KSRelief launches number of projects in Somaliland    The National Day and the birth of KAUST!    Brazil reports 32,817 new coronavirus cases, 831 deaths    UNWTO maps sector recovery with new ‘Tourism Recovery Tracker'    Dubai Police fine woman for violating coronavirus precautionary measures    US slaps new Iran sanctions for 'human rights violations'    Wall Street Closing    King Hamad reiterates Bahrain's call for creation of Palestine in UN speech    South Korea to Resume Flights with Vietnam, Russia    KSrelief's mobile clinics continue providing medical services in Yemen    Gulf Air resumes direct flights to Amman    Emirates adds five routes, brings network to 92 cities    Oman to resume international and domestic flights from Oct. 1 Expatriates holding valid residency permits can return    Haram presidency gears up to receive pilgrims    Equal wages for women, men in UAE private sector comes into force Friday    Saudi flag emoji tweeted 27 million times since last September Twitter celebrates 90 years of Saudi Arabian heritage on #SaudiNationalDay    Poets and musicians get ready for a new open mic platform    The Kingdom's Airports Celebrate 90th National Day    Health Ministry: Adhering to Preventative Measures is Important    UK Minister for Middle East Congratulates Saudi Leadership on 90th National Day    Former Australia batsman Dean Jones dies aged 59    Worldwide Coronavirus Cases Cross 31.7 Million, Death Toll at 971,130    CSG Sixes Saudi National Day event set    Saudi Arabia Achieves Significant Progress in International Indicators of Business Environment and Competitiveness    Coronavirus-hit Al Hilal out of AFCCL on a technicality    Over 1,000 participants, 40 speakers in 11th GCC Neurology Meeting    National Day/ Saudi Arabia Marks 90th National Day with Massive Air Show    MDLBEAST celebrates Saudi National Day with exclusive soundtrack and musical journey    HyperX releases first Arabic layout keyboard for gaming    Riyadh Ranks the 5th Smart City among G20 Member States' Capitals, on IMD Indicator    Happy National Day 90    Roma given defeat by Serie A for using ineligible player    Bahrain Bourse Rises    50 riders to take part in National Day show jumping competition    AlUla Date Festival to Launch Next Month    Every work has its fruits, so choose wisely    Wydad appeal over CAF 2019 Champions' final dismissed by CAS    Saudi Youths Transfer Saudi Arabia's Culture via Animation Production    Saudi Scholarship Program to Promote Football Talents, abroad, Co-sign Accord with Spanish Real Sociedad    French Open to allow 11,500 fans per day between the three show courts    Saudi Films' Festival virtual Events Continued    Saudi Films' Festival Events Continue, amid Wide-Scale Cultural Participation    Mediation center contributes to 22% decrease in divorces    Saudi woman seeks to restrain wealthy hubby from remarrying    Eid Al-Adha Prayer Performed at the Grand Holy Mosque    Pilgrims Perform Dhuhr and Asr Prayers in Arafat Holy Site    Senior Scholars Council Issues Decision No. 246 Regarding Attendance of Friday Prayer and Prayers at Mosques in a Case of Spread of Epidemic or Fear of its Spread    Custodian of the Two Holy Mosques Addresses Citizens and Muslims on Eid Al-Fitr    







Thank you for reporting!
This image will be automatically disabled when it gets reported by several people.





86% of podcast listeners in KSA tune in to brand-funded podcasts: Study
Published in The Saudi Gazette on 10 - 08 - 2020

