Even as TV sets hold significant lead when it comes to watching live broadcast television, the gap between TVs and other devices narrows significantly for watching on-demand TV. In the Middle East & Africa, around 11 percent audiences are consuming on demand content via mobile devices, which is yet another example of the centrality of mobiles to the digital lives of consumers in this region.
It is evident from Global Web Index data that television still has a strong role for consumers in the region, but the growing importance of laptops and smartphones assert the changing consumer behavior in the region that underlines a digital first behavior.
