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Dentsu, in collaboration with Snapchat and Kantar, has unveiled new research exploring how video consumption behaviors differ across screen types in Saudi Arabia. Launched during an exclusive event at Majlis Snap for Creators in Riyadh, the study offers a deep dive into how consumers engage with video on mobile (small screens) and TV (big screens), offering marketers practical insights to enhance their media strategies for greater effectiveness.

Surveying over 1,000 Snapchat users aged 13 to 49 in KSA and utilizing biometric tools, the study highlights the increasing dominance of mobile in everyday video viewing and its implications for advertising performance.

Mobile Dominance Emerges

Video consumption remains high across both screen types, but mobile is clearly leading the way. According to the research, 62% of participants watch videos daily on their smartphones, compared to 48% on TVs.

The motivations also differ by platform: while both serve entertainment and relaxation needs, mobile is the go-to for discovery and staying connected—indicating that a multi-screen approach is essential in reaching Saudi audiences effectively.

Social-First, Mobile-First

The research confirmed the importance of social apps in everyday media consumption. 66% of respondents said they watch video through social platforms daily, while 41% consume content via streaming services—making mobile and social the cornerstones of modern viewing habits.

Mobile Wins Attention

When asked how attentively they watch video content on mobile versus TV, Gen Z respondents stood out: 68% reported giving their full attention to small screens. This indicates that mobile video isn’t just accessible—it also captures undivided focus, especially among younger audiences.

Amplified Results Across Screens

The study revealed that combining both screen types in campaigns delivers stronger brand performance. Dual-screen exposure led to measurable growth in key metrics—+6% in brand favorability and +7% in purchase intent—demonstrating that pairing mobile with TV drives more robust campaign outcomes.

Among Gen Z in KSA, Snapchat proved to be especially effective when integrated into multi-screen strategies, with results showing a +6% lift in Aided Brand Awareness compared to TV alone.

What This Means for Marketers

As viewing habits shift, media planners must adjust their budgets and strategies accordingly. This research reinforces the importance of including both big and small screens in campaign plans to optimize reach, engagement, and brand lift.

Integrating Snapchat into the media mix further strengthens performance—particularly among KSA’s younger demographic—making it a crucial tool for brands aiming to build deeper, more memorable connections.

To explore the complete findings, download the full report .