As podcast listenership continues to climb globally, markettiers MENA has released the full details of its first ever podcast report into the market in Saudi Arabia, which has revealed that 86% of podcast listeners tune in to brand-funded podcasts.
The new statistics reveal the huge potential when it comes to tapping into engaged, targeted audiences, with 29% of podcast listeners saying they ‘always listen' to brand-funded podcasts and over half saying they ‘sometimes' listen.
It is this powerful connection that listeners have with podcasts that spells a huge opportunity for brands who want to engage with audiences in Saudi Arabia, with the average length of a podcast in the Kingdom being 43 minutes.
What's more, the new statistics also highlighted the spend power that exists amongst regular listeners. Podcast fans spend on average 17% more on food and drink than their non-podcast listener counterparts, 19% more on travel and entertainment and 11% more on in home spend.
The report builds on the initial findings released in April, which showed that 15% (5.1 million) of the population tune in at least once a week (comparable to 16% or 1.3 million in the UAE). And when it comes to devices, three quarters (75%) use their smartphones to listen to podcasts, which is perhaps unsurprising given the high smartphone proliferation levels in the Kingdom.
Podcast listeners in Saudi Arabia have come to show near absolute trust in the medium (93% somewhat or highly trustworthy). It might be a newcomer to the media landscape, but listeners already trust podcasts more than radio, as well as local/regional newspapers and websites.
Commenting on the report, Cheryl King, managing director, markettiers MENA, said: "It was our involvement at the Middle East Podcast Forum last October that spurred us to deliver this report, as we were continually being told of the burgeoning podcast landscape in Saudi Arabia, but there were not any numbers to quantify it — until now. Our report confirms an active, loyal audience and in a culture that values audio and trades off trust, podcasts represent a way to reach engaged audience in a way like never before.
"Looking forward, as listeners expect, the best podcasts are not viewed by their brands as content add-ons, but as major campaigns in their own right, with substantial creative, social and financial investment underneath. But no mistake about it, for a brand wanting to reach a specific audience in Saudi, the time is now to act. The audience is there, the appetite is univocal, and the metrics for measurement highlight the huge relatively untapped opportunity that's waiting to be seized."
The report also highlighted statistics when it comes to the type of content people are listening to in Saudi Arabia. With a large economy, boasting high purchasing consumers and a young tech-savvy population, it is somewhat unsurprising to see that technology-driven podcasts lead in popularity, with 63% listening to this genre. Music is a close second, comedy, news and sports genres are not far behind.
Given the climate that the research was delivered in, the content preferences of Saudi's follow the worldwide spike in the consumption of news related podcasts, understandably to do with the current pandemic. Furthermore, podcasts featuring strong and inspiring women are also seeing huge traction, which mirrors the research which highlights that one in four women (20%) tune into podcasts at least once a week.
More than two-thirds like listening to podcasts for content they are specifically interested in, as well as over three fifths (61%) enjoying the freedom to listen while they do other things, as podcasts are favoured by many because of their versatility.
Peter Mitchell, group managing director of markettiers and co-founder of 4DC, the company's podcast strategy division, added: "What we've seen during the pandemic is that brands are innovating, being bold and willing to take more risks to try something different. The old ways of doing things do not exist anymore, so brands have had to decide how they want to play in this new world where there is no rule book on ‘how to do things' post a global pandemic.
"You'd be forgiven for thinking the numbers for Saudi aren't ‘mass market', but the figures are anything but. This is not about reaching mass generic audiences, but it is everything about niche targeting with zero wastage.
"We have seen this realised through remote internal comms podcasting. Audiences are disparate, organizations in Saudi are huge, and the one thing that unites everyone is the device they carry around in their pockets every day: their smartphone. So brands have started to embrace podcasting as a hugely effective means to engage audiences through a mobile-first strategy."
When it comes to listenership, podcasts in Saudi swing both in Arabic and English and localized content is winning over the big global exports. It is clear from the top performing podcasts, that those, which delve and develop into culture and life in the region, reign supreme. The last few years have seen a strong increase in podcasts which reflect the region and its people, spoken in Arabic and celebrating a unique cultural identity.
In Saudi Arabia, podcast listeners listen as a family (56%), with their partner (54%) and with friends (47%). Only 21% say they only listen to podcasts by themselves. The fact that the research took place during a time of social isolation may have played a part in this, but what's clear is that in Saudi Arabia, podcasts actually bring people together.
And when it comes to smart speaker adoption and voice activated podcasts, which is believed to be the future of podcasts, then this is very good news. With people buying smart devices and placing them in communal areas, Saudi Arabia could soon lead the way in the region when it comes to the future of podcasting. — SG


Clic here to read the story from its source.