More Saudis watch short online videos than traditional TV, with more than 85 percent of Saudis viewing videos lasting less than 10 minutes at least once a day, according to a new Snapchat-commissioned study.
The survey of 869 Saudis found that mobile devices are beginning to outpace traditional TV sets in the Kingdom. 80 percent of Saudis view premium short-form videos (professionally produced short video content) daily, while just 70 per cent of Saudi nationals say they watch traditional TV every day.
“Of those surveyed, 93% believe mobile video helps them discover new and unique content and teaches them something new, while 91% agree it stimulates their mind, puts them in a positive mood, and gives them a chance to take a break from their daily lives,” the survey found.
Snapchat commissioned the National Research Group, an independent market research company, to conduct the representative study.
Saudi Arabia uses Snapchat at significantly higher numbers than elsewhere around the world. There are 12 million daily Snapchat users in the GCC, including 9 million in Saudi Arabia and 1 million in the UAE. According to OZY, residents of Riyadh and Jeddah “used the camera, on average, 40 times a day while spending 35 minutes a day surfing snaps, according to local reports, compared with Snapchat’s global average of 25 times a day and half an hour.”
Andy Pang, Head of International Marketing Science at Snap, said: “Saudi Arabians are some of the most avid short-form video consumers in the world. With one of the highest levels of mobile internet penetration in the world, and one of the highest social messaging and media usage rates in the Middle East, Saudi Arabia is poised for a mobile-optimized, short-form expansion that may even eclipse more established markets.”