How technology changed tv viewership in ramadan mena 2012

Study to understand TV content consumption in Ramadan

LiquidThread conducted a study to understand if and how technology has changed TV viewing habits in Ramadan

Arabic series are highly popular & viewership peaks

particularly during the month of Ramadan

“There are too many TV series during Ramadan and I have too little time”

‘Catch-up’ viewing of Arabic series is massive during Ramadan with the internet being the most popular medium

77%

39%

Watch them live on the TV

Watch them later

Among those watching Arabic series in KSA

4%

Watch on DVRs

35%Watch online

79%

48%

Watch them live on the TV

Watch them later

Among those watching Arabic series in UAE

7%

41%

Watch on DVRs

Watch online

*Source: BC-LT online study (UAE+KSA)

People swap seamlessly between screens to watch the same series and catch up on missed episodes

FERKAT NAJI

ATALLAH

AL MASAKAIL

WI FI OMAR KHAWATER SHAB

TAREQ & HAYONA

KANNAT AL SHAM

RELIGION SIKTOM BIKTOM

BANAT AL JAMIHA

OMAR SANEH

AL KHAWAJA

ABDEL KADER

32 30 26 2420 19 17 16 14

10 10 10

1716

18

1011 10 10

7 910

4 5

TV Internet

% watching on ____Among all respondentsBase: KSA & UAE (SS 557)

The supply of high quality content and good user experience on YouTube and Shahid helped change overall viewing habits and create a high level of acceptance for online viewing

AMONG THOSE WATCHING ARABIC SERIES ON THE INTERNET…% Share of Websites Base: KSA (SS 290), UAE (266)

28%

24%20%

13%

9%6%

YouTube

YouTube-Ramadan

Shahid.net

OSN Play

Istikana,net

Others

38%

23%

24%

9%6%

YouTube

YouTube-Ramadan

Shahid.net

OSN Play

Istikana,net

KSA UAE

Base: Those using the DVR facility in UAE & KSA (n=37)

AMONG THOSE ‘CATCHING UP’ ARABIC

SERIES THROUGH DVRs …

46%Skip Ads….

IF THE DVR FACILITY WAS AVAILABLE

(to current non-users of DVRs)

54%MIGHT Skip Ads…. While watching Arabic series

Base: Those not having DVR facility at home in KSA & UAE (n=521)

DVR penetration is still limited, but ad-skipping behavior is very high among those using it to catch-up with their favorite series

Source: Projections based on LT-BC online research 2012 in UAE & Other sources for GCC

% households having access to DVR facility

2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020

1520

25 3036

4048

57

68

81

95

5 78 10 12

20 2428

34

40

50

UAE GCC

DVR access is on the rise and expected to triple in the next 10 years. The UAE leads the region in growth and penetration

How can marketers develop content for IP TV to minimize effect of ad skipping on DVRs?

What copy models will work for people who watch the series online?

How do marketers create a unique content and user experience as viewers swap between screens to watch their favorite series?

Catch-up Viewers are a New Audience