A Digital-First World

In Pakistan, there has been a massive transformation in media consumption habits driven by young audiences, impacting the ways brands communicate with their consumers and forcing advertisers to rethink their strategies, creative approaches and the platforms they use.

The impact of this change is most visible among younger demographics, who now engage with content on platforms that barely existed a decade ago. Since the launch of 3G and 4G services in 2014, Pakistan has witnessed a surge in smartphone penetration, a shift that has allowed young Pakistanis to explore platforms such as YouTube, TikTok, Facebook and Instagram, as well as over-the-top (OTT) services such as Netflix, Prime Video and home-grown alternatives like Tapmad and ARY Zap (Digital Marketing Journal, 2023). Furthermore, new platforms like Tamasha and Begin.Watch have been introduced in the market. As a result, audiences are able to consume content on-the-go, tailor it to their preferences and interact with brands in a more personalised way.

For decades, Pakistani media was dominated by traditional formats – print, radio and TV. In the early 2000s, a massive shift took place with the entry of private TV channels, moving from the monopoly of a single state-owned channel to over 40 private channels catering to diverse needs – entertainment, news, regional content and more.

Television remained the primary platform for advertisers for many years and by the mid-2000s, with the growth of cable and satellite, TV was reaching up to 85% of households, giving advertisers the ability to target a mass audience.

Ramzan transmissions, game shows like Jeeto Pakistan and large-scale drama productions became staple content, drawing massive viewership (Pakistan Advertising Review, 2021). The challenge for advertisers was to reach audiences across multiple channels, and this was when media research, such as the ones conducted by Gallup and Medialogic, began to play a pivotal role in helping advertisers make informed decisions based on audience behaviour and ratings (Journal of Marketing Insights, 2020).

As more people gained access to mobile internet, platforms like YouTube, Facebook and WhatsApp started to become integral parts of daily life. In 2016, after the government lifted its ban on YouTube, the platform’s active users in Pakistan surged from three million to 10 million in one year, signalling the massive shift towards video content (Pakistan Telecom Journal, 2017). Further changes in viewing patterns came with the rapid growth of short-form content platforms. TikTok, launched in 2016, introduced users to bite-sized video clips that could be consumed in a matter of seconds. The app became a sensation among young audiences, offering both entertainment and engagement. Instagram and YouTube followed suit with features like Instagram Reels and YouTube Shorts to cater to growing audience preferences for short, easily consumable content (Journal of Media Studies, 2020). Moreover, the growing popularity of OTT platforms like Netflix and Prime Video also revolutionised the way people consume television and films, marking a further shift from the traditional TV model, where advertisements often interrupted the viewing experience, to an on-demand environment, where audiences could consume content without being interrupted by TV commercials (Media and Entertainment Review, 2023).

Telecom companies were quick to realise the growing dominance of digital platforms, and companies like Jazz launched their own OTT platform (Veon) in an attempt to leverage their networks more effectively. However, the success of these efforts was somewhat limited, as young audiences flocked to global platforms like WhatsApp, Facebook and TikTok, where digital content was more interactive and aligned with their social needs (Journal of Marketing Insights, 2021). Nevertheless, the digital transformation had a significant impact on telecom companies’ strategies. As young Pakistanis spent more time online, telecoms began to offer tailored data packages catering specifically to the needs of content consumers – especially those who favoured video content (Telecom Times, 2020).

As digital media increasingly dominates the attention of younger audiences, advertisers must consider their preferences and habits. Traditional advertising on TV is still effective, but younger audiences (between 18 and 35), spend the majority of their time on social media platforms and OTT services (Pakistan Advertising Review, 2021). Social media platforms, particularly YouTube and TikTok, have proven to be incredibly effective for brand storytelling and engagement. They not only allow brands to target specific audience segments, they provide opportunities for real-time interaction with consumers. The increasing use of influencer marketing platforms like Instagram, TikTok and YouTube has further strengthened the case for digital advertising (A Digital Shift, Digital Trends, 2022), and it is likely that digital platforms will continue to take larger shares of the advertising pie. According to the latest reports, digital advertising accounted for approximately Rs 25 billion of the total Rs 80 billion (approx.) allocated to advertising in 2023 – a figure that is expected to rise further (Media and Entertainment Review, 2023).

With an increasing number of consumers moving towards OTT and digital platforms, advertisers have a unique opportunity to capture the attention of younger audiences. However, to succeed, advertisers must understand the dynamics of each platform and of audience behaviour. While TV remains a dominant force, its role has evolved from being a primary tool for mass reach to serving as a platform for high-impact campaigns that focus on awareness. Digital advertising works best when it targets specific stages of the customer journey, from awareness to consideration and conversion (Journal of Marketing Insights, 2020). Advertisers must recognise the value of video-centric platforms that provide opportunities for both organic and paid engagement. These platforms have a more interactive nature, with audience comments, likes, shares and direct messaging allowing brands to engage with consumers in real-time.

Furthermore, social commerce is on the rise, with platforms like Facebook and Instagram integrating e-commerce features, making it easier for consumers to make purchases directly from social media ads (Pakistan Advertising Review, 2021). However, it’s important to note that traditional TV remains a vital medium in the Pakistani advertising ecosystem. Advertisers targeting a broad audience with high levels of awareness may still prefer TV advertising, which guarantees an extensive reach across diverse demographics.

The rise of short-form video content, particularly through platforms like TikTok and Instagram Reels, has redefined how younger generations interact with media as they increasingly gravitate towards on-demand content. These audiences are not just passive consumers of content; they are active participants, engaging with influencers, content creators and brands in innovative ways. This shift signals a desire for more variety and relevance in the content they consume – something that traditional TV can no longer fully satisfy.

Given these trends, the future of infotainment will be increasingly shaped by succeeding digital-native generations. For content creators, media organisations and other stakeholders, understanding these shifts is crucial. The key to success lies in delivering content that resonates with the values and preferences of young Pakistanis, adapting to new formats, and embracing the digital-first world that these audiences are creating.

Yasser Akhtar is GM, Mediavest Pakistan.
yasserakhtar@yahoo.com