What Magnite's survey found across the Gulf
Magnite has published Streams & Screens: Middle East, a study of 1,184 adults in Saudi Arabia, the UAE and Qatar who watch ad-supported streaming video. Fieldwork ran in September 2026, and the findings cover viewing on connected TVs (CTV, televisions that stream apps directly) and mobile.
The headline for media buyers is scale and habit. Magnite says 79% of respondents stream more than they did a year earlier, that they already use about four services on average, and that 72% plan to sign up for another within the next year. For planners, that points to audiences spread across several apps rather than concentrated in one.
Why local content carries weight with these viewers
Regional programming shows up as more than a scheduling preference. Magnite reports that 80% of respondents watch locally produced content, and that 72% say they are more likely to trust ads shown during that content. A further 78% say they feel a stronger connection to ads aligned with local culture.
That matters for creative and media decisions alike. If those responses hold, buying around local titles could do more than reach people. It may also place a brand in a setting viewers already associate with familiarity.
CTV co-viewing and the two-screen effect
Shared viewing is common among CTV streamers in the sample. Magnite says 83% of them regularly watch with others, and 75% say they remember ads better when watching in company. Advertisers weighing CTV budgets should note that this audience is often more than one person, even if the survey does not model how many people watch together.
Magnite also reports that 73% of respondents say seeing a message repeatedly across CTV and mobile makes them more likely to engage. That supports running coordinated campaigns across both rather than treating them as separate buys.
The ad experience viewers say they want fixed
The study does not read as blanket praise for ad-supported streaming. Respondents want better ad experiences, Magnite says, and specifically fewer repetitive ads. Services that lean on heavy repetition risk friction with the same viewers brands are paying to reach.
Price and content also shape sign-up decisions. Magnite reports that 52% of respondents are most likely to choose a streaming service offering a lower-cost plan with ads, while 49% favour access to live sports and events. Both are signals for services packaging tiers and for brands weighing sponsorship or live-event adjacency.
What the numbers can and cannot tell you
These are Magnite's own survey results, not independently audited audience data. The announcement gives no breakdown of the sample by country, age or gender, and no margin of error. Treat the percentages as directional signals from three Gulf markets, not as a forecast for the wider Middle East.
Magnite frames the report as guidance for brands reaching viewers across devices, shared viewing and culturally relevant content. Buyers planning Gulf campaigns can use it to sharpen questions for their media partners, but should pair it with platform-level measurement before shifting budgets.
Advora perspective
Editorial analysis: If you plan media in Saudi Arabia, the UAE or Qatar, the most actionable figure is the local-content trust gap. Consider testing one flight with inventory tied to regional programming and creative adapted to local culture, then compare recall or brand-lift results against your standard buy. The limitation is clear: trust and connection are self-reported, and the survey does not show that either lifts sales.
Agencies weighing CTV budgets may also want to check whether their reach and frequency plans account for co-viewing, since Magnite reports most CTV streamers watch with others. Pair that with the call for fewer repetitive ads, and the sensible next step is to review frequency caps across CTV and mobile together. The evidence here supports asking better questions, not a guaranteed performance gain.
Read the original announcement
