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Mideast & North Africa

Viewers in Saudi Arabia and UAE Choose YouTube as Their #1 Platform

14 Oct, 2024

[[read-time]] min read

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Team YouTube
A man wearing a black t-shirt and jeans standing on stage with a black background and a red rectangle and white play button (YouTube logo). On another screen the word fandom is written in white with a circle around it. The audience look at the stage

If you were given the choice to watch only one platform for a whole year, what would it be? This question was part of a survey conducted by Kantar in Saudi Arabia and the U.A.E and the results were quite a pleasant surprise.

At YouTube Brandcast, we unveiled new insights into how viewers in Saudi Arabia, the United Arab Emirates, and Qatar are engaging with YouTube. The data paints a compelling picture: YouTube is not just a platform people enjoy, it's the platform they choose above all others. And with the rise of Connected TV (CTV) viewing, we're reaching more people in the region across multiple formats, from Shorts on mobile to the silver screen in the living room, than ever before.

A Preferred Platform Across All Formats

A new study by Kantar revealed some incredible findings:

  • A loyal audience: When asked which single platform they would choose if limited to only one for an entire year, viewers in both Saudi Arabia and the UAE overwhelmingly chose YouTube. This preference was consistent across all age groups, including Gen Z.
  • Deep connections with YouTube creators: 85% of viewers in Saudi Arabia reported feeling a strong connection with YouTube creators, exceeding other platforms (78%).
  • Shared experiences: Over 60% of viewers in the UAE said they enjoy watching YouTube with family and friends, emphasizing YouTube's ability to bring people together.

Driving Exploration and Purchase Decisions

The Kantar study also highlighted YouTube's significant influence on consumer behavior:

  • Purchase Power: 86% of viewers in Saudi Arabia and 87% in the UAE agreed that YouTube plays a key role in their purchase decisions, surpassing the competitive average.
  • Brand Discovery: 87% of UAE viewers and 79% of Gen Z viewers in both countries said that YouTube advertising introduces them to new brands and products more effectively than other platforms.

  • A woman in a blue blazer, black t-shirt and black jeans speaks on a stage with a blackbackground and a YouTube logo in the back. On the left there is a picture of a mobile phone screen with highlights from the Olympics. An audience looks towards the speaker
  • A group of people look towards a stage. There is a digital banner on the top left that says "Brandcast" with the YouTube logo next to it.
  • The back of a someone's head with a high messy bun and dark brown hair holding a mobile phone recording a video of a person on stage with the YouTube logo behind them

YouTube on the Big Screen

We're seeing a massive shift towards YouTube on CTVs. In May 2024, we reached:

  • Over 12 million people aged 18+ in Saudi Arabia on CTV.
  • Over 2.5 million people aged 18+ in the UAE on CTV.
  • 600,000 people aged 18+ in Qatar on CTV.

This reaffirms YouTube’s unique multiformat and multiscreen offering - highlighting how YouTube is becoming a central entertainment and information hub across the MENA.

Connecting Brands and Creators

We're also excited to announce the beta launch of partnership ads, a new way for brands to authentically connect with audiences through creator collaborations. Partnership ads allow brands to link creator content to their Google Ads on YouTube, enabling them to:

  • Build audience segments based on views of a creator's video.
  • Unlock new ad formats, such as co-branded DemandGen campaigns featuring both the brand's and creator's logos.

YouTube: The Future of Entertainment in MENA

These insights underscore YouTube's unique multiformat and multichannel position in the evolving media landscape. We're committed to providing viewers with engaging content and innovative advertising solutions that connect brands with their audiences in meaningful ways and can’t wait to see what our community does next!

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