Digital Video Viewing on the Rise in the Middle East and North Africa - eMarketer
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Digital Video Viewing on the Rise in the Middle East and North Africa

Majority of digital video viewers are willing to pay for content

May 26, 2016 | Video

Internet users in the Middle East and North Africa have a strong appetite for digital video. According to research from Ipsos Connect, at least half of respondents in each country included in the survey said they watched movies digitally.

Types of Digital Content Accessed by Internet Users in Select Countries in the Middle East and North Africa, Dec 2015 (% of respondents)

In Qatar, internet users led the pack in terms of digital movie viewing. Three-quarters of respondents there had performed that activity in the 12 months leading up to its December 2015 polling. United Arab Emirates (UAE) came in second place (71%), followed by Egypt (68%).

For digital TV viewing, the UAE took the top spot. Nearly half (48%) of internet users there said they had watched TV programs digitally during the survey period. Lebanon and Qatar were not far behind, however, at 47% each.

According to Joud Nawar, senior research manager at Ipsos MENA, the market for digital video in the Middle East and Africa is likely to grow further this year.

“2016 is set to be a battleground in MENA for digital video platforms. Internet users there are showing interest in subscribing to online video services, and most users are willing to pay for content,” Nawar told eMarketer.

Types of Digital Video Content for Which Internet Users in Select Countries in the Middle East and North Africa Would Be Willing to Pay, Dec 2015 (% of respondents)

In fact, Ipsos’ research showed that the majority of digital video viewers in the region were prepared to pay for some type of digital video as of December 2015. Overall, respondents said they were most likely to pay for sports, documentaries or international programming. Interestingly, they were not as willing to pay for Arabic-language video content.

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