YouTube has emerged as the top platform for product reviews and information among Gen Z viewers in Saudi Arabia and the UAE, with 88% of those surveyed saying the platform helps them research products and make decisions, according to a new Kantar survey.
The survey, released at YouTube’s Brandcast advertiser event in Dubai on Thursday, found that 79% of respondents aged 18 to 27 preferred watching content from their favourite creators over studio-produced shows or movies.
The findings highlight the growing role of digital creators in shaping viewing habits and consumer choices across the Middle East and North Africa (MENA) region.
The survey also found that 66% of respondents in Saudi Arabia and the UAE preferred watching videos to reading text or listening to audio when researching a potential travel destination.
YouTube said its creators were driving audience engagement across formats, from short-form videos on mobile phones to long-form programmes and podcasts watched on connected televisions.
According to the survey, 91% of respondents agreed that YouTube allowed them to explore topics they cared about in greater depth. The same proportion of Gen Z respondents said the platform gave them access to content they could strongly relate to.
At the Brandcast event, YouTube also introduced a showcase of exclusive programmes by regional creators for the first time, presenting upcoming shows to brands and advertising agencies.
The programmes include Chef & Fesh, a Ramadan cooking series featuring creator AbuRob, whose channel has more than 17 million subscribers. The show follows a professional chef and her husband as they attempt to recreate dishes without recipes before iftar.
Another programme, Jahzen wela lesa? (Ready or Not?), hosted by family and lifestyle creator Azza Zarour, will feature expecting parents and friends taking part in parenting challenges. Zarour’s channel has 11 million subscribers.
Gaming and lifestyle creator sh5baar, who has 10 million subscribers, will host a long-form travel series exploring unusual accommodation around the world, alongside local food, culture and neighbourhoods.
Javid Aslanov, head of YouTube MENA, said viewers used the platform to learn, find entertainment and seek recommendations about products.
He said creators built relationships with audiences through different formats, from short videos on mobile devices to full-length series watched with family on television screens.
YouTube said its range of formats and viewing environments offered advertisers opportunities to reach audiences at different stages of their viewing and research journeys.
