MENA users consume an average, 90 mins of short-form content per day

By Anju T K, Intern Reporter
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According to a survey by management consultancy RedSeer, online users in the Middle East and North Africa (MENA) consume a lot of short-form content, spending an average of 90 minutes per day doing so.

Short-form content is often defined as content that is less than 1,200 words long. They are typically presented in ways that are simple to comprehend and visually appealing to users. It accounts for 15 percent of total time spent on media platforms by users in the MENA area.

As per a report titled Short-form: The Next Disruption in Digital Media, digital media adoption in MENA is high compared to other regions, with users spending roughly two to two-and-a-half hours daily on social media applications and messaging platforms.

Mr. Sandeep Ganediwalla, RedSeer’s managing partner in MENA commented that “What is remarkable is the exponential speed with which short-form content has taken to this region, the potential of short-form content is high.”

Following pandemic-induced social distance restrictions, social media and digital content consumption, which was already high in the Middle East, has grown. Last year, 75 percent of users reported their use of applications like Facebook, WhatsApp, TikTok, and Instagram surged during the pandemic.

Short-form videos will account for the majority of content consumed in the future. This is good news for businesses since viewers of short-form information will try to find things through online content, the survey said.

Furthermore, the report noted that more than half of people will use TikTok, a social networking app that lets users produce short videos, to find items and services this Black Friday. MENA users spent 80 percent of their time on digital media last year, up from 70 percent the year before.

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