Fieldwork was carried out by Ipsos MORI in 3 key Middle Eastern and North African markets: Egypt, Saudi Arabia and the UAE, building on previous studies commissioned by AP: 'White Smoke', published in April 2013 and 'Lift Off', published in November 2013, which focused on the European and Asian video news markets respectively.
These reports set out to understand the role that video plays in the changing news landscape, looking at consumer demand for video news content and the implications for broadcasters and online publishers.
‘Spring Tide’ explores a region where 57 percent of people access news every day and have an average daily consumption of 72 minutes.
‘Spring Tide’ explores a region where 57 percent of people access news every day and have an average daily consumption of 72 minutes; a level of engagement which puts them among the most avid consumers of news content in the world, even more so than their counterparts in the UK, Germany and Japan. As a result, the Middle Eastern news market is flourishing and opportunities for news providers are rife.
Matthew Guest, Head of Digital Strategy, Deloitte Europe, discusses the Middle East and North Africa study into video news consumption.
Our study showed that the region’s news consumers are characterised by a sophisticated and discerning approach to choosing and accessing news content. Fundamentally, audiences want more – more variety and breadth, more multimedia features, more analysis. For news organisations serving the market, although presenting a clear challenge, this should also be very encouraging.