YouTube: The Premier Viewing Platform in Saudi Arabia and the UAE

Recent insights from YouTube reveal that it is the preferred platform for viewers in Saudi Arabia, the UAE, and Qatar, particularly on Connected TV. The data indicates a growing audience engagement, with vast numbers indicating YouTube’s significant influence on purchasing decisions and brand discovery. Notably, the platform announced the beta launch of partnership ads to enhance brand-creator collaborations.

YouTube has emerged as the dominant platform for viewers in Saudi Arabia, the United Arab Emirates (UAE), and Qatar, according to recent insights presented at the YouTube Brandcast event. Notably, there is a significant increase in viewership on Connected TV (CTV), with over 12 million viewers in Saudi Arabia, 2.5 million in the UAE, and 600,000 in Qatar having accessed YouTube via CTV in May 2024. The platform is noted to reach a broader audience, with 20 million users in Saudi Arabia and 7.5 million in the UAE alone, specifically among those over the age of 18. The survey conducted by Kantar underscores YouTube’s status as the preferred platform among viewers in both Saudi Arabia and the UAE, with respondents across all age categories favoring YouTube as their exclusive platform of choice for a year, a sentiment particularly strong among Gen Z. Furthermore, 85% of viewers in Saudi Arabia expressed a strong connection with content creators on YouTube, surpassing the engagement seen on competing platforms. Social interactions are also evidenced, as over 60% of UAE respondents reported enjoying viewing YouTube content with friends and family. The platform plays a pivotal role in influencing consumer behavior, with an impressive 86% of Saudi viewers and 87% of UAE viewers affirming that YouTube significantly impacts their purchasing decisions. Additionally, it serves as a vital conduit for brand discovery, with high percentages of viewers in both regions acknowledging that YouTube advertising effectively introduces them to new products and brands. In commenting on these insights, Tarek Amin, Director of YouTube MENA and Regional Director of EMEA Emerging Markets, articulated the importance of Brandcast, noting, “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 announced the beta launch of partnership ads, facilitating brands to incorporate creator content into their advertisements on the platform for enhanced audience engagement. This feature allows for the segmentation of audience data based on creator video views, opening doors for new advertising formats in partnership campaigns, including co-branded opportunities. In conclusion, YouTube solidifies its position as the foremost platform among viewers in Saudi Arabia, the UAE, and Qatar, particularly via Connected TV. The insights presented reflect the platform’s capacity to foster strong viewer relationships, influence purchasing decisions, and provide innovative advertising solutions for brands looking to engage meaningfully with their target demographics.

The article discusses the recent findings disclosed by YouTube at their Brandcast event, highlighting viewer trends in Saudi Arabia, the UAE, and Qatar. The emphasis is on the surge of YouTube consumption via Connected TV, along with the platform’s engagement rates and its impact on advertising. The insights derived from a Kantar survey illustrate YouTube’s popularity and its crucial role in consumer decision-making processes, as well as the platform’s capacity for forging strong connections between creators and audiences.

In summary, YouTube’s position as the leading platform in Saudi Arabia, the UAE, and Qatar is firmly established, particularly through the increasing preference for Connected TV viewing. The platform’s ability to foster strong audience connections, drive purchasing influence, and facilitate innovative advertising strategies presents substantial opportunities for brands aiming to connect with consumers in these regions effectively.

Original Source: www.zawya.com