Rebecca Hawkes | 31-07-2013
A third of Saudi's watch between three to five hours of television every day during the month of Ramadan compared to an average of 2.7 hours for the rest of the year, according to a new survey conducted by regional pay-TV operator OSN.
Series are the most popular TV genre during Ramadan. More than 50% of survey respondents said they watch Egyptian, Syrian, Khaleeji or Turkish dramas, while almost 65% stated it was important to watch the latest series before anyone else. A majority of 85% said watching the programmes in high definition (HD) was essential, according to OSN.
"While it is common knowledge that television consumption increases during Ramadan and series are preferred, our survey highlights the increasing demand to watch original content before anyone else and in high definition," said Hamad Malik, chief marketing officer, OSN.
Almost half of the respondents also said being able to watch TV at their convenience was key to their enjoyment. Around 40% said they prefer to watch TV on-the-go anytime, anywhere, while one in ten said it was very important to be able to watch their favourite programmes online or on smartphones.
"With busy schedules especially during Ramadan, viewers need more control over their TV viewing experience so they can watch what they want, when they want. We understand this, which is why OSN is putting a lot of emphasis on the viewer controlling their entertainment through OSN's innovative technology and our value added services such as 'On Demand' and 'Ramadan Catch Up' viewing," added Malik.
The drama Hareem Al Sultan, now in its third season, is proving popular, according to the survey, with over 70% of those polled saying they look forward keenly to watching it on OSN Ya Hala! HD.
OSN conducted the survey in June and July 2013, interviewing nearly 1000 TV viewers across the region, with 29% aged between 35-39, and 86% of respondents in Saudi Arabia being nationals.