屏幕、流媒体与滚动浏览：2025年媒体消费现状——阿联酋不同世代媒体使用变迁趋势

Screens, streams, and scrolls: State of mediaconsumption 2025 How media usage is shifting among different generationsin the United Arab Emirates. fResearch reality Foreword In 2025, the media landscape is more dynamic and fragmented than ever before. with content flowing across cauntless platforms and formats, understanding whichtype of media and how much different graups engage with has become essential faranyone seeking to connect with audiences in rmeaningful ways. This report offers a comprehensive look at current media trends in the United ArabEmirates, with a special focus on generational consumption patterns. Through in-depthanalysis across three core areas: live and on-demand Tv, radio and podcasts, and socialmedia, we uncover the nuanced behaviours shaping how different age groupsexperiencemediain2025." Imran Ahmed General Manager, YouGov MENA Powered bytheYouGov panel Thc insights in this report are fueled by YouGov's consumcrresearch panel,which has 3o rillion registerec meribers fror55+ markets. Every day, our members trust us with their data and opinions -enabling us to gain insights into behaviours and attitudes frompeople of all ages, backgrounds and beliefs. 55+markets Inclusion is essential for our members, our clients, and ourmission. we invest millions each year to ensure we can createtruly nationally representative online samples and access hard-toreach groups. The Pew Research Centre concluded that YauGoy "consistentlyoutperformed" other online competitor samples for accuracy. Explore our solutions Contents Media consumption trends in 2025 Soreens: Live & on-demand Tv viewership 3Streams: Radio & podcasts listenership Sorolls: Social media usage 5Methodology Tuned in or turned off?Media consumptiontrends in 2025 How many hours do you typically spend consuming mediaon an average weekday or weekend? 1in 3 consumemore than 3hours of mediaper day while 1in 7 spend more than 5 hoursa day consuming media. There is a slight trend of longerconsumption at weekends comparedto weekdays. Getintouchfor more data Older residentsare slightlymore likely toconsumemorethan an hour ofmedia per day 78% of those aged 35 and overconsume more than an hour of mediagn a weekday. increasing to 79% onan average weekend. Tracking UAE resident's media habits in 2025 Mediaconsumedinthelastmonth: 48% 25% 54% listened to musicfrom streamingservice(e.g. Spotify)ingreasing to 49%Hiroy i.ncer 35s ▲read digitalnewspapersincreasing te 29%amcrg 3a anc aonve A watched livetelevisionircreasing te 5 /%among 35 and above ▲41%listenedtothe radioi1sr89sin to 49% 51% 23% consumedsocial mediaincreasing to 71%arong those ah andabove streamedvideo content(e.g. Netflix)ircrensing te 5?% listened to apodcastircreasi1g to 24%Hneny urider 338 Screens:Live &on-demandTVviewership Profile spotlight:Who are daily TV viewers in 2025? More than 1in 5live TV viewerswatch for morethan 3 hoursper day In a typtcal day, approximately, how many hours do youspend watching live Tv? 35 and above live Tv viewers are morelikely to watch for 1-3 hours comparedta younger viewers. Getin touch for more data Netflix isthe leadingstreamingservice usedby on-demancTV viewers Wwhich video streaming services have you used in the last month?Please selectall thatapply. Almost 3 in 4 have used Netflix inthe last month, while nearly half[46%) have used Prime vide0. Streams:Radio &podcastlistenership Profile spotlight:Who are daily radio listeners in 2025? 3 in 4 radiolisteners tune infor under threehours perday (78%) In a typical day, approximately, how many hours do you spendlistentng to live or on-demand radio? 41% of radio listeners listen for up to 1hour in a typical day. followed by 37%who listen for between 1-3 hours. Profile spotlight:Who are daily podcast listeners in 2025? Male: 66%Female:34% More than 2 in 5podcastlisteners streamfor under anhour per day In a typical day, approximately, how many hours do you spendlistening to podcasts? 44% of podcast listeners listen for upto 1 hour in a typical day. followed by37% who listen for between 1-3 hours. Get in touch for more data 1in 3 podcastlisteners tune inbefore bed When do vou usually listen to podcasts?Select all that apply. This increases to 36% among thoseaged under 35. Younger listeners are significantlymore likely to listen to podcasts whileworking or studying (24%) cormparedto older listeners (16%) Scros:Sociamedia usage Profile spotlight:Who are daily social media users in 2025? YouTube,FacebookandInstagramleadthe way amongsocial mediausers 4 in 5 of the UAE residents have usedYouTube in the last rtonth, followed byFacebook (73%) and Instagram (70%). Facebook is more likely to be used byresidents of the AE aged 35 and abovewhile Snapchat is significantly morepopular among younger audience. Socialmedia users are more likely to use YouTube, Instagram, TikTokLinkedln, Snapchat and X compared to the multi-market average They are si