Viewer behaviour across the UAE, Saudi Arabia and Qatar is witnessing a significant shift as highly engaged audiences are now watching YouTube on Connected TV (CTV), according to data that the platform revealed during its flagship advertiser event called YouTube Brandcast.

Viewership of YouTube on Connected TV grew in May 2024, reaching more than 2.5 million people in the UAE, more than 12 million people in Saudi Arabia, and more than 600,000 people in Qatar – all over the age of 18.

This represents a substantial portion of YouTube’s reach in these countries where YouTube reaches 20 million over the age of 18 in the UAE; 7.5 million people over the age of 18 in the UAE; and more than 1.7 million people aged between 25 and 54 in Qatar.

Sharing his insights in an exclusive conversation with Campaign Middle East, Tarek Amin, Director of YouTube MENA and Regional Director of EMEA Emerging Markets, said, “For the longest time, TV was the undisputed king of video entertainment. Then the mobile  streaming revolution came, and with it, the ability for anyone, everywhere to have a video camera the size of their pockets at hand, democratizing content creation. Now, we’re on the cusp of another major transformation, one that sees user generated content cast to the largest screen in homes everywhere – and YouTube is at the epicentre of this shift.”

“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,” Amin added.

Supporting exploration and influencing purchase decisions

A recent Kantar study was also presented during the Brandcast event, emphasising YouTube‘s influence on consumer behaviour and the opportunity for brands to connect with new audiences:

• Purchase Power: 87 per cent of viewers in the UAE and 86 per cent in Saudi Arabia agreed that YouTube played a key role in their purchase decisions, surpassing the competitive average.
• Brand Discovery: 87 per cent of UAE viewers and 79 per cent of Gen Z viewers in both countries stated that YouTube advertising introduced them to new brands and products more effectively than other platforms.
• A Loyal Audience: When asked which single platform they would choose if limited to only one for an entire year, viewers in both the UAE and Saudi Arabia overwhelmingly selected YouTube. This preference held true across all age groups, including Gen Z.
• Shared Experiences: Over 60 per cent of viewers in the UAE indicated that they enjoy watching YouTube with family and friends, highlighting the platform’s role in fostering social connections.
• Strong Creator Connections: 85 per cent of viewers in Saudi Arabia reported feeling a strong connection with YouTube creators, more than other platforms (78 per cent).

Beta launch of YouTube brand partnership ads

During the Brandcast event, YouTube also launched the beta version of partnership ads, opening new opportunities for brands to connect with their audiences in an authentic way.

With partnership ads, brands can connect creator content to their Google Ads on YouTube, unlocking opportunities for better results.

For example, it’s now possible to create audience data segments based on the views on the creator’s video. Advertisers can also unlock new ad formats, such as a co-branded format on DemandGen campaigns where a brand’s logo appears alongside the creator’s channel logo.

Tarek Amin told Campaign Middle East that YouTube has also been investing in “designing a richer YouTube experience for the TV, with simpler interactions to accommodate the remote control, the ability for creators to organise their content in seasons and episodes, easier access to links in descriptions, co-watching tools that enhance the shared viewing experience, among other features.”

“This also presents a great opportunity for advertisers hoping to reach more audiences, particularly in light of a more immersive viewing experience that mobile devices simply can’t replicate,” Amin added.

YouTube creators leading an era of content and entertainment

Another key takeaway from the YouTube Brandcast event was how YouTube creators are producing exceptionally crafted content, and how viewers no longer distinguish between creator-led or studio-backed content.

Amin said, “Technologies such as 4K cameras and special effects software are becoming increasingly accessible and allowing creators to produce at new levels of sophistication. Creators are today’s studios, media moguls and entrepreneurs creating the type of content that consumers not only want – but also expect – to watch. They represent the new Hollywood.”

For example, home grown talent such as Reem Animations shed light on daily life through animated storytelling. In Saudi Arabia, Telfaz11 are transforming the country’s film industry, and in the UAE, Anas Bukhash, revived talk-show formats through compelling and honest conversations on AB Talks.

Combine this with Connected TV (CTV) only creates better avenues for advertisers to connect with their target demographics across multiple formats from Shorts to living room.

“The lines between scripted and non-scripted content are blurring, the same way that the lines between screens and formats are converging,” Amin concluded.