YouTube has emerged as the preferred platform for viewers in Saudi Arabia and the UAE, revealing over 12 million users engaging through Connected TV. The platform’s strong influence on consumer behavior has been highlighted, with YouTube impacting purchasing decisions and facilitating brand discovery. Comments from Tarek Amin emphasize YouTube’s adaptability and commitment to fostering viewer engagement. Additionally, partnership ads were introduced to enhance authenticity in brand collaborations.
In a recent presentation at YouTube’s Brandcast event, significant insights were revealed regarding viewer preferences in Saudi Arabia, the United Arab Emirates (UAE), and Qatar. Notably, YouTube has emerged as the most favored platform among viewers in these regions. A trend has been observed, with an increasing number of users engaging with YouTube on Connected TV (CTV), a movement that highlights the platform’s reach and influence in the local digital landscape. The data disclosed indicates that over 12 million individuals in Saudi Arabia, approximately 2.5 million in the UAE, and about 600,000 in Qatar over the age of 18 viewed YouTube via CTV in May 2024. This illustrates YouTube’s vast penetration, encompassing 20 million viewers in Saudi Arabia, 7.5 million in the UAE, and over 1.7 million in Qatar aged 25 to 54. The research also underscores YouTube’s pivotal role in consumer behavior. According to a survey conducted by Kantar, when individuals were asked to choose only one platform for the year, the overwhelming preference in both Saudi Arabia and the UAE was for YouTube, which transcended age demographics, including Generation Z. Furthermore, an impressive 85% of viewers in Saudi Arabia expressed a strong connection with YouTube creators, compared to 78% for alternative platforms. In addition, over 60% of viewers in the UAE reported enjoyment in watching YouTube content with family and friends. The Kantar study illuminates YouTube’s substantial impact on purchase decisions, with 86% of Saudi viewers and 87% of UAE viewers acknowledging its influence in their buying choices. Moreover, a high percentage of viewers in the UAE (87%) and Gen Z (79%) reported that YouTube advertisements facilitate brand and product discovery more effectively than other media channels. Tarek Amin, YouTube’s Director for MENA and Regional Director for EMEA Emerging Markets, commented on these insights by stating, “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.” One of the event’s highlights was the introduction of partnership ads in beta, designed to enhance collaborative opportunities between brands and content creators. This innovative feature allows brands to integrate creator content with their Google Ads on YouTube, leveraging audience insights for improved marketing outcomes. New ad formats, including co-branded options in DemandGen campaigns, are now available, allowing both the brand’s and creator’s logos to be displayed together. YouTube Brandcast exemplifies the evolving landscape of streaming services while emphasizing its commitment to impactful content and forward-thinking advertising techniques. In May 2024, YouTube achieved viewer numbers exceeding 20 million in Saudi Arabia and 7.5 million in the UAE, with users dedicating upwards of 60 and 85 minutes daily on the platform, respectively.
The article highlights recent findings presented by YouTube regarding viewer behavior and preferences in Saudi Arabia, the UAE, and Qatar. The brand has identified YouTube as the preferred platform for digital engagement in these regions, particularly in the context of viewing on Connected TVs. The insights provided are crucial for advertisers aiming to tap into this active and loyal audience, showcasing the effectiveness of YouTube in influencing viewer behavior and guiding purchasing decisions. The event offers both a platform for revealing significant analytics and an opportunity for YouTube to underscore its role in the advertising landscape.
In conclusion, YouTube has established itself as the premier platform for viewers in Saudi Arabia, the UAE, and Qatar, particularly with its growing presence on Connected TVs. The platform boasts deep viewer engagement, a strong connection with creators, and plays an influential role in shaping consumer behavior. The introduction of partnership ads also signifies an initiative to enhance brand-creator collaborations, further reinforcing YouTube as an essential tool for advertisers seeking to connect with their audiences more effectively.
Original Source: www.zawya.com
