Digital Arabic Content (DAC)...best practices New monetization & marketing strategies Unlocking &...
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Digital Arabic Content (DAC) Trends, Challenges & Opportunities of the Middle East’s social media users are on Facebook UAE has the highest penetration rate for Facebook %44 3.7 million are active users and Arabs produce around 10 million tweets EVERY day million users from the Middle East are on Twitter UAE has the highest Linkedin penetration with 1.6 million users: A number that has increased by %45 in only 1 year million users from the Middle East are on Linkedin. Major players moving into the region and access is g rowing quickly Growth in Digital Advertising A) * Arab Media Outlook 4 2015-2011th Edition (2012) * United Nations Economic and Social Commission for Western Asia (ESCW - Status of the Digital Arabic Content Industry in the Arab Region (2012) * Strategy& * Uneven openness: Barriers to MENA representation on Wikipedia (2013) * Internet World Stats * Northwestern’s University in Qatar – Social Media Use in the Middle East * 5th Arab social Media Report * Ipsos - MENA Internet Usage and Consumption Habits % 90 % 80 % 70 % 60 % 50 % 40 % 30 % 20 % 10 % 0 KSA UAE EGYPT LEBANON KUWAIT % 63 % 79 % 61 % 72 % 5 % 6 % 36 % 63 % 49 % 69 Smart Phone Penetration 2013 2012 Some estimates suggest that smartphone penetration will increase from % 21.5 in 2013 to % 36 in 2017 in the region. UAE and KSA are home to some of the fastest growing smartphone penetration rates in the world. % 10 % 14 % 16 % 18 % 20 2014 2015 2016 2017 2018 2019 % 12 Surging Digital Growth By 2017 over half of the Arab world will have Internet access Increasing digital share of regional advertising market DAC Trends & Challenges 6.5 5.8 % 94 50% % 51.4 % 30 Content Creators % 55 Creation • Reconciling creativity with consumer demand • Piracy and theft to product IP Stakeholders Insights Challenges Wamda Research Lab of digital content entrepreneurs say finding talent is a challenge 8% Notable exits: Diwanee (Lebanon), Shahiya (Lebanon), Fatakat (Egypt), Maktoob (Jordan) Investors Editors Film makers/animators Designers and illustrators Production of funded startups in MENA are in media, journalism and creative industries Stakeholders Insights • Monetization challenges and unclear ROI • High capital requirements for set up and talent Challenges ~ % 50 % 56 Advertising agencies Advertisers Content aggregators Distribution of online advertising goes to small group of companies of media industry leaders say inadequate media regulations hurt the Arab media industry • Small digital advertising market share for small content creators • Unclear regulations for distribution and publishing Stakeholders Insights Challenges Local and global target market % 48 % 66 of youth are not satisfied with the quality of local websites of industry leaders - quality of local content is a challenge facing the Arab media industry Consumption • Cultural, political and linguistic barriers • Demand for short-shelf life content Stakeholders Insights Challenges % 1.5 Global content online is in Arabic Arabs prefer Arabic digital content Growth in the number of hours people watch YouTube every month since 2013 two hours of uploads every minute -Wamda Research Lab DAC Opportunities Stakeholder Opportunities Apps & games in Arabic Educational curriculum & materials Audio books & E-books Hyperlocalized content Niche content lifestyle & health Quality optimization Developmental finance Research on best practices New monetization & marketing strategies Unlocking & developing talent Industry Opportunities R E S E A R C H L A B
Transcript of Digital Arabic Content (DAC)...best practices New monetization & marketing strategies Unlocking &...
Digital Arabic Content (DAC) Trends, Challenges & Opportunities
of the Middle East’ssocial media users areon Facebook
UAE has the highest penetration ratefor Facebook %44
3.7 million are active usersand Arabs produce around10 million tweets EVERY day
million usersfrom the Middle Eastare on Twitter
UAE has the highest Linkedinpenetration with 1.6 millionusers: A number that hasincreased by %45 in only 1 year
million users fromthe Middle East areon Linkedin.
Major players moving into theregion and access is growing quickly
Growth in Digital Advertising
A) * Arab Media Outlook 4 2015-2011th Edition (2012)* United Nations Economic and Social Commission for Western Asia (ESCW - Status of the Digital Arabic Content Industry in the Arab Region (2012)* Strategy&* Uneven openness: Barriers to MENA representation on Wikipedia (2013)* Internet World Stats * Northwestern’s University in Qatar – Social Media Use in the Middle East * 5th Arab social Media Report * Ipsos - MENA Internet Usage and Consumption Habits
%90
%80
%70
%60
%50
%40
%30
%20
%10
%0KSA UAE EGYPTLEBANONKUWAIT
%63
%79
%61
%72
%5 %6
%36
%63
%49
%69
Smart Phone Penetration
2013
2012
Some estimates suggest that smartphone penetration will increase from %21.5 in 2013 to
%36 in 2017 in the region. UAE and KSA are home to some of the fastest growing smartphone penetration rates in the world.
%10
%14%16
%18
%20
2014 2015 2016 2017 2018 2019
%12
Surging Digital Growth
By 2017over half of theArab worldwill have Internet access
Increasing digital share of regional advertising market
DAC Trends & Challenges
6.5
5.8
%94
50%
%51.4
%30
Stakeholders
Content Creators
insights
%55
Cre
atio
n
Challenges
• Reconciling creativitywith consumer demand
• Piracy and theft toproduct IP
Stakeholders InsightsChallenges
Wamda Research Lab
of digital content entrepreneurssay finding talent is a challenge
8%Notable exits: Diwanee (Lebanon),Shahiya (Lebanon), Fatakat (Egypt),Maktoob (Jordan)
InvestorsEditors
Film makers/animatorsDesigners and illustrators
Prod
uctio
n
of funded startups inMENA are in media,journalism and creativeindustries
Stakeholders Insights
• Monetization challengesand unclear ROI
• High capital requirementsfor set up and talent
Challenges
~ %50
%56
Stakeholders
Advertising agenciesAdvertisers
Content aggregators
insights
Dis
trib
utio
n
of online advertising goes tosmall group of companies
of media industry leaders sayinadequate media regulations hurtthe Arab media industry
• Small digital advertising marketshare for small content creators
• Unclear regulations fordistribution and publishing
Stakeholders InsightsChallenges
Stakeholders
Local and globaltarget market
insights
%48
%66
of youth are not satisfied withthe quality of local websites
of industry leaders - quality of localcontent is a challenge facing theArab media industry
Con
sum
ptio
n
• Cultural, political andlinguistic barriers
• Demand for short-shelflife content
Stakeholders InsightsChallenges
%1.5 Global content onlineis in Arabic
Arabs preferArabic digitalcontent
Growth in the numberof hours people watchYouTube every month
since 2013 two hours ofuploads every minute
-Wamda Research Lab
DAC Opportunities
StakeholderOpportunities
Apps & gamesin Arabic
Educational curriculum& materials
Audio books& E-books
Hyperlocalizedcontent
Niche contentlifestyle & health
Qualityoptimization
Developmentalfinance
Research onbest practices
New monetization& marketing strategies
Unlocking &developing talent
IndustryOpportunities
R E S E A R C H L A B
