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UAE and Egypt consumers respond positively to Netflix's original content
Source: YouGov , Author: Posted by BI-ME staff
Posted: Mon May 13, 2019 1:36 pm

UAE. Global entertainment giant Netflix is a titan in the streaming market, with an estimated 159 million subscribers in over 190 countries. In 2016, it scaled internationally launching in 130 new markets simultaneously, including the Middle East.

Just over three years after Netflix's dramatic overnight globalization, YouGov's daily brand tracker, BrandIndex, shows how the celebrated streaming company is reaping the rewards of its expansion into the Middle East.

Examining Netflix performance using YouGov's BrandIndex data, we can see a steady increase in the brand's Buzz score, which measures whether UAE residents have heard something positive or negative about the brand, up by 9.4 points between 4th January and 5th March.

The same is also true for Word of Mouth, with an almost identical uplift of 9.3 points between 4th January and 12th February, highlighting the increased chatter amongst consumers about Netflix.

It seems like the company's strategy of launching original and localised content in the UAE seems to be winning already. These uplifts in the Buzz score are likely to be linked to original programming launched early this year, such as "Star Trek: Discovery" (released at the end of January) and "Velvet Buzzsaw" (launched at the beginning of February), among others.

News regarding launches of locally-produced content, for example the worldwide launch of the first Middle Eastern drama series "Justice", is also likely contributing to uplifts in positive Buzz around the brand. "Justice" which is based in Abu Dhabi, launched mid-January 2019, in line with the steady increase in Buzz received by Netflix in the UAE.

The uplift in Buzz is even more exaggerated when looking at the differences by demographic groups, with the score among those aged 35 to 44 years increasing from +19.0 on the 14th January to +37.4, a little over a month later, in mid- February.

The story is equally positive for Netflix Egypt, with BrandIndex data showing an 8.0-point increase on the Impression metric between the 2nd January and 2nd March 2019. This increase may be related to the Netflix Original content mentioned previously (such as Star Trek: Discovery).

It is apparent that any time Netflix launches high-profile original content, residents in the UAE and Egypt respond positively. The well-received diversified content the region is receiving goes hand-in-hand with Netflix's plan to invest in the Middle East, including producing content to be shared worldwide.

 As YouGov data shows, at this point the strategy seems to be working for the company.

About BrandIndex
BrandIndex is the authoritative measure of brand perception. Unlike any other brand intelligence service, it continuously measures public perception of thousands of brands across dozens of sectors. We interview thousands of consumers every day, yielding over 2.5 million interviews a year. BrandIndex operates at national and international levels, allowing you to track brand perception in just one country, compare across multiple countries or monitor a global picture. More about BrandIndex

About YouGov
YouGov is an international data and analytics group. Our core offering of opinion data is derived from our highly participative panel of 5 million people worldwide. We combine this continuous stream of data with our deep research expertise and broad industry experience into a systematic research and marketing platform.

Our suite of syndicated, proprietary data products include YouGov BrandIndex, the daily brand perception tracker, and market-leading YouGov Omnibus which provides a fast and cost-effective service for obtaining answers to research questions from both national and selected samples.

With 31 offices in 21 countries and panel members in 38 countries, YouGov has one of the world's top ten international market research networks.

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