Evolution Of Video Consumption In Saudi Arabia: Where Are The Viewers Watching Your Content
A recent study conducted by Dentsu, in partnership with Snapchat and Kantar, has shed light on the changing patterns of video consumption in the Kingdom of Saudi Arabia, particularly focusing on the differential impacts of small (mobile) and big (TV) screens on viewer behavior.
This research, which surveyed over 1,000 Snapchat users between the ages of 13 and 49, was presented at Majlis Snap for Creators in Riyadh, offering groundbreaking insights into the evolving landscape of advertising and media planning.
In Saudi Arabia, the trend leans towards mobile devices as the preferred medium for video consumption, with 62% of consumers engaging with video content on their mobile devices daily. In contrast, television viewing sits at 48%, indicating a significant shift towards smaller screens.
This shift underscores the importance of a dual-screen strategy for marketers, recognizing that while TV remains relevant, mobile platforms offer unique opportunities for engagement, particularly for purposes of staying connected and discovering new content.
Moreover, the study highlights the social nature of video consumption on small screens, with 66% of respondents watching video content through social apps daily. This is compared to 41% who use streaming services, showcasing the critical role of platforms like Snapchat in reaching and engaging audiences.
The research indicates that small screens capture more undivided attention, especially among Gen Z users, with 68% reporting they give their full attention to content viewed on mobile devices.
The findings also reveal the enhanced effectiveness of advertising across both small and big screens. When consumers are exposed to ads on both types of screens, there is a notable increase in brand metric growth across full-funnel Key Performance Indicators (KPIs), as opposed to relying solely on traditional big screen (TV) advertising.
Specifically, exposure to both screen types resulted in a +6% increase in brand favorability and a +7% rise in purchase intent, demonstrating the potent combination of small and big screen advertising in influencing consumer behavior.
Engagement with both big screen and Snapchat advertising was found to be particularly memorable and impactful among Gen Z consumers in the Kingdom, leading to a +6% lift in Aided Brand Awareness compared to big screen only campaigns.
This suggests that incorporating Snapchat into the advertising mix can significantly enhance campaign performance, especially in terms of brand favorability and purchase intent among the platform's active user base.
Strategic Implications for Marketers
This evolving video landscape necessitates a strategic rethink for marketers aiming to optimize their advertising efforts for maximum reach and effectiveness. The research emphasizes the need for advertisers to diversify their strategies by incorporating both mobile and TV screens into their campaigns.
Particularly in Saudi Arabia, the growing dominance of mobile viewing presents a valuable opportunity for brands to connect with their audience through targeted, engaging content on platforms like Snapchat, alongside traditional TV advertising.
By adopting a dual-screen advertising approach, brands can amplify the impact of their big screen ads, driving stronger full-funnel growth and leaving a lasting impression on audiences, notably among the Gen Z demographic. The inclusion of Snapchat in the media mix not only complements big screen advertising but also significantly improves overall campaign outcomes, making it a critical component for marketers looking to capitalize on the shifting dynamics of video consumption in Saudi Arabia.
By understanding and leveraging the unique advantages of both small and big screens, brands can achieve more effective and impactful advertising campaigns, reaching audiences across multiple platforms with compelling, attention-grabbing content.
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