1. Video, YouTube, & Social Media
2014
@IpsosMENA
Gareth Deree– MediaCT – MENA Director

2. @IpsosMENA

3. 20 million interviews per
year
5,000 clients
worldwide
Ranked 3rd largest Market Research
firm in the world
Publicly traded on Paris Stock
Exchange
1600+ full-time professionals
Direct presence in 85 countries
IPSOS TODAY

4. More than 1 million
interviews per year
800 clients in
MENA
Leading research agency in MENA
950+ full-time employees, 1,500+
freelance interviewers
Covering more than 20 MENA countries
IPSOS MENA TODAY
More than 25 years of experience
in the MENA market

5. IPSOS MediaCT – OVERVIEW
5
Evolution of media
Evolution of Ipsos Services
26 Years of media research leadership in MENA

6. SO WHAT IS THE MEDIA SCENE IN MENA?
INTERNET CONNECTIVITY IS GROWING!

7. Internet in
GCC
(Key Markets)

8. INTERNET IN KSA
KSA
82% Internet Penetration
12.3 Million Internet Population
84% Internet Penetration
12.8 Million Internet Population
60% Internet Penetration
8.5 Million Internet Population

9. INTERNET IN UAE
92% Internet Penetration
6.1 Million Internet Population
94% Internet Penetration
6.2 Million Internet Population
75% Internet Penetration
5 Million Internet Population
UAE

10. INTERNET IN KUWAIT
75% Internet Penetration
2.1 Million Internet Population
89% Internet Penetration
2.4 Million Internet Population
64% Internet Penetration
1.7 Million Internet Population
UAEKuwait

11. For majority of families in the
region entertainment is usually
an “indoor” activity

12. There is always a
“Family” time

13. But there is also
“Friends” time

14. 80%
31%
4%
DEVICES USED WHILE WATCHING TV – UAE - 2014
Base: Among Internet users

15. 77%
31%
13%
DEVICES USED WHILE WATCHING TV – KSA - 2014
Base: Among Internet users

16. 74%
33%
19%
DEVICES USED WHILE WATCHING TV – KUWAIT - 2014
Base: Among Internet users

18. SMARTPHONES PENETRATION ACROSS TOTAL POPULATION*
*Not considering multiple devises
KSA UAE Kuwait
63% 61% 49%
79% 72% 69%
79% 91% 86%

19. *Not considering multiple devises
KSA UAE Kuwait
71% 77% 84%
84% 83% 90%
87% 96% 96%
MOBILE INTERNET ACCESS ACROSS SMARTPHONE OWNERS*

20. But what are they doing
on their “Smart” devices

21. SMART DEVICE NOT SMART PHONE
00 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23
Time Spent By App Broken Down By Day Part
WhatsApp YouTube Facebook
Voice Calls Messaging (Text/SMS) Candy Crush Saga
Skype Twitter
Timespent(s)
24 Hour Day Part

24. 20%
17%
16%
15%
Music Entertainment People Content
Removed
because of copy
right issues
MUSIC IS THE TOP VIDEOS WATCHED BY PANELISTS ON YOUTUBE

25. 63%
58%
54% 52%
Entertainment People Music Content
Removed
because of copy
right issues
WHILE MUSIC HAS THE HIGHEST NUMBER OF VIDEOS,
ENTERTAINMENT HAS THE HIGEST REACH!

26. MEN DOMINATE ON TRAVEL VIDEOS WHILE WOMEN ON HOW-
TO NON-PROFIT
MALES FEMALES

27. 35+ OVER INDEX ON TRAVEL VIDEOS, 15-24 YEARS OLDS ON
SPORTS
15-24+ YO 35+ YO

28. LOCALS PARTICULARLY ENGAGE WITH NEWS AND SPORTS
WHICH ASIANS ENGAGE ON SHOWS.
Locals Asians

30. We all know that Social is
growing, but what should
we watch out?

31. We have new players!
SnapChatInstagram

32. 69% 71%
23%
37%
3%
12%
89%
82%
WHICH APPS FOR SOCIAL PACKS? TRENDS OVER 2014
% of panelists that used the application at least once during each month

33. 46%
24%
57%
Arab Asian Emirati
13%
6%
26%
Arab Asian Emirati
BUT IT’S NOT ONE SIZE FITS ALL
% of panelists that used the application at least once during December 2014

34. Thank You For Your
Trust !
Don’t Forget!
FOLLOW US :
@IpsosMENA
Check our Reports on:
slideshare.net/IpsosMENA

35. 51%
23%
11%
22%
48%
21% 19%
17%
44%
18%
25%
13%
40%
16%
25%
8%
MBC 1 MBC 4 AL ARABIYA MBC 2
15-24 YRS 25-34 YRS 35-44 YRS 45+ YRS
TV CHANNELS REACH FEB 2014 – TOTAL POPULATION - KSA

36. 9%
14% 15% 11%14% 12% 11% 9%13%
11% 9% 11%13%
8% 9%
12%
ZEE TV MBC 2 MBC 1 AL JAZEERA
15-24 YRS 25-34 YRS 35-44 YRS 45+ YRS
TV CHANNELS REACH FEB 2014 – TOTAL POPULATION - UAE