What you need to know about the UAE media landscape in 2024

New research puts the spotlight on Gen Z

In a dynamic analysis of the media landscape in the UAE, a deep dive into the evolving media consumption and engagement trends reveals intriguing shifts, especially among the younger demographic, notably Generation Z, according to a newly released YouGov survey.

Leveraging December 2023 data from YouGov’s audience intelligence platform, Profiles, the comprehensive report, ‘The 2024 Media Morph,’ delves into changes in media consumption in the Arab world’s second-largest economy, shedding light on the adoption of online media and the emerging trends among Gen Z.

The survey indicates that despite the digital revolution, trust in news organisations has witnessed a positive trajectory over the last year, underpinning the resilience of traditional media in the UAE.

Social media remains the top news source for more than half of the UAE (52%), although it has experienced a slight decline in the last two years. Newspaper apps have seen a slight increase.

Top sources of news

• Social network websites: 2023 (52%), 2021 (55%)
• TV: 2023 (38%), 2021 (42%)
• Newspaper website: 2023 (41%), 2021 (45%)
• News app: 2023 (30%), 2021 (27%)
• News organisations with a reputation for objectivity: 2023 (54%), 2021 (51%)

Online platforms have solidified their position as the primary sources of news across all age groups. Social media, in particular, remains the go-to destination for more than half of UAE residents, with a slight decline over the past two years, while newspaper apps have experienced a modest increase in usage.

55% of the UAE population prefers to read news content online rather than in printed newspapers.

The preference for digital news content is evident, with an overwhelming 88% of the general population in the Gulf country reading newspapers digitally in an average week—a growth of 2% from the previous year—signalling a growing reliance on online sources for information dissemination.

Internet usage continues to soar, with over seven in 10 UAE residents spending more than five hours per week online. The internet has emerged as the primary source of information for most of the population, with 69% acknowledging its importance.

Online activities:

• Messaging (WhatsApp, Botim, etc.): 54%
• Accessing social networking websites: 51%
• Accessing news and sports websites: 38%
• Downloading games, movies, TV shows, videos, media, etc.: 35%
• Streaming games, movies, TV shows, videos, media, etc.: 33%

A total of 54% of the UAE population spend 6+ hours on social media in a week, under 24 spend the most time on social media, spending 21% of the time over 21 hours weekly.

A staggering percentage of the UAE population, particularly the younger demographic, allocates substantial time to social media to access entertainment and news content, with Facebook maintaining its stronghold at 65%. At the same time, platforms like TikTok and Instagram have experienced significant growth in the last two years.

Facebook is popular with users over 25, while YouTube is more popular with those under 25.

The popularity of messaging apps remains robust, with more than half (54%) of the UAE population using messaging apps/services. WhatsApp has emerged as the most used platform among UAE residents.

Top messaging apps:

• WhatsApp: 87%
• Facebook Messenger: 64%
• Telegram: 29%

Despite a slight decline in the last two years, radio listenership remains prevalent, with the majority tuning in at least once a week, reflecting the enduring appeal of this traditional medium.

Radio listenership:

• 2023 (86%)
• 2021 (89%)

The streaming revolution continues unabated in the media consumption landscape, with a significant proportion of the UAE population embracing music streaming services, particularly among the younger cohort.

36% of people stream music for six or more hours weekly. Under 25-year-olds stream music for more extended hours (12% for 21 hours or more vs. 6% aged 35+).

YouTube Music & Spotify are the most popular streaming services and have witnessed the highest growth in the last two years.

Favourite music genres:

• Classical (46%)

• Pop (35%)

• Country music (28%)

Services used for music:

• YouTube Music: 2023 (51%), 2021 (46%)

• Spotify: 2023 (31%), 2021 (23%)

• Apple Music: 2023 (17%), 2021 (17%)

Podcasts have gained traction, especially among younger audiences, with Spotify and Google Podcasts emerging as the preferred consumption platform.

Services used for podcasts (General population):

• Google Podcast: 2023 (25%), 2022 (25%)
• Spotify: 2023 (33%), 2022 (31%)

Traditional TV viewership is transforming in the UAE, with a growing inclination towards on-demand services, spearheaded by platforms like YouTube, Netflix, and Amazon Prime.

In 2023, more UAE residents spent less than 10 hours per week watching live TV than two years ago.

Live TV viewers spending less than 10 hours per week:

• 2023 (70%)

• 2021 (54%)

While all video-on-demand platforms have experienced increased usage in the last two years, Amazon Prime and YouTube have had the most significant uplift. YouTube and Netflix remain the most popular.

In 2023, 85% of people watched TV via a video-on-demand streaming service, slightly higher than the previous year.

Generation Z has emerged as a key player in shaping the UAE media landscape, exhibiting distinctive preferences and behaviours. Despite their affinity for social media and digital platforms, Gen Z is willing to pay for online newspaper content, indicating a nuanced approach to news consumption.

42% of Gen Z are more willing to pay for online newspaper content than 38% of the general population. Social media remains the top news source for Gen Z (42%), but the use of news apps on mobile/tablet devices has seen a +5% uplift in the last two years.

Gen Z spends more time on social media than the general population; 41% spend 11+ hours a week by 2023 (vs 38% of the general population). YouTube is the top social network Gen Z uses, followed by Instagram. Facebook platform usage has declined significantly among Gen Z in the last two years.

A total of 28% of Gen Zs use YouTube to look at or watch fun/entertainment content, while

24% use YouTube to keep up to date with news. Additionally, 27% of Gen Z use Instagram to stay connected with friends.

Top reasons for Gen Z to use social networks:

YouTube:

• Looking at or watching fun/entertaining content (28%)

• Keeping up to date with news (24%)

• Sharing things found interesting or entertaining (15%)

Instagram:

• To stay connected with friends (27%)

• Keep up to date with the news (23%)

• Share opinions (17%)

Gen Z streams more music, with 27% listening for 11+ hours weekly, compared to 20% of the general population.

Top music genres for Gen Z:

• Classical (40%)

• Pop (30%)

• Rap/hip-hop (28%)

35% of Gen Z listen to podcasts for 6+ hours per week, compared to the 27% national representation in the UAE.

Google Podcast has registered a growth of 5% in the last year among Gen Z.

A total of 44% of Gen Z says that live TV is a thing of the past (vs 38% of the general population).

YouTube dominates Gen Z’s top choice for on-demand TV and has grown the most in the last two years, followed by Amazon Prime and Disney+.

Understanding the trends, particularly among younger demographics like Gen Z, is essential for media organisations and advertisers seeking to successfully navigate this dynamic landscape.

As the UAE media landscape evolves, fuelled by technological advancements and changing consumer preferences, stakeholders must adapt and innovate to stay relevant in an increasingly digital-centric environment, the YouGov research concluded.

Featured image: Media consumption is evolving in the UAE. Credit: Arnold Pinto

Last Updated on 10 months by Arnold Pinto