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