YouTube has revealed compelling insights about viewer behavior in Saudi Arabia, the UAE, and Qatar, emphasizing a shift toward Connected TV consumption. The platform remains the top choice among viewers, with significant influence on purchasing decisions and a strong connection between creators and audiences. Innovations like partnership ads showcase YouTube’s commitment to enhancing advertising opportunities for brands.
YouTube recently revealed key insights regarding viewer engagement in Saudi Arabia, the United Arab Emirates (UAE), and Qatar during its prominent event, YouTube Brandcast. The data illustrates a noteworthy trend towards an increased consumption of YouTube through Connected TV (CTV). This trend underscores the platform’s considerable audience reach and highlights valuable advertising opportunities across various formats from Shorts to long-form content. In May 2024, over 12 million individuals in Saudi Arabia, 2.5 million in the UAE, and approximately 600,000 in Qatar viewed YouTube on CTV, representing significant segments of the adult population in these regions. The platform’s research, conducted in partnership with Kantar, unveiled that viewers in both Saudi Arabia and the UAE overwhelmingly selected YouTube as their preferred platform if limited to only one for an entire year; this preference spanned across all age demographics, including Gen Z. Additionally, YouTube fosters a strong connection between creators and viewers, with 85% of Saudi respondents expressing a profound connection to creators, in contrast to 78% on competing platforms. Moreover, over 60% of UAE viewers reported enjoying the experience of watching YouTube content with family and friends, highlighting the platform’s role in communal viewing experiences. Regarding consumer behavior, 86% of viewers in Saudi Arabia and 87% in the UAE affirmed that YouTube significantly influences their purchasing decisions. Furthermore, 87% of UAE viewers and nearly 80% of Gen Z viewers in both nations indicated that YouTube advertising effectively introduces them to new brands and products far better than other platforms. During the Brandcast event, 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.” This encapsulates YouTube’s strategy of adapting to viewer preferences and behavior, particularly with the growing CTV engagement. YouTube announced the onset of partnership ads, providing brands with innovative ways to connect authentically with their audiences. This beta feature allows brands to leverage creator content through their Google Ads on YouTube, thereby facilitating audience data segmentation based on viewership of creators’ videos. Advertisers can also access new ad formats, including co-branded formats for DemandGen campaigns. YouTube Brandcast continues to underscore the evolving landscape of streaming media while reaffirming its commitment to providing engaging content and innovative advertising methodologies.
In the context of increasing digital consumption trends, YouTube has identified unique viewing patterns among its users in the Middle East. The platform’s recent findings reveal that there is a surge in CTV usage among audiences in Saudi Arabia, the UAE, and Qatar, which has significant implications for advertisers looking to reach engaged viewers. As more people opt to consume video content on larger screens, it provides an opportunity for brands to connect with their target demographics through tailored advertising strategies.
In conclusion, the recent YouTube Brandcast event has brought to light critical insights regarding viewer preferences and engagement in Saudi Arabia, the UAE, and Qatar. The robust connection between YouTube creators and audiences, coupled with YouTube’s influential role in shaping consumer behavior, presents brands with significant opportunities to leverage this platform for effective advertising. With innovations such as partnership ads, YouTube is well-positioned to enhance the advertising landscape while continuing to evolve with its viewers’ preferences.
Original Source: www.zawya.com
