People across the Middle East coped in different ways to cope with the challenge of the COVID-19 pandemic and the social isolation it brought with it. Some of us baked a banana bread, some of us complained about all the people baking banana bread. One thing, according to a new study, however, united us—podcasts.
Podcasts are already a part of daily life for many in the Gulf in particular. Data form Markettiers MENA in 2020 revealed 5.1 million people in Saudi Arabia regularly listen to podcasts, with another 1.3 million in the UAE—a huge chunk of the population.
A survey from Amaeya Media revealed that 55 percent of the respondents to a regional survey carried out over December 2020 and January 2021 stated that they listened to more podcasts since March 2020, when the pandemic started to affect life in the region.
So what were they listening to in the podcast space, one of the most diverse media categories going? That varied. 50 per cent of respondents to the survey consumed entertainment related podcasts, wanting more light and fun content to provide a respite from the doom and gloom that 2020 brought across the board. A further 36 percent listened to self-help and inspirational podcasts in the Middle East.
Interestingly, the pandemic did not drive people to pandemic-related content, with only two percent of people in the Middle East saying they listened to pandemic-related content.
Listeners also don’t seem to be turned off by branded podcasts, with 92 per cent of respondents saying they would listen if a show was branded. Two thirds of listeners also don’t mind advertising.
We’ve also reached a sea change moment in the Middle East in terms of medium. Though people are attracted to light content, they don’t look down on the podcast medium overall. In fact, 65 percent find podcasts more or equally credible to traditional media such as radio, newspaper and television.
The median age for survey respondents was under the age of 25. Seventy one per cent were based in the UAE, with Saudi Arabia and Egypt next.
