The younger generation in the UAE is likely to prefer digital media in 2022 but most of them prefer paid subscription, according to a new report by the YouGov.
The new report Global Media Outlook Report 2022” explores how consumption of media has changed globally in the past 12 months and identifies which media behaviors consumers are planning to stick with in the future.
Among the projected increases, the report mentions that social media will have 52% increase, websites and non-live TV (38%), music streaming (36%) and podcasts (30%) have not quite reached the same penetration levels and stay below these media types.
In the UAE, an increase in video streaming consumption in the next 12 months is expected to persist at a steady level across age groups, except for those aged 45+, where only a third (33%) anticipate an increase in consumption. For live and non-live TV as well, barring the older generation (aged 45+), the projected increase in consumption is comparable across age groups. With respect to audio industry, the report mentions that consumption of music streaming will increase in the coming months. However, when it comes to podcasts, the anticipated increase is expected to be higher among consumers between ages 25 and 44, as compared to others. The same is true about radio consumption, where comparatively a higher consumption is expected within this cohort, the YouGov said.
Demand for VOD is the highest among consumers between 25-34 as compared to the other age groups, with over a third (36%) in this group currently paying for, and likely to continue their subscriptions next year. Additionally, one in five (20%) who do not currently pay, said they might consider paying next year, representing a clear opportunity for growth within this cohort.
Sector Head of Media at YouGov Jules Newby said, “Our report takes deep dives into the Watch, Listen, Read and Social channels of media consumption. As consumer media consumption patterns continue to evolve and adapt to the pandemic-caused disruption across different regions, our data sheds light on growth opportunities for media planners and brand marketers alike, whilst also revealing which digital trends are likely to stick around in the future, and which global markets and demographics are encouraging this stickiness.