The COVID-19 lockdowns have resulted in a variety of new media consumption trends and some very interesting behavioral shifts. Powered by Choueiri Group’s Data Team, their latest research piece reveals how the most significant consumer segments (Generations) in KSA are experiencing significant increases in their time spent watching TV, especially GEN Z “Zoomers” who previously were known to be less engaged with traditional forms of media. These insightful findings are aimed at enabling regional brands to gain a better understanding of their audiences.