We’re here to help you keep up to date on all things Media, Tech, and Data. Check out this must-read on Shared Screens, Shared Stories that elaborates why family viewing still matters, our edition for May 2025.
The Shared Screen Isn’t Going Anywhere
In an era where individual screens dominate and tailored content is just a tap away; one thing hasn’t changed: families still love coming together to watch something together. It may look different today—streaming services instead of cable, smart TVs instead of bulky boxes—but the essence of family viewing is alive and well.
While mobile and personal devices have certainly become part of our daily media habits, the television remains a central fixture in many homes. According to Nielsen, 72% of parents say that watching TV or streaming content together is a regular part of their family routine. In the Middle East, where Smart TV ownership is rising fast, the living room screen is more than just entertainment—it’s part of the daily rhythm of home life.
As Anam Malik , Head – Strategy & CX, puts it: “Brands need to approach the shared screen as a shared experience—one that spans age groups, emotions, and expectations. Crafting ads that are inclusive, context-aware, and designed for co-viewing moments isn’t just good storytelling—it’s good customer experience.”
Content As a Family Bonding Tool
For many parents, co-viewing isn’t just about managing screen time—it’s about creating shared moments. Today’s streaming platforms are making this easier, offering a thoughtful mix of nostalgic classics, animated features, and family-friendly originals. A YouGov survey found that 61% of UAE parents actively seek out shows they can enjoy alongside their children—stories that engage grown-ups without excluding younger viewers.
As our Head of Media Investments & Partnerships, Aseem Bhandari puts it: “Even in a world of personal screens and endless content choices, TV still holds a special place in the home. It’s where families come together — to laugh, unwind, and share stories. In markets like the UAE, these moments are more than just viewing habits; they’re part of the cultural fabric.
For brands, this isn’t just about reach, it’s about relevance. A message that lands on a shared screen has the power to spark conversations, create memories, and influence choices across an entire household. The brands that succeed will be the ones that respect the mood of the living room, blending in as part of these shared moments and creating messages that spark conversations long after the screen goes dark.”
In today’s family life, media has become a modern ritual—weekend binges, YouTube marathons, and shared screens now serve as bonding touch points that extend far beyond entertainment. In culturally close-knit societies like the UAE, these shared experiences don’t just pass time—they shape identity, spark cross-generational dialogue, and blend global content with local context, turning screen time into connection time.
Implications for Brands
For marketers, family viewing habits open up a valuable window of opportunity. As households gather around shared screens—especially via platforms like Connected TV, YouTube, Netflix (including its ad-supported tiers), and regional streaming services—there’s a chance to connect with multiple viewers at once, not just individuals scrolling solo.
This means rethinking creative strategies. The traditional 15-second hard sell may not always land in a relaxed, family-first setting. Instead, brands that tell stories—those that entertain, inform, or simply spark a shared smile—can become part of the evening ritual.
Whether it’s a heartfelt mini film, a playful campaign that appeals across age groups, or subtle product placement in family-friendly content, the key is to blend into the moment, not interrupt it. Especially on platforms like Netflix, where viewers are accustomed to high-quality, immersive content, brands must meet that bar to feel welcome in the living room
As Irfan S Mirza , our Head – Digital Media, explains: “For holistic marketing success, brands can leverage home sync technology to connect CTV campaigns with other devices in the household, seamlessly reinforcing their message across multiple screens. This strategy ensures that family members experience consistent brand messaging, whether they’re gathered around the TV or using their phones and tablets individually.”
Ultimately, the brands that thrive will be the ones that feel like guests at family night, not gate crashers.
Looking Ahead: The Home Screen as a Cultural Stage
As digital content continues to bring families together, the home screen is evolving into something more: a space where storytelling, connection, and identity intersect. For anyone in media or marketing, recognizing the value of these shared moments is key to staying relevant and meaningful in the lives of modern families.
Sources: YouGov, Nielson, & Global Web Index (GWI 2024-25)
