Saudis spend twice as much time watching mobile video as TV, study shows

Saudis currently spend 4 hours and 5 minutes on their mobile phones for entertainment on average, compared to 1 hour and 58 minutes spent watching TV per day, a new report by Snapchat owner Snap says.

The study reveals demand for TV-quality mobile content is growing faster than ever thanks to soaring consumer demand for high production values and quality storytelling, shot in vertical display.

Premium mobile video, once seen as an ‘extra’, now creates TV-like moments with 90 per cent of consumers saying a full-length TV or video series is too much of a time commitment for their busy lives.

With mobile video viewership outpacing other platforms for a share of media time, long gone are the days where mobile video was seen as a time filler. According to the study, more than nine in 10 consumers turn to short-form content to get their news fix.

“We have seen a drastic shift in how people choose to communicate and consume media and mobile video has become at the forefront of storytelling,” said Hussein Freijeh, MENA regional director, Snap.

“From brand communications to entertainment, digitally native populations turn to mobile content to connect with their favourite brands and to stay abreast of what’s happening in the world around them.”

Discover, Snapchat’s content platform, was launched in MENA in 2017 as a place for users to watch professional storytellers. In 2018, Snap expanded its partnerships in MENA with a host of regional media publishers such as MBC Group, Rotana, Saudi Broadcasting Authority, Sayidaty, UTURN, and others, significantly expanding available local content.

“Platforms such as Snapchat enable us to extend our reach to Gen Z and millennial users, who represent the majority of Saudi Arabia’s population. We have seen immense success using Snapchat to broadcast short videos,” said Walid Karam, senior digital manager, Rotana.

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