For decades, the path from awareness to purchase was viewed as a neat, predictable funnel. Today, that linear model is a relic. We are operating in a dynamic environment where consumer behavior is an overlapping, constant loop. Recent research from Boston Consulting Group (BCG) highlights the “4S behaviors,” which are consumers simultaneously Streaming, Scrolling, Searching, and Shopping. This complexity has put the logic of the funnel under pressure. Marketers who cling to it risk missing the crucial, non-linear touchpoints that truly influence modern purchasing decisions.
The opportunity to earn consumer influence is great, and video stands as the ultimate single format tool to achieve it. In the same report, BCG confirms that video is the #1 format for building influence, impacting the entire purchase journey, far beyond simple top-of-funnel awareness. For MENA marketers, the strategic pivot must be to where high-quality video is consumed across every screen and every format.
Understanding the modern, multi-format viewer
To succeed, we must first understand the new viewer psychology. Your audience is no longer passively watching; they are actively consuming, across short-form moments on the go and long-form, deep dives on Connected TV (CTV). This fluid, multi-format consumption is the standard.
For instance, we see that over half of users watch both Shorts and long-form videos within a single week. The sheer engagement is staggering: the average person watched over 100 minutes of YouTube per day in the UAE and over 65 minutes in KSA as of June 2025. Importantly, this audience is often unique; in the UAE, 54% of Shorts users don’t use Instagram Reels, and in KSA and the UAE, 32% of Shorts users don’t use TikTok.
The critical insight here is that this multi-format presence is about intention.
Trust: the ultimate currency of influence
In this fragmented environment, simple reach is not enough. The only currency that matters is influence, and it is built on human connection. We define this connection through Attention, Relevance, and Trust (ART).
The BCG study found that YouTube is 1.6X more likely to positively influence purchase decisions than social platforms. Why? Because consumers are turning to Creators who operate within the ART framework. Viewers actively choose this content, rating it highly for feeling like they are doing something quality with their time (Attention). Furthermore, 90 per cent of shoppers agree that Creators provide the best product information (Relevance). But the ultimate differentiator is (Trust).
This is built on the creative freedom that allows Creators to forge deep, authentic connections.
An Ipsos study found that users are 98 per cent more likely to trust a creator’s recommendation on YouTube versus others. Globally, 61 per cent of Gen Zers feel closer to creators they watch on YouTube than on other platforms.
Acknowledging this new reality requires brands to fundamentally rethink their strategy. While the influence opportunity is clear, we recognize that brands and agencies need robust, simple tools to execute. This is our commitment to actively close the gap between massive influence and easy execution.
Closing the execution gap
To support strategic brand growth, we launched YouTube’s Brand Deals in the region. These new incentive packages are designed to make creator partnerships smarter and more rewarding for both you and the talent you collaborate with.
In 2026, we’re launching the Creator Partnership Hub, a dedicated space for finding, vetting, and connecting with the right creators, and we’re expanding our flagship AI-powered solution, Partnership Ads, to DV360 later this year.
The future of marketing is defined by a constant cycle of influence; for MENA marketers, the moment has arrived to strategically pivot toward the authentic power of video.
By Anthony Nakache, Managing Director, Google MENA
