In a new 13-country study by Ampere Analysis, Saudi Arabian Internet users top the list for accessing TV and video content online. They are also setting the pace for viewing that content on their smartphones and tablets. 87% of viewers in Saudi Arabia watch online video content on their smartphones versus a survey average of 58%. The number of Saudis viewing video via their tablet is also high at 60% compared to the survey average of 43%.
The facts: SVoD in Saudi Arabia
1. 87% of Saudi Internet users view online video via their smartphone, compared to a survey average of 58%. Six in 10 (59%) watch videos this way every day.
2. Tablet ownership is high in Saudi Arabia and, at 60%, Saudi Arabians are the most likely to watch online video on a tablet versus an all countries average of 43%. Three in 10 do so daily.
3. Social video is key in Saudi Arabia. YouTube tops the list of video services viewed in the past month, having been watched by 81% of Saudis versus an all countries average of 66%. The number of Saudi Arabians watching videos on Facebook is also high at 53% versus an average of 32%.
4. Saudis are almost three times more likely to view video on Snapchat versus the survey average (29% versus 10%). They are twice as likely to use Instagram for video (37% versus 16%).
5. Bucking the global trend, Internet households in Saudi Arabia are more likely to have SVoD (48%) than Pay TV (38%). Yet despite the obvious appetite for online video, Netflix and Amazon have yet to make much of an impact, with social media platforms and local players such as MBC’s Shahid important to consumers.
6. Saudi Arabians are less than half as likely to have watched Netflix than viewers in other countries. It’s the same picture for Amazon Prime, which has only recently launched in the country.
7. Consumption of online video in Saudi Arabia is steady throughout the day in comparison with global viewing trends. Saudis are more likely than average to view video content on smartphones and tablets from the moment they wake up until they turn off at night.
Richard Broughton, research director at Ampere Analysis, said: “Saudis came top in our research for using a range of connected devices – from smartphones and tablets to smart TVs and games consoles – and they are certainly using them to enjoy TV and video content. Almost six in 10 (59%) of Saudi Arabian Internet users view online video on their smartphone every day, significantly higher than the survey average of 25%. And social video services feature high on the agenda as well, reflecting the strong millennial contingent in the country, and the significance of mobile broadband infrastructure. This leading-edge video consumption hints of what is to come in many other markets.”