In the ongoing quest to follow consumer eyeballs, brand attention is turning towards digital video. Over the last year, video consumption has soared rapidly, rising by 56 per cent in Saudi Arabia alone. Across the MENA region, video engagement is seeing especially strong growth among coveted millennial audiences; now at three hours daily, ahead of gaming and messaging apps.
Part of the sudden viewing spike is due to Covid-19 – giving rise to the stay-at-home economy and increased screen time – but it also has much to do with the lure of varied online video; probably the best example being YouTube. Thanks to its hugely diverse scope, the platform is a one-stop-shop for everything fro
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