthermore, 85% of Saudi viewers expressed a strong connection with YouTube creators, outpacing feelings of attachment reported on other platforms (78%). Additionally, over 60% of UAE viewers stated they appreciate watching YouTube content with family and friends, reflecting the platform’s significance in nurturing social interactions. The Kantar research also accentuated YouTube’s impact on consumer behavior, suggesting that significant audiences are influenced by content on the platform when making purchasing decisions, with 86% of Saudi viewers and 87% of UAE viewers acknowledging YouTube’s crucial role in their market choices. Moreover, 87% of viewers in the UAE and 79% of Generation Z individuals in both nations indicated that YouTube advertising is effective in familiarizing them with new brands and products. Commenting on these pivotal insights, Tarek Amin, Director of YouTube MENA and Regional Director of EMEA Emerging Markets, stated, “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.” In a significant development during the event, YouTube announced the beta launch of partnership ads, which will permit brands to link creator content with their Google Ads on YouTube. This innovation opens doors for brands to engage audiences authentically, allowing the creation of audience data segments based on views of the creator’s video. Advertisers may also benefit from new ad formats, including a co-branded option in DemandGen campaigns, in which a brand’s logo will appear alongside the creator’s channel logo. YouTube Brandcast offers a platform for emphasizing the dynamic streaming environment and its ongoing commitment to providing captivating content and innovative advertising strategies. As of May 2024, YouTube achieved substantial reach, connecting with over 20 million viewers in Saudi Arabia and 7.5 million in the UAE, with individuals averaging over 60 and 85 minutes of daily YouTube viewing respectively.
The emergence of robust digital platforms has transformed consumer content consumption, with YouTube standing out as a leader in this space. In the Middle East, particularly within Saudi Arabia, the UAE, and Qatar, YouTube’s user engagement has steadily increased, demonstrating its adaptability to changing viewer behaviors and preferences. This trend is vital for advertisers seeking to connect with audiences effectively, as platforms like YouTube offer a multifaceted approach to reach various demographics. By understanding viewer habits, advertisers can create tailored strategies to engage potential consumers across diverse formats and devices, particularly with the rise of Connected TV initiatives.
In summary, YouTube’s recent data reveals its dominance as the preferred viewing platform in Saudi Arabia and the UAE, particularly on Connected TV. The platform not only fosters a strong connection between viewers and creators, but also significantly influences purchase decisions. With innovative advertising options such as partnership ads, YouTube provides advertisers with effective means to engage with their target demographics authentically. The findings underscore an evolving landscape that prioritizes viewer experience and brand discovery, marking YouTube as a crucial player in the regional digital advertising arena.
Original Source: www.zawya.com
