YouGov: UAE Residents Are Spending Fewer Hours Watching TV
A new report by YouGov reveals changes in the media consumption habits of UAE residents in the last couple of years.
The latest data from YouGov’s media report titled ‘The 2024 Media Morph’ revealed that TV viewing seems to have declined among UAE residents. A higher proportion of UAE residents spent less than 10 hours per week on live TV viewership in 2023 compared to two years ago (54% in 2021 to 70% in 2023). On the other hand, watching TV via a video-on-demand streaming service saw a slight increase from 84% in 2022 to 86% in 2023.
Leveraging its audience segmentation tool, YouGov Profiles, this report explores shifts in the media habits of UAE residents over the last few years and details the adoption of online media.
All platforms have experienced increased usage in the last two years, but Amazon Prime and YouTube have had the largest uplift (of +10 and + 9 respectively) between the two time periods.
Among the different age groups, Gen Z is the most likely to use on-demand catch-up services. They are also more likely than others to say that live TV is a thing of the past (44% Gen Z vs 38% Gen Pop).
YouTube continues to dominate Gen Z's top choice for on-demand TV and has grown the most in the last 2 years followed by Amazon Prime and Disney+.
A glance at their listening behavior shows that 36% of UAE residents are streaming music for 6 or more hours weekly. YouTube Music & Spotify are the most popular streaming services used and witnessed the highest growth in the last two years.
Again, we see that Gen Z streams more music, with 27% listening for 11+ hours weekly, compared to 20% of the general population.
Although Spotify is the most popular platform among them, Google Podcast has witnessed a growth of 5% among the GenZ cohort.
To download the full report, click here.
Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the UAE is representative of the national population (18 years or older) and weighted by gender, age, region, and monthly household income. For this report, data was collected in December 2023, using a minimum base size of N=300.